Just months after acquiring ViralMoment to address blind spots in video-based customer intelligence, Sprinklr is expanding its Voice of the Customer ambitions once again. The company's Summer '26 Release introduces new capabilities for understanding whether ChatGPT or Gemini recommends a brand's product, and for turning customer insights into real-time action.
From More Signals to Faster Action
In May, Sprinklr acquired the assets of ViralMoment, extending its listening capabilities from text into short-form video, audio and imagery, and closing a blind spot in how enterprises capture sentiment expressed visually rather than in writing.
The Summer '26 Release builds directly on that foundation, widening the range of signals available to Sprinklr's VoC platform while introducing tools designed to help organisations respond before small issues become bigger problems. Together, the two moves suggest Sprinklr sees VoC becoming both broader and more operational.
Karthik Suri, Chief Product and Corporate Strategy Officer at Sprinklr, framed the release around a shift from insight to execution: “The challenge today isn't collecting data - it's knowing what matters and acting on it quickly”. He added that the release aims to help organisations move “from signals to decisions and from conversations to resolutions”.
New Capabilities Extend Sprinklr's VoC Platform
LLM Insights and AI Search Visibility
For brands, one of the most notable additions is LLM Insights, which helps them understand how they appear across AI-powered search and generative answers. Sprinklr describes it as an integrated generative engine optimisation offering that helps teams identify the prompts and topics where their brand surfaces. As customers increasingly turn to tools such as ChatGPT and Gemini to research products and services, monitoring share of voice within AI-generated answers is emerging as the next frontier in search visibility. Unlike traditional search, AI-generated answers can reveal how customers frame questions and where information gaps or misconceptions exist.
AI-Driven Signal Detection
Another theme running through the release is signal prioritisation. Sprinklr has introduced AI-driven analysis of trending content and conversations, helping teams identify which signals are most likely to affect brand performance, framing this as a response to information overload rather than a lack of data. Every customer insight platform promises better listening. The hard part is figuring out what genuinely needs attention.
From Insights to Operational Response
Beyond AI search monitoring, Sprinklr is also investing in execution, including expanded Copilot functionality for campaign creation, next-generation Voice AI agents, and deeper integrations with Adobe Customer Journey Analytics and Microsoft Teams. The intent is to connect insight to action, whether that means adjusting a campaign, escalating a service issue or catching a trend before it spreads.
Why it Matters for CX Leaders
Voice of the Customer has moved well beyond its origins in surveys. Alongside video, social conversations, messaging channels and support interactions, AI-generated answers are becoming another source of customer intelligence, and a channel in their own right. For many organisations, the problem is not a shortage of feedback but an inability to act on it quickly enough. The next phase of customer intelligence may depend less on collecting more of it and more on identifying what matters and responding fast.
That emphasis on outcomes echoes wider industry direction. Rivals such as Medallia have similarly focused on frontline AI and measurable outcomes, while customer intelligence vendors more broadly are emphasising action and workflow orchestration over passive analysis.
Key Takeaway
Sprinklr's latest release suggests the definition of Voice of the Customer keeps expanding. As customers increasingly discover, evaluate and engage with brands through AI-powered experiences, organisations may need to treat AI-generated answers as both a source of customer intelligence and a channel for engagement. Collecting feedback is becoming the easy part. Knowing what matters and acting on it is the new challenge.