Hootsuite’s September 2026 product updates include 20 new features and improvements, from tracking what AI assistants say about your brand to a redesigned Contact panel in Nest. It’s our biggest month of the year so far, and the updates touch almost every part of the social workflow.

Hootsuite is an all-in-one social media management platform. Teams use it to plan, publish, engage, listen, and measure, all from one dashboard (instead of a dozen open tabs).

Here’s everything we rolled out this month. (Missed last month? Catch up on August’s product updates.)

Lumen’s LLM Insights now show you how your brand appears in AI-generated answers across ChatGPT, Gemini, Perplexity, and Claude.

Over 50% of consumers begin product research with an AI assistant instead of a search engine. The problem is that most brands have no idea what AI assistants are saying about them.

LLM Insights clears that up. It scores your brand’s visibility and tracks sentiment and share of voice across AI answers, so you can see where you stand.

Takeaway: AI search is changing how people find brands. LLM Insights shows you whether they’re finding yours. (Available with the Lumen add-on.)

Content admins have enough dashboards to deal with. Now, with Parliament MCP for Content Admins, they can create, edit, publish, and schedule posts directly from the AI chat tools they already use, like ChatGPT, Claude, and Gemini.

The update builds on Parliament MCP for Advocates, which launched last month, bringing the same conversational workflow to the people managing advocacy content behind the scenes.

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