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Respondology, the provider of a social media comment moderation and intelligence platform, today announced the launch of Respond, an artificial intelligence-powered platform that engages with social media comments to capture audience attention.
More than 97% of user comments go unanswered according to the company, not because brands don’t care, but because replying is a manual process, and they can’t keep up. A vast majority of audience sentiment exists in comments on social media, such as X, TikTok and Instagram, and within product reviews and other spaces.
It might seem as if these comments are just users blowing off steam, but it’s not the case. According to Respondology’s own internal data, almost 68% of buyers read comments before making a purchase decision. Nearly half, almost 47%, associate toxic or unanswered questions and comments with poor attention are associated with inattention from the brand itself. A poorly attended brand section can lead to a bad reputation.
Some of the best-known brands on social media are those that reply to comments on Twitter with humor and wit, such as Wendy’s and Taco Bell. But a brand doesn’t need to stand out as hip or streetwise to be in the trenches with its audience just to be present.
To bridge this gap, Respondology built a solution that uses AI agents trained on a company’s brand voice that act like interns to triage comments across every platform, categorize comments by intent – purchase questions, fan moments, feedback, support requests – and respond authentically.
The company said agents avoid chatbot canned replies. Many algorithmic systems produce content that looks generated, static or out of place, which can be perceived poorly by audiences. However, brands are walking a narrower tightrope than they might expect.
Many brands are facing an increasing problem where audiences have become increasingly wary of messages sent on social media. Many push back against automatic and perceived AI replies from brand sources and conspiracy theories proliferate that algorithmic bots exceed humans in social spaces.
Respondology raised $5 million in mid-2025 to assist brands in curating and moderating comments and shaping their social media presence. The next stage is helping them take control of their messaging.
The company said the objective of Respond as an agentic AI tool is to give brands a way to reach out to audiences at scale, understand sentiment and get ahead of the spam, without becoming yet another algorithmic output.
