Contentsquare is expanding its platform to track customer journeys across AI assistants, ChatGPT apps and LLM-driven traffic, giving brands visibility beyond traditional web analytics.
Contentsquare, a digital analytics platform, announced Monday a set of new capabilities designed to help brands track and understand customer journeys that now begin inside AI assistants and conversational platforms rather than on conventional websites and mobile apps.
The expansion reflects a structural shift in how consumers discover and interact with brands. Journeys that once started with a search engine or a direct website visit increasingly begin inside tools like ChatGPT, where a customer might ask a question, receive a brand recommendation and click through to a website — a sequence that existing analytics infrastructure was not built to capture end-to-end.
“Brands that want to succeed in this agentic era need visibility into every interaction — from conversations and support tickets to social feedback and AI agent behavior,” said Jonathan Cherki, chief executive and founder of Contentsquare. “Teams can finally connect the dots, prioritize what matters most, and act in real time to improve experiences, retention and growth.”
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A Configurable AI Agent for Analytics
The centerpiece of the announcement is an updated version of Sense Analyst, Contentsquare’s analytics agent, which has been redesigned to be configurable to each organization’s specific goals and priorities. Rather than reporting metrics on demand, Sense Analyst now proactively identifies improvement opportunities and surfaces insights tied to business impact.
The updated agent includes a customizable dashboard — the company calls it a Newsroom — where AI agents analyze experience data around the clock, detecting issues and flagging growth opportunities. Insights can be delivered directly to users’ email inboxes on a scheduled basis, reducing the need for teams to monitor analytics tools continuously.
Tracking What Happens Inside ChatGPT
As brands begin building applications within AI assistants, Contentsquare is now providing analytics for activity within ChatGPT apps — showing how customers discover brands through prompts, how they interact within those experiences, and how their journeys move between AI assistants and conventional websites.
The capability allows brands to answer questions that were previously unanswerable: which prompts generate conversions, whether customers return through AI assistant channels, and how journeys that begin inside a large language model ultimately resolve. Accor, the hospitality group, is among the early adopters.
“Being a first mover on ChatGPT allows us to redefine digital hospitality,” said Yassine Hachem, senior vice president of e-commerce and customer engagement at Accor. “Partnering with Contentsquare ensures we understand these new AI behaviors from day one.”
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LLM Traffic and Conversation Intelligence
Beyond ChatGPT-specific analytics, Contentsquare is also introducing tools to measure LLM-driven traffic more broadly — giving organizations visibility into whether visitors arriving at their websites are human or AI-driven, and how those two types of traffic behave differently in terms of navigation and conversion.
A separate addition, built on Contentsquare’s recent acquisition of Loris, brings conversation intelligence into the platform. The tool captures customer conversations across support tickets, phone calls and in-product chats, enriches them with signals from reviews and social posts, and connects conversational data with digital behavior and business outcomes. The goal is to give brands a unified view of what customers are saying, where they encounter friction and which changes will have the greatest impact on loyalty.
Alexandra Alessi, vice president of brand e-commerce at hair care company Olaplex, said the platform’s AI capabilities had contributed to a 31% improvement in conversion rates and allowed the company to make its redesign process data-driven rather than subjective.
Contentsquare also announced that its experience data is now accessible through the Model Context Protocol, making it available within AI assistants, including Anthropic’s Claude, Cursor and Microsoft Copilot — allowing teams to query analytics data in plain language without switching between systems.
The announcements were made at CX Circle London, the first stop of Contentsquare’s global conference tour.
