Sprout Social(US:SPT)2025-11-18 17:02Summary of Sprout Social Update / Briefing (November 18, 2025) Company Overview - Company: Sprout Social (NasdaqCM:SPT) - Event: Breaking Ground, a quarterly launch event focusing on social media and AI innovations Key Industry Insights - Social Media Evolution: The customer journey has shifted to social media, with social search becoming the new SEO and social content acting as the new marketing site map [6][8] - Data Volume: 5.4 billion people share hundreds of billions of messages daily, generating tens of petabytes of data on social networks [6] - Customer Engagement: 55% of users feel brands are not adequately responding to their interactions on social media, indicating a gap in customer engagement [8] Core Product Innovations - AI Integration: Sprout has been investing in AI for over a decade, with over 40 custom AI models in use, enabling features like optimal send times and sentiment analysis [14][15] - Agentic AI: Introduction of agentic AI, which can reason and take actions based on social data, enhancing workflows and decision-making processes [10][12] - Trellis: A new AI agent designed to facilitate social intelligence across organizations, allowing users to interact conversationally with social data for insights [16][20] Product Features and Enhancements - Trellis Capabilities: Users can perform tasks like trend analysis and campaign performance reporting through a conversational interface, significantly reducing the time spent on data analysis [16][19] - Spam Detection: New AI model for spam detection that categorizes and auto-completes spam messages, improving team efficiency [28] - Influencer Marketing: Enhanced capabilities for influencer matchmaking, including brand fit and safety scores, and upcoming features for analyzing video content [30] Upcoming Features - Integration with ChatGPT: Launch of a remote MCP server to connect Sprout with ChatGPT, allowing for deeper content analysis and performance comparisons [24][27] - New Social Listening Sources: Introduction of Blue Sky for comprehensive insights and monitoring capabilities across various social networks [39] Customer Engagement and Feedback - Customer Participation: Early access to Trellis for qualifying social listening customers, with plans for broader rollout [20] - User Experience: Positive feedback from customers on the ease of use and efficiency improvements brought by Trellis [52] Panel Discussion Highlights - AI in Workflows: Discussion on the transition from AI as an assistant to AI as a coworker, emphasizing the importance of personalized AI applications [48][56] - Human Element: Acknowledgment that while AI enhances efficiency, the human aspect of content creation and customer engagement remains crucial [60] Conclusion - Future Vision: Sprout Social aims to leverage AI to unlock social intelligence for businesses, enhancing customer engagement and operational efficiency at an unprecedented scale [31]