The rebrand splits Hootsuite into four connected apps over a shared data and AI layer, adds an agent that acts across them, and opens its social signal to outside AI assistants via MCP.
2026-06-24 · by Moe Ameen
On June 24, 2026, Hootsuite announced Social OS, an "AI-native social operating system" that rebuilds its product line into four connected apps sharing one data and AI layer. The apps are Perch (content creation, planning, and publishing — the classic Hootsuite scheduler), Nest (the social inbox and customer-care product), Lumen (social intelligence, combining the Talkwalker acquisition with Hootsuite Listening), and Parliament (employee advocacy and social selling, formerly Amplify). A fifth app, Vigil, focused on compliance and governance, was announced as coming soon.
The centerpiece is Wisdom, which Hootsuite calls a "social-first AI agent." It consolidates the company's earlier OwlyGPT and Yeti tools into a single agent that runs across every app: you ask plain-language questions like "what's shaping perception of us this week?" and get cited answers grounded in live social data, and Wisdom can then take action — drafting and scheduling posts in Perch, triaging messages in Nest, or pulling insight from Lumen. Hootsuite says Wisdom is built on more than 15 years of proprietary social data and over 150 million monitored sources across 187 languages.
Hootsuite also shipped MCP (Model Context Protocol) connectors for Perch, Nest, and Lumen. Those open-standard connectors let external AI assistants — Claude, ChatGPT, Gemini, Copilot — read Hootsuite's social signal directly inside their own workflows, without logging into the dashboard. Every app is available on a 14-day free trial with no credit card required. Hootsuite has historically kept its tier prices behind a trial signup or sales call, and the launch materials did not publish per-tier figures, so treat any specific price as something to confirm rather than a stated number.
The most useful thing about this launch for a creator is not the four apps — it is the open door. Hootsuite's new MCP connectors mean its social signal can flow into an external AI workflow, which is exactly the kind of input a production engine wants. The pattern: let Lumen and Wisdom tell you what is spiking and how your audience is reacting, then take that signal somewhere that can actually manufacture the content. Social OS stops at a caption draft and a scheduled slot; it does not make the video, the carousel, or the graphics.
That is the Kompozy step. Drop the angle Wisdom surfaces — or the brief from Lumen — into Kompozy as a source, and it generates the assets Social OS leaves blank: a HeyGen persona or avatar short with burned-in captions, a brand-exact carousel via HyperFrames, quote graphics, a blog draft, a newsletter, and platform-native text posts, all written in your voice through a Persona Brief. Then Kompozy schedules and publishes the set across its nine platforms. Acting on a launch like this today looks like pairing the best signal layer you can get with an engine that turns that signal into a week of finished, on-brand content.
Hootsuite announced Social OS, an AI-native social operating system that splits its product line into four connected apps — Perch (publishing), Nest (inbox/care), Lumen (intelligence), and Parliament (advocacy) — sharing one data and AI layer, plus a coming Vigil governance app. It also introduced Wisdom, a social-first AI agent, and MCP connectors for Perch, Nest, and Lumen.
Wisdom is Hootsuite's social-first AI agent that runs across every Social OS app. It answers cited, plain-language questions grounded in live social data and can take action like drafting and scheduling posts or triaging the inbox. Hootsuite says it consolidates its earlier OwlyGPT and Yeti tools and is built on 15+ years of data and 150M+ monitored sources.
Not beyond caption drafts. Wisdom can write post copy and Perch schedules and publishes, but the suite does not generate avatar or persona video, clip long-form footage, or render carousels and branded graphics. Creators bring those assets from a separate creation tool.
Use the intelligence layer (Lumen and Wisdom), including the new MCP connectors, to find the topic worth posting about, then bring that signal into a generation engine like Kompozy to produce the finished video, carousels, graphics, and copy in your brand voice and publish across nine platforms.