Freshdesk, a cloud-based customer service software provider, has acquired Airwoot, a startup that uses machine learning to help companies deliver high-speed customer service on social media.
Airwoot is Freshdesk's fifth acquisition in the past 12 months and aims to deepen its social support capabilities. Others have included file collaboration platform provider Framebench, and Konotor, provider of a mobile first user engagement platform.
Airwoot uses machine learning to automatically identify conversations on social media that require immediate attention, such as queries, grievances, and incidents, and to predict when conversations are likely to go viral and can alert companies to act.
"Delivering customer support via social media continues to be a challenge for many companies given the high volume of noise in the medium," said Girish Mathrubootham, founder and CEO of Freshdesk, in a statement. "Airwoot's AI technology provides us a powerful platform to power the social engagement centers of the future."