Sprout Social Launches AI-Powered Intelligence Suite to Proactively Manage Social Risk

NEW YORK, NY – November 18, 2025

Beyond Listening: Sprout Social Bets on Proactive AI

Sprout Social, a leading provider of social media management and analytics software, today launched ‘Sprout AI,’ a significant update to its platform centered around ‘Trellis,’ a new AI agent. This launch isn’t simply about adding another AI feature; it's a strategic shift towards proactive intelligence, moving beyond traditional social listening to anticipate and address potential issues before they escalate. The company, serving approximately 30,000 brands, sees this as a key differentiator in a crowded market and a driver of future growth.

‘Organizations are increasingly aware that just monitoring social channels isn't enough,’ said one industry analyst. ‘They need tools that can predict potential crises, understand nuanced sentiment, and provide actionable insights in real-time. Sprout Social is clearly positioning itself to meet that demand.’

The Power of ‘Trellis’ and Conversational AI

At the heart of Sprout AI is ‘Trellis,’ an AI agent leveraging conversational AI to analyze social data. Unlike many existing social listening tools that require manual data extraction and interpretation, Trellis allows users to ask natural language questions about their social performance and receive quick, contextual answers. This functionality is powered by integration with ChatGPT and utilizes a secure Remote Model Context Protocol (MCP) to protect user data.

This means marketing teams can simply ask Trellis things like, ‘What are the key themes emerging from customer feedback on our new product?’ or ‘Identify potential risks to our brand reputation in the next 24 hours.’ Trellis then processes the data, identifies relevant insights, and presents them in an easily digestible format. The integration also empowers teams to summarize post-level analytics, compare content performance, and optimize future content strategies.

“The goal is to make complex social data accessible to everyone within the organization, not just data scientists,” explained a source within Sprout Social. “We want to empower teams to make data-driven decisions quickly and confidently.”

A Competitive Landscape Increasingly Driven by AI

Sprout Social isn’t alone in recognizing the potential of AI in social media management. Competitors like Hootsuite, Brandwatch, Talkwalker, and Sprinklr are also investing heavily in AI-powered features. However, Sprout Social believes its focus on proactive intelligence and the conversational nature of ‘Trellis’ sets it apart.

“Many tools can tell you what happened on social media. We’re focused on telling you what’s going to happen and providing the insights you need to address it,” stated an industry expert. “The ability to ask natural language questions and get quick, actionable answers is a significant advantage.”

Brandwatch, for example, boasts AI-powered sentiment analysis and content optimization, while Talkwalker focuses on visual insights and crisis detection. Sprinklr positions itself as an “AI-native” social media management solution. However, Sprout Social believes its conversational AI approach is more intuitive and accessible for a wider range of users.

Financial Performance and Strategic Outlook

Sprout Social’s bet on AI comes at a time of solid financial performance. The company recently reported third-quarter revenue of $102.6 million, a 20% increase year-over-year. This growth is fueled by increasing demand for its platform, particularly among enterprise customers. Sprout Social’s recent financial results demonstrate a positive trajectory with a growing customer base of large organizations and a 36% year-over-year increase in Remaining Performance Obligations (RPO).

Analysts are optimistic about Sprout Social’s strategic outlook. ‘The company’s focus on product leadership and its investment in AI are likely to drive continued growth in the years to come,’ said one financial analyst. ‘The key will be to effectively communicate the value proposition of ‘Sprout AI’ and attract new customers.’

The company’s current ACV (Average Contract Value) is $13,959, up 26% year-over-year. This increase suggests that Sprout Social is attracting larger and more valuable customers, which is a positive sign for its long-term growth prospects. As the social media landscape continues to evolve, proactive intelligence will become increasingly critical for businesses of all sizes. Sprout Social is positioning itself to be a leader in this emerging market and help its customers navigate the challenges and opportunities of the digital world.