Social Intelligence Redefined in the Age of AI: From Artificial Intelligence to Social Intelligence

If you're a business owner, a marketer, a PR specialist, here's the truth: you can't afford to ignore what people are saying about your products online. If you’re not listening, your competitors are—and they’ll be the ones adapting faster, solving problems sooner, ultimately winning your customers.

In today’s fast-moving digital world, simply promoting your product won’t bring you success. You have to give your customers exactly what they want.

That’s where social listening tools with social intelligence come in. These tools don’t just track mentions of your brand—they help you tap into real conversations, uncover the true desires of your customers, so your product hits the right spot for your customers, and stay ahead of the shifting trends.

What is Social Intelligence and Why Should AI Tools Have It

Traditionally, we use social intelligence to refer to a person’s ability to understand and navigate social environments—interpreting emotions, reading between the lines, and responding appropriately to the mood and behaviors of others.

Translating this ability to AI tools has long been a challenge. While AI marketing research tools and product development tools are often good at parsing data at scale, it’s very difficult for it to understand how people feel and why they talk about certain topics the way they do. A feature that requires strong understanding of the causal relations within the data.

But for social listening AI tools that help brands understand their customers, social intelligence is exactly what you need.

Why Is It Important for AI Tools to Have Social Intelligence?

Social intelligence in AI is about going beyond keywords to understand meaning, sentiment, and context—in real time. It’s not just about knowing which keyword appeared the most frequently–it’s about understanding why people have the need they do.

A socially intelligent AI tool doesn’t just scrape data. It listens and interprets.

That means understanding:

• What people are saying about a brand or topic
• How they feel about it (positive, negative, or neutral)
• The cultural or emotional nuances behind trending discussions
• Which voices are emerging and which are losing relevance

Introducing MurMur Lab: Currents AI’s Social Intelligence Platform

The internet is noisy. The most important voices aren’t always the loudest. Often, critical signals are buried under viral distractions and algorithmic chaos. These voices murmur—they don’t shout.

MurMur Lab is built to find them. It is both a social listening tool and a social media monitoring platform. But it’s more than that—it’s designed to detect the digital murmurs that matter.

MurMur Labs helps you:

• monitor online conversations across platforms
• extract relevant discussions related to your brand or industry
• surface real-time sentiment and contextual insights
• Highlights emerging voices and niche communities worth listening to

Here’s an example. I entered the keep word “Manus AI” to get an overview of how people on the internet really think of it. Here are some insights I found:

Overall, people are happy about Manus AI–they like it. The biggest reason: it’s powerful and able to handle complex tasks.

MurMur labs also help you get an understanding about your audience profile. Essentially, who are your customers and who cares?

The timeline view also helps you stay ahead of the trends with real-time alerts of positive and negative feedback:

If you are in marketing, and you want to get a competitor analysis between your product and other available products, you have to check out the competitive analysis section that gives you a detailed summary of the pros and cons of different products.

If you are in product development and you want to use these information to help you design the next hit, check out the “strategy report” and “product design” sections that help you determine the next steps, and give you an idea about what the impacts they will bring:

I know, all this information overwhelming, but don’t worry. You can ask our AI chatbox, ask your questions as if the customers are right in front of you.

Social media is no longer just a marketing channel—it’s one of the most powerful business resources available today.

Every post, comment, review, and reaction is rich with insights into what your customers think, feel, and expect. Yet, many companies still underuse it.

Unlike basic monitoring tools, Currents doesn’t just gather data—it brings social intelligence to the table. It helps you understand customer sentiment, surface key conversations, and make sense of what really matters in real time.

With Currents, brands can connect more authentically with their audience, craft messaging that resonates, and ultimately drive more sales by acting on what people are actually saying.

If you’re ready to stop guessing and start listening, it’s time to try MurMur Lab—Currents’ newest tool built to help you hear what matters most.