Hootsuite today announced the release of Wisdom, a social-first AI agent purpose-built for social and business intelligence. Powered by 15+ years of proprietary social data and more than 150M monitored data sources, Wisdom gives organizations a real-time window into the signals shaping their brand — transforming live social data into contextual intelligence and coordinated action. Social moves fast, and brands need to move faster. More networks, more noise, more pressure, and AI keeps raising the stakes.
Hootsuite launches Wisdom, a social-first AI agent for social and business intelligence.
Wisdom is powered by 15+ years of proprietary social data and 150M+ monitored sources.
Social OS reimagines Hootsuite's portfolio as purpose-built AI-powered products.
Perch (publishing), Nest (care), Parliament (advocacy), Lumen (intelligence).
MCP connectors enable AI agents to access Hootsuite insights in external tools.
64% of senior marketing leaders run AI tools without live social data.
What makes Wisdom different is what it's built on: proprietary social intelligence spanning live social data, historical context, audience behavior, cultural signals, and image detection. That foundation turns intelligence into something organizations can act on in real time. From a single conversation, users can uncover trends, identify risks, create content, and get recommended next steps — all from one connected system. Ryan Holmes, CEO of Hootsuite, stated: "We started Hootsuite to help organizations show up on social. Eighteen years later, the ambition is different: not keeping up, but knowing first. Wisdom is the intelligence layer that finally lets businesses operate at the speed of culture. Today, we're helping customers stop reacting and start anticipating — seeing what social is telling them, understanding what it means, and acting before the moment passes."
Alongside Wisdom, Hootsuite is unveiling Social OS, a social operating system with AI at the core — built to keep organizations ahead of social, at the speed it actually moves, across teams of any size. It represents a major evolution of Hootsuite's product experience, bringing social intelligence, publishing, customer care, and advocacy together through a shared agentic layer. Social OS organizes Hootsuite's full portfolio into a set of purpose-built, AI-powered products, each designed for a specific social function: Perch for publishing and planning, Nest for customer care, Parliament for employee advocacy, and Lumen by Talkwalker for social intelligence. Each product stands alone but together they form one interoperable system, with Wisdom as the AI layer that connects them all.
To extend social intelligence beyond the platform, Hootsuite is also launching Model Context Protocol (MCP) connectors across Perch, Nest, and Lumen. These connectors allow AI agents to securely access Hootsuite insights and data inside the AI tools and workflows they already use, while enabling external tools and data sources to be brought directly into Wisdom. Hootsuite research found that 64% of senior marketing leaders admit to running AI tools without live social data, highlighting the critical gap that Wisdom addresses.
Social OS, Wisdom, and Hootsuite's MCP connectors are built on a governed data foundation, with key data sourced through direct API partnerships with the world's largest social networks and designed with enterprise-grade security and compliance in mind. This ensures that organizations can leverage social intelligence with confidence, knowing that data is protected and compliant.
About Hootsuite
Social media never slows down. Hootsuite is built to keep you ahead of it. Hootsuite Social OS is the AI-first operating system for everything social — social intelligence, publishing, employee advocacy, customer care, and analytics. And it's all powered by Wisdom, your built-in AI assistant that makes social as easy as chat. With 18 years of expertise and more than 25 million users, Hootsuite helps businesses spot what matters, make smarter decisions, and take action before the window of opportunity closes.
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