Analysts, marketers, and social media managers all share a common challenge: Keeping pace with fast-moving online conversations and trends, then acting on those insights before they go stale. 

Whether you’re designing research projects that’ll form the basis of a huge product decision, building a stronger understanding your competitor set, or trying to maximize the impact of your campaigns, you’ll be fighting an uphill battle without the right tools. 

Luckily, Brandwatch’s latest AI updates help teams get from data to insight to action faster, so you can move at pace with confidence. 

Here are seven ways those updates are making customers’ lives easier. 

1. Turn a research question into a strong query in seconds

Solution: Brandwatch Consumer Research 

Features: Iris AI Query Writer, Iris AI Query Health, Iris AI Query Fixer   

Building a comprehensive query – the foundation of your research project – just got so much easier. 

Your new, AI-enhanced workflow for query building: 

  1. Describe a brand or topic through chat 
  2. Receive a complete query and request any changes conversationally 
  3. Use the Query Health tool to assess a query and apply recommendations in one click 
  4. Boom! You’ve got a strong data foundation to build your research on 

2. Ask Iris for instant insights

Solution: Brandwatch Consumer Research 

Features: Ask Iris AI chat in homepage and dashboards 

Quickly understand a new brand, topic, event, or trend, then continue the investigation within a dashboard to dig into the patterns, themes, and changes in the underlying data. 

Your new, AI-enhanced workflow for generating speedy insights: 

  1. Ask Iris a question on the home page to get immediate answers, summaries, and topic breakdowns without requiring you to build a query or dashboard 
  2. Once you’re in a dashboard, continue asking Iris questions via chat to dive into your data in more depth 

3. Quickly find the themes and topics that are shaping a conversation

Solution: Brandwatch Consumer Research 

Feature: Iris AI Categories 

With the help of AI categories, you can stay in control while speeding up the process of surfacing consumer needs, pain points, and emerging themes. 

Your new, AI-enhanced workflow for categorizing vast datasets: 

  1. Iris analyzes a representative sample of data and suggests parent and child categories
  2. You review the suggestions  
  3. Happy? Apply the categories to segment your data fast 

4. Understand breaking stories so you can respond fast

Solution: Brandwatch Consumer Research 

Features: Enhanced Alert and Signal Emails with AI-powered summaries 

When crisis strikes, time is a precious resource. Our new enhanced Alert and Signal emails help you quickly assess whether an emerging change, story, or issue requires action. You won’t even need to access a dashboard to understand the situation. 

Your new, AI-enhanced workflow for crisis alerts: 

  1. Set up Alerts or Signals to notify you via of changes in your data 
  2. Enable the optional AI-generated summary 
  3. When your next Alert or Signal email lands, you'll receive an AI summary of the change that triggered the alert so you know what to pay attention to without reading through individual mentions one by one

5. Compare social performance with industry context

Solution: Social Media Management – Benchmark 

Feature: AI-powered Industry Benchmarks 

It’s now simple to understand how owned social performance compares to the broader industry. No more reviewing metrics in isolation. 

Your new AI-enhanced workflow for benchmarking your performance: 

  1. Industry Benchmarks calculates industry averages for common social performance metrics 
  2. Compare your results with relevant industry and sub-industry averages 
  3. Identify areas where your brand is ahead and where performance may need more attention 
  4. Set better goals by using industry context to establish realistic targets 

6. Don't miss relevant creators for your next campaign

Solution: Social Media Management – Influence 

Feature: Semantic search for YouTube creators 

If you’re relying on keywords to find creators, you might be missing out on top-tier talent. With Brandwatch Influence you can now find creators based on the context of their content. 

Your new, AI-enhanced workflow for creator discovery:

  1. Create a search for the type of YouTube creator you want to find 
  2. Semantic Search analyzes the meaning of that search and matches it with relevant YouTube creator content via titles and descriptions 
  3. Discover creators you might have otherwise missed – those who discuss the right topics using different words or phrases 
  4. You’ve now got a much stronger campaign shortlist to work from before applying your wider brand-fit and campaign criteria 

7. Automatically sort incoming messages on social

Solution: Social Media Management – Engage 

Features: Keyword Content Classification and AI Content Classification (coming soon) 

Want to improve prioritization and response times? You can now automatically identify, organize, and route incoming messages based on their content in Engage. 

Your new, AI-enabled workflow for sorting incoming messages: 

  1. Identify conversation types you’d like to filter or create automations around  
  2. Build classifiers fast with help from Iris AI to generate related keywords, synonyms, abbreviations, and common misspellings. You can use pre-built or custom classifiers to identify conversation types such as spam, toxicity, profanity, product feedback, billing inquiries, or personal information 
  3. Filter feeds and trigger automations based on message content, helping teams prioritize conversations that actually need attention

Nesibe Zirzakiran

Senior Product Marketing Manager, Brandwatch
I’m passionate about consumer insights, social data, and product storytelling. I love connecting the dots between what people are saying online, what products offer, and what decisions brands need to make. Outside of work, I enjoy nature and brunching with friends.