Social intelligence vs AI slop? Here's what brands are getting wrong

All brands have social media channels, but how many see these channels as strategic to the business? And how are brands managing their social media strategies today, especially with the increased use of Artificial Intelligence (AI) to generate the beloved “AI slop?”

Some insights from the 2026 Social Intelligence Report, and the Sprout Social Q1 2026 Pulse Survey, might give us answers to these questions.

The rise of social intelligence

According to Brittany Hennessy, VP of Social Intelligence Evangelism at Sprout Social, one of the most striking findings from the Social Intelligence report is that organizations are beginning to recognize the importance of social media to business outcomes, yet they still struggle to translate social insights into actionable business decisions. It’s not that organizations don’t have access to the data - they do -ut only 14% are incorporating it into their decision-making on a weekly basis.

What was...

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