Following the deal, Emplifi will integrate Pixlee TurnTo’s technologies into its social marketing, live commerce, and customer care services within its CX cloud platform, which combines social media, marketing, customer care and commerce.

Pixlee TurnTo’s technology allows brands to identify user-generated content from social media websites and gather highlights from positive reviews.

Headquartered in San Francisco, the company employs around 90 staff and works with clients including Carnival Cruise Lines and Kimpton Hotels & Restaurants. 

The financial terms of the acquisition have not been disclosed.

Emplifi launched in 2021 following customer engagement company Astute Solutions’ acquisition of social media marketing business Socialbakers. The company is backed by private equity firm Audax and has offices in the US, UK, Europe and Asia-Pacific.

Mark Zablan, chief executive, Emplifi, said: “By combining our strengths, we will be able to help brands close their customer experience gaps across marketing, commerce, and care by amplifying authentic customer voices throughout the entire customer journey.”

Kyle Wong, chairman and co-founder, Pixlee TurnTo, added: “Our vision has always been to enable community-driven brands to create outstanding experiences for their customers, and we are proud to have joined forces with a company who will enable us to take that vision even further.”