Pathlight rebrands as Echo AI and debuts new marketing automation features

Customer engagement startup Pathlight today rebranded to Echo AI and introduced new features to its flagship software platform.

The company is incorporated as TTSF Inc. and is backed by $35 million in funding from Kleiner Perkins and other investors. It uses artificial intelligence to provide a platform to find improvements in call center team and customer interactions. The platform can, for example, identify cases where a user’s technical support question is not fully resolved.

Echo AI also functions as a marketing tool. The company says its platform extracts information about customer buying preferences from contact center calls and makes that data available for promotional campaigns. The new features that Echo AI is introducing today in conjunction with the rebranding strengthen this part of the platform’s feature set.

The first addition is called a conversation action. The company says it detects when a customer expresses an interest in purchasing a specific product during a call. This feature allows you to send personalized sales offers to that customer through a third-party marketing automation service.

Echo AI offers integrations with marketing automation tools from Salesforce Inc., HubSpot Inc., and several other companies. Information about shoppers’ purchasing preferences can likewise be transmitted to so-called customer data platforms (CDPs). These are applications that marketers use to aggregate data about consumer behavior from various systems and find ways to improve advertising campaigns.

In addition to sending upsell offers, Echo AI’s new Conversation Actions feature can also automate several other tasks. Marketers can be notified when certain metrics cross certain thresholds, such as the number of users mentioning a competitor during a call. Additionally, conversation actions can offer incentives, such as discounts, if a user is considering canceling their subscription.

As part of today’s update, Echo AI is also expanding the range of data sources its platform utilizes to understand shopper behavior. Until now, the platform has primarily focused on handling contact center calls, emails, and texts. Echo AI can now also ingest app reviews, social media posts, Net Promoter Score surveys, and chatbot conversations.

“The capabilities we are announcing today will help us extend conversation intelligence beyond the contact center so every department can benefit from our insights and actions,” said Alex Kvamme, CEO of Echo AI. He writes: blog post today. “We believe every employee should be able to access and benefit from conversational intelligence because every employee has a role to play in serving our customers.”

The platform visualizes the customer behavior patterns it finds in graphs, making it easier for employees to analyze them. For example, Echo AI can generate a pie chart that highlights the most common reasons users cancel their subscriptions. The platform also tracks buyer sentiment and various related metrics.

Internally, Echo AI uses large-scale language models to analyze ingested customer data. Leverage both open source LLMs and commercial models from providers such as OpenAI. A customer can optionally fine-tune her LLM by training it on an in-house marketing dataset.

“We have built an infrastructure that allows us to analyze millions of conversations across dozens of dimensions with unparalleled accuracy and consistency, using many LLMs at any given time,” Kvamme elaborates. .

Image: Echo AI