In a move that signals the expanding frontier of customer experience, Contentsquare has signed a definitive agreement to acquire Loris AI, a conversation intelligence platform built to decode and optimize customer-agent interactions. The acquisition brings together two powerhouses in digital analytics and conversational AI, promising a more complete, real-time view of the customer journey—from the first click to the last word.
As businesses shift from static digital interactions to dynamic, AI-augmented conversations, the deal positions Contentsquare at the intersection of user behavior analytics and real-time engagement intelligence. And in a world where every customer conversation is a goldmine of feedback, this could be a strategic masterstroke.
“It’s not just about improving support,” said Jonathan Cherki, Founder and CEO of Contentsquare. “It’s about giving brands the competitive edge in a world where conversations are the next frontier of customer experience.”
Why This Acquisition Matters Now
The timing is anything but accidental. According to Gartner, 70% of customer interactions will begin and end in conversational interfaces by 2028, largely driven by AI assistants and automated support systems.
While web and app analytics capture clickstream behavior, most companies still lack real visibility into the text-based conversations that are becoming the primary interface of customer service, loyalty, and sales. Loris AI was built for exactly that gap, using proprietary AI models and large language models (LLMs) to analyze 100% of customer conversations—including sentiment, intent, friction points, and outcomes.
That means everything from chat sessions to messaging app interactions can now be quantified, interpreted, and optimized with the same depth and precision as website analytics.
Loris AI: Built for the Age of AI-Powered CX
Unlike generic NLP tools or call center dashboards, Loris AI was purpose-built to analyze digital customer service conversations. It parses interactions from both human agents and AI bots, surfacing nuanced performance insights like:
- Emotional tone and sentiment shifts
- Root causes of churn or dissatisfaction
- Agent efficiency and script adherence
- Emerging product or UX issues
This intelligence helps product, support, and CX teams move beyond basic KPIs to make smarter, data-informed decisions that tie directly to outcomes like CSAT, retention, and lifetime value.
“AI agents and effortless brand engagement are unleashing a conversation revolution,” said Etie Hertz, CEO of Loris. “The companies that harness this conversational intelligence will win in this new world.”
Closing the Feedback Loop: Click to Conversation
Contentsquare is already well known for its digital experience analytics—tracking user sessions, web journeys, scroll depth, and behavioral anomalies to optimize UX. But with this acquisition, it can now connect those behaviors to the “why” behind them, hidden in post-click conversations.
Imagine this scenario: A customer clicks through a product page, drops off at checkout, and then chats with a support agent. Until now, these signals existed in different silos. By combining Contentsquare’s behavioral data with Loris’s conversation analytics, brands can now get a single, holistic view of the customer journey—including what customers said, how they felt, and what happened next.
It’s a flywheel of insight, creating feedback loops that inform not just support, but product design, content, marketing, and AI agent training.
What’s Next: AI-Powered CX Gets Smarter
While financial terms of the deal weren’t disclosed, the strategic implications are clear. The acquisition also feeds into Contentsquare’s growing AI incubator, a sandbox of innovation where the company has been developing predictive models, real-time diagnostics, and personalized experience tools.
Adding Loris’s conversational layer supercharges those efforts. It unlocks one of the richest, yet most underutilized, data sets in the enterprise: the support conversation.
With Loris, Contentsquare can:
- Train AI models on real feedback from users in real-time
- Predict user churn and satisfaction based on conversational behavior
- Optimize the performance of human and AI agents alike
- Create CX strategies that connect digital behavior with emotional outcomes
Final Take: Conversations Are the New Clickstream
This acquisition marks a pivotal expansion of what digital analytics means in 2025 and beyond. As brands compete on experience more than price or product, understanding the full emotional and behavioral context of each user will define who wins.
With Loris AI in its corner, Contentsquare is betting that conversational intelligence is no longer optional—it’s the missing piece of the CX puzzle.
Power Tomorrow’s Intelligence — Build It with TechEdgeAI.
