Sprinklr has launched LLM Insights, a new capability within its Sprinklr Insights product designed to help brands monitor and manage how they are represented across AI-generated search results.
The issue that Sprinklr is aiming to solve is companies having almost no visibility into what large language models are telling customers about them.
Indeed, generative AI platforms are increasingly the first port of call for customers researching products and services.
Rather than clicking through search results, users are getting synthesized answers – and those answers may be incomplete, outdated, or just plain wrong.
For customer experience teams, that creates a scenario where brand perception is being shaped by a channel they can't monitor or correct.
In discussing the news, Sprinklr's Chief Product and Corporate Strategy Officer, Karthik Suri, said:
“Customers increasingly move from a single prompt to a synthesized recommendation often without visiting brand websites or owned channels. Representation in these platforms is a critical driver of awareness and consideration.”
“LLM Insights gives organizations the ability to understand that conversation, act on it, and be part of the answers that matter.”
The CX Problem Hidden Inside AI Search
For CX leaders, if a customer asks an AI assistant which contact center platform to use, or which brand offers the best support experience, and your company is missing from the answer – or worse, described inaccurately – you've lost that customer before they ever reach your website or your agents.
The beta results back this up. Early customers using the tool this spring found that AI-generated answers were actively misrepresenting their brands at critical decision points.
Competitors were being surfaced more prominently, their own products were being positioned as higher-cost alternatives, and third-party domains were reinforcing inaccurate pricing and brand narratives – all without the brands having any idea it was happening.
Using Sprinklr's unified architecture, those teams were able to trace how social and digital signals were shaping those outcomes, giving them a way to detect emerging distortions early and take action before they spread.
Real Customer Conversations, Not Synthetic Prompts
What sets LLM Insights apart from similar tools, according to Sprinklr, is where it gets its queries from.
