Sprinklr adds AI tools to speed customer responses

Sprinklr has launched its Summer '26 Release with new artificial intelligence features for customer experience management, aimed at helping organisations act on customer signals in real time.

The update adds tools across marketing, customer service and voice of the customer functions as Sprinklr seeks to move users away from dashboards and manual analysis. New features include analytics for short-form video, tracking for brand visibility in generative AI search, wider social listening coverage, and updated voice agents for customer service.

At the centre of the release is a broader push to connect insight gathering with action in the same system. Businesses are under pressure not only to collect customer data but also to decide quickly what matters and respond across channels.

That approach also shapes how data is surfaced in other workplace tools. Sprinklr is introducing Sprinklr MCP in beta, giving users access to Sprinklr insights from AI assistants including ChatGPT, Claude and Microsoft Copilot. It has also added integrations with Adobe Customer Journey Analytics and Microsoft Teams.

Signal analysis

Several additions focus on expanding the types of customer information companies can analyse. LLM Insights will let brands assess how they appear in AI-generated answers and AI-powered search results, reflecting the growing role of generative systems in consumer discovery.

Sprinklr is also drawing on ViralMoment, a business it acquired, to extend analytics from text and images into video. This allows clients to track what consumers are saying and showing in short-form video content, an area that has become harder for brands to monitor through traditional social listening tools.

Listening coverage has also widened across X, Reddit, Threads and Pinterest. In influencer marketing, the expanded CreatorIQ integration adds creator data alongside paid and organic performance metrics to help brands judge which content is having the strongest effect.

Decision tools

Another part of the release is aimed at reducing manual work for analysts and marketing teams. Sprinklr Copilot can now summarise campaigns, review publishing calendars and pull insights from reporting, while CFM Copilot adds automated statistical analysis for survey results.

These features are designed to help teams identify what is driving survey outcomes and spot trends in online conversations faster. Sprinklr is also using AI to rank trending content and discussions so brands can focus on topics most likely to affect performance.

Karthik Suri outlined the rationale for the changes.

"The challenge today isn't collecting data-it's knowing what matters and acting on it quickly," said Karthik Suri, Chief Product and Corporate Strategy Officer at Sprinklr. "With this release, we're helping organizations move from signals to decisions and from conversations to resolutions by combining agentic AI for autonomous resolutions with copilot support for human-assisted ones. This helps enable brands to act in real time, while staying in control where it matters most."

Marketing and service

The release also introduces tools for executing campaigns and handling customer interactions. In marketing, users can generate and edit social posts and create videos using natural language prompts inside Copilot. Sprinklr has also updated TikTok Smart+ campaigns to give users more control over audience selection and creative choices.

In customer service, Sprinklr is updating its voice AI agents with what it described as sub-second response times, improved turn-taking in conversation and stronger noise handling. These voice agents are intended to work alongside Sprinklr's digital and social care agents, allowing companies to manage interactions across channels through a common system.

It has also added built-in testing, simulation and quality scoring to let organisations assess AI agent behaviour before wider use in live customer interactions. Another addition is in-channel voice-enabled surveys, designed to capture feedback within the customer conversation itself.

Broader shift

The update reflects a wider move among software providers to place AI assistants and automation directly inside customer experience workflows rather than treating analytics as a separate reporting layer. Across marketing technology and service software, vendors have increasingly focused on connecting insight tools with content creation, service handling and internal collaboration systems.

For Sprinklr, the message is that fragmented systems and manual processes are becoming a constraint for large organisations trying to respond to customers quickly. The latest release brings together broader data sources, AI-led decision support and faster execution tools in one platform.

The additions include short-form video intelligence through ViralMoment, generative AI search tracking through LLM Insights, creator and performance data through CreatorIQ, and direct access to customer intelligence inside Microsoft Teams, Adobe Customer Journey Analytics and external AI assistants.