Sprinklr has acquired assets of ViralMoment to expand its multimodal customer intelligence capabilities across video, images, audio, and text.
The deal gives Sprinklr access to ViralMoment’s AI-powered social video intelligence and analytics technology. It also strengthens Sprinklr’s Unified Customer Experience Management platform at a time when customer behavior is shifting toward visual-first channels.
Sprinklr frames the acquisition as a response to a major CX blind spot. Many Voice of the Customer programs still focus on written feedback, reviews, survey responses, and text-based social posts.
But customers increasingly express sentiment through TikTok videos, Instagram Reels, YouTube Shorts, images, audio clips, and on-screen text. That creates a gap for brands that want to understand what customers feel, want, and share in real time.
The acquisition centers on a clear market shift. Social engagement has become more visual, while enterprise listening tools often remain text-led.
That matters for CX teams because customers do not always describe experiences in neat written feedback. They show frustration in a product video. They reveal intent through a creator trend. They signal loyalty through visual storytelling. For Karthik Suri, Chief Product and Corporate Strategy Officer at Sprinklr, the priority is clear:
"Modern listening requires understanding customers the way they actually communicate today, visually, emotionally, and at speed. While short-form video is becoming one of the dominant formats for brand engagement and discovery, most solutions still interpret culture through text. We believe that this acquisition allows us to advance our AI-native platform with the ability to 'see’, interpret, and reason across video, imagery, and audio, unlocking a new generation of agentic AI systems grounded in real-world customer context."
That statement points to a practical challenge for enterprise CX leaders. If customer intelligence misses visual and audio signals, it can miss the emotional context behind customer decisions.
And when brands miss that context, they may react too slowly to emerging complaints, product feedback, creator-led narratives, and cultural shifts.
Multimodal Customer Intelligence Moves Up the CX Agenda
ViralMoment built its technology to analyze social video frame by frame. The system reviews visuals, audio, and on-screen text to identify trends, creative patterns, and cultural narratives as they develop.
Sprinklr expects the technology to help customers detect market trends earlier. It also expects brands to understand why specific content resonates, not only whether it performs.
That distinction matters. Performance data can show what reached an audience. Multimodal customer intelligence can help explain the emotional trigger, product concern, or cultural signal behind that engagement.
The acquired technology could support teams across marketing, insights, product, and service. A product team could spot visual feedback about packaging or usability. A service team could identify recurring complaints in creator videos. A marketing team could connect campaign performance to cultural relevance.
Sprinklr also highlights real-time activation as part of the value. That suggests the company wants to move beyond analytics dashboards and push insights into operational workflows.
ViralMoment’s value lies in its video-first design. It does not treat video as a secondary format or simply convert clips into captions.
Instead, the technology examines the full context of modern social content. That includes what appears on screen, what people say, and how visual narratives evolve across platforms. Chelsie Hall, Chief Executive Officer at ViralMoment, framed the move as a practical shift:
"We built ViralMoment around the belief that modern social requires a fundamentally different approach to listening to and understanding customers. Joining Sprinklr allows us to bring that capability into an enterprise platform built to operationalize those insights at scale, helping customers move from fragmented visibility to a more complete understanding of how culture and behavior evolve."
The phrase “fragmented visibility” captures the current problem well. Many brands collect customer data across contact centers, surveys, social platforms, and digital journeys.
But that data often sits in separate systems. And visual social intelligence often falls outside traditional VoC programs.