HS Brands Becomes the First Mystery Shopping Company to Launch Next-Generation AI Enhancements
Boston, MA — October 23, 2025 — HS Brands Global, a global leader in mystery shopping, loss prevention, and data collection solutions, proudly announces the launch of groundbreaking artificial intelligence (AI) enhancements that redefine the future of customer experience measurement.
These advancements mark a major leap forward for HS Brands—bringing unparalleled accuracy, speed, and insight to the mystery shopping and audit process.
Revolutionizing Insights Through AI
The new AI-driven capabilities are designed to streamline workflows, improve data quality, and deliver deeper, actionable insights.
The enhancements include:
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AI-Driven Narrative Summaries – Automatically condenses shopper feedback into concise, actionable reports.
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Smart Consistency Checks – Detects mismatches between survey responses and written narratives.
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Editor Insight Tools – Suggests follow-up questions and shopper clarifications in real time.
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Advanced Sentiment Analysis – Interprets tone, emotion, and intent to deliver richer insights.
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Program Improvement and Focus Analysis – Identifies opportunity areas across brands and locations.
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AI-Driven Recommendations – Highlights strengths, weaknesses, and areas of opportunity while creating suggested action plans, training focuses, and business improvement strategies.
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Photo Recognition & Analysis – Automatically verifies image accuracy and extracts insights from visual data.
All features are fully integrated into HS Brands’ SASSIE and Presto platforms—requiring no additional tools or training.
Other AI-Based Innovations on the Horizon
While HS Brands has successfully rolled out the AI-based editing and analysis components, the company is already developing deeper innovations that will transform the next generation of brand intelligence.
Upcoming advancements will focus on deeper sentiment modeling, program improvement automation, and strategic recommendations that further refine how brands identify patterns, improve performance, and act on insights.
More updates on these capabilities will be announced soon.
What’s Next
The next development phase will include:
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Fraud Detection – Using AI to identify inconsistencies between text, photos, and survey data.
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Advanced Analytical Dashboards – Powered by AWS QuickSight, delivering dynamic data visualization and cross-source trend analysis.
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Enhanced Multilingual Support – Providing nuanced translations across key regional dialects and languages.
Transforming the Industry Standard
With this launch, HS Brands becomes the first company in the mystery shopping industry to integrate this level of AI-powered intelligence into its workflow—marking a major milestone in the evolution of brand auditing and customer experience measurement.
“It has always been my mission to keep HS Brands and the SASSIE platform at the forefront of innovation,” said Tommy Mills, CEO of HS Brands Global. “In 2000, I brought mystery shopping into the 21st century when I created SASSIE, and it subsequently became the world’s most widely adopted software in the industry. Over the years, we’ve continued to innovate—making it easier for brands to see, understand, and improve performance globally. With the advent of AI and our integration of best-in-class tools like AWS QuickSight, HS Brands once again leads the way in transforming how insights are gathered and acted upon.”
About HS Brands International
Founded in 1992, HS Brands is a global leader in Mystery Shopping, Loss Prevention, and Data Collection services. With a presence in over 190 countries and more than 30 years of experience, HS Brands delivers actionable insights that protect brands, elevate customer experiences, and drive operational excellence.
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