Sprinklr Inc., the social media management unicorn valued at $1.8 billion, is doubling down on artificial intelligence.

The company today unveiled Intuition, a new set of AI features for its flagship Experience Cloud designed to help brands better engage customers via platforms such as Facebook and Twitter. Intuition will roll out with two initial capabilities on launch. According to Sprinklr, each focuses on automating a different aspect of the work involved in managing a firm’s online presence.

The first, Smart Alerts, allows users to monitor social media for changes in the online discussion around a brand. Sprinklr said the tool can identify when there’s a sudden increase of posts mentioning a company, as well as catch shifts in consumer sentiment. This information makes it possible to respond more quickly to issues such as a website outage that may prompt a large number of online complaints.

Smart Alerts is hardly the first notification tool of its kind for tracking social media events. What sets it apart, according to Sprinklr, is a mechanism that automatically tweaks alerting criteria to account for the ebb and flow of online activity throughout a day. The company said this makes the tool better at spotting important developments than traditional alternatives that rely on fixed notification thresholds.

The second new AI feature rolling out alongside Smart Alerts is Intuition Moderation. It’s designed to automate the task of responding to social media messages, which can be highly labor-intensive because of the massive amounts of user-generated content that brands must sift through.  

Intuition Moderation can quickly identify the subject of online posts, determine if a given message requires attention and then send it to the appropriate department. The company sees the feature being useful for handling most everything from support requests to sales inquiries.

Sprinklr plans to release additional AI features to complement Intuition Moderation and Smart Alerts later this year. The company seems to be pursuing a similar vision as Salesforce.com Inc., which offers a set of AI capabilities marketed under the name Einstein as part of its cloud services. Adobe Systems Inc., a major competitor of Salesforce, has its own version called Sensei.

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