Marking its fifth acquisition in the past 12 months, cloud-based customer service software provider Freshdesk announced the acquisition of Airwoot – a startup that uses machine learning to help brands deliver quick customer service on social media. At Freshdesk, the Airwoot team will focus on enhancing the company’s current social media offerings.
Founded in 2012 by a team of PhD dropouts, lead by Saurabh Arora, Airwoot uses artificial intelligence to cancel noise from social chatter, and increasing the speed and effectiveness of social support. Given the fact that major brands may be interacting with upwards of 10,000 users on Twitter on a typical day, sifting through the “noise” becomes a significant challenge as tweets and comments pile up.
Hence, Airwoot helps brands by employing machine learning to automate the process of identifying conversations on social media that require immediate attention, such as queries, grievances and incidents. Its sophisticated algorithms are also able to predict when a conversation is likely to go viral and can alert companies to act.
Girish Mathrubootham, Founder and CEO of Freshdesk, stated, “Delivering customer support via social media continues to be a challenge for many companies given the high volume of noise in the medium. Airwoot’s AI technology provides us a powerful platform to power the social engagement centers of the future.”