Sprout Social introduces “Trellis,” a proprietary AI agent that transforms social media data into business insights through conversational queries. The Chicago-based company, which serves approximately 30,000 brands, positions the launch as its most significant intelligence update to date.

Trellis allows users to ask plain-language questions to query billions of social data points for market research, competitive analysis, and customer feedback. The AI agent operates within Sprout’s social media management platform, providing what the company describes as instant access to information previously buried in unstructured social data.

“I’ve spent years leading marketing and communications functions, and have seen firsthand how teams are constantly chasing signals in the noise of social data,” Scott Morris, CMO of Sprout Social, said in a press release. “Sprout AI changes all of that.”

The system draws on data secured through premium partnerships with social networks, distinguishing its outputs from generic large language models, according to the company.

Crisis Detection and Risk Management

The AI capabilities extend to Sprout’s NewsWhip product, which monitors social sentiment spikes and emerging complaints. The system provides automated crisis detection alerts designed to identify potential issues before they escalate.

Sprout positions the technology as moving beyond task-based assistance to what it calls “agentic AI,” i.e., a proactive system that conducts complex analysis without requiring step-by-step human direction. The company states this approach allows social media teams to redirect effort from routine analysis to strategic work.

Content Optimization Features

The AI system includes tools for content creation and timing. Optimal Send Times analyzes engagement patterns to determine when to publish posts, while AI-generated post copy assists with content creation. The features aim to help teams identify resonant content and generate search-optimized material for social platforms.

Morris describes the technology as “like having a tireless strategist at your side, leveraging social intelligence to pull instant, clear insights to drive customer-centered campaigns and inform critical business decisions.”

Expanded Product Ecosystem

The Trellis launch follows Sprout Social’s September 2025 integration with Canva, which allows users to send completed designs directly into Sprout’s publishing workflow. That integration preserves captions, tags, and scheduled times during transfer between the platforms.

The company’s current product lineup includes social media management software and an influencer marketing platform. Sprout rebranded its influencer marketing tool, formerly known as Tagger Media, in February 2025 following its 2023 acquisition. The platform now operates under the name Sprout Social Influencer Marketing.

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