The customer experience management platform, Sprinklr, has acquired the assets of ViralMoment, an AI-powered social video intelligence and analytics solution. The deal, announced today, is designed to extend Sprinklr's listening capabilities beyond written content and into the visual and audio signals that now dominate social engagement.
Social media has fundamentally changed how customers express opinions about brands. They record unboxings, post reaction videos, share visual reviews, and embed sentiment in audio that never surfaces as a word on a page. Yet the tools enterprises use to listen remain largely built for text. Sprinklr is moving to address that disconnect.
The text-centric problem
Short-form video and visual storytelling now account for the bulk of engagement and influence across platforms such as TikTok, Reels, and YouTube, making social an increasingly image-led environment. Despite that shift, most approaches to measuring customer experience remain text-centric, leaving brands without the tools to capture customer signals that are expressed visually rather than in writing.
If a brand's VoC programme cannot read a video, it cannot read the room. Sentiment expressed through facial reaction, tone of voice, or a product held on camera is structurally invisible to traditional listening tools, regardless of how sophisticated the underlying NLP may be.
ViralMoment's AI is designed specifically around short-form visual content. It processes video frame by frame, reading imagery, audio, on-screen text, and captions to surface emerging cultural trends, behavioural patterns, and social narratives. The platform converts that intelligence into structured data that enterprises can manage and act on across marketing, customer insights, product development, and customer service. How brands structure that underlying data will increasingly determine the quality of the insights they extract from it.
That point matters for how Sprinklr frames the acquisition. The goal is not simply to add video as a data type but to make visual intelligence actionable within existing enterprise workflows rather than treating it as a separate research stream.
Sprinklr's position
Karthik Suri, Chief Product and Corporate Strategy Officer at Sprinklr, said the company needed to meet customers "the way they actually communicate today — visually, emotionally, and at speed", adding that "while short-form video is becoming one of the dominant formats for brand engagement and discovery, most solutions still interpret culture through text."
By combining ViralMoment's video intelligence with its enterprise-grade Unified-CXM and VoC platform, Sprinklr believes it will deliver what it describes as a comprehensive multimodal listening system, spanning text, images, video, and audio, and operationalised directly within enterprise workflows at scale.
The acquisition also aligns with growing enterprise demand for autonomous tools able to process large volumes of customer interactions and accelerate decision-making across the enterprise.
Scale of the opportunity
Sprinklr has more than 1,600 enterprise customers globally, including Microsoft, Procter & Gamble, and Samsung, alongside a majority of the Fortune 100. Bringing multimodal intelligence to that customer base could represent a meaningful shift in how large organisations approach market research, trend detection, and customer feedback analysis.
The deal arrives at a moment when the divide between how customers communicate and how brands listen has become difficult to ignore. Text-based VoC was designed for a world of reviews and surveys. Brands that cannot read customer signals from video will be missing out on vital context, which is only growing in importance as effective CX AI requires strong data foundations.
Financial terms of the acquisition were not disclosed.