Comparison
Borentis vs InStore.ai: Retail Conversation Intelligence Compared
InStore.ai and Borentis both analyse in-store conversations to tell retailers and brands what is happening on the floor. InStore.ai is a US product oriented to operators and consumer brands, with thematic Pulse reports, an Ask InStore query tool and alerts. Borentis is built for Indian retail floors and goes from the conversation to the lead, the follow-up and the coaching. Here is how they differ.
What InStore.ai is
InStore.ai captures and analyses real customer conversations in stores to surface operational issues, product feedback and revenue opportunities. Its public material describes Pulse Reports (thematic reports on trends, breakdowns and coaching moments), Ask InStore (plain-language questions answered from frontline data), alerts for facility issues, missed sales and rising risks, and recognition and coaching for store staff. It addresses store associates through to CXOs on the retailer side and account managers through to CXOs on the brand side. Its published partnerships are in US convenience retail. The capture method, languages and pricing are not disclosed on its homepage.
What Borentis is
Borentis captures consented conversations on the advisor's phone, scores each against the retailer's playbook with an evidence trail, creates a lead when a number is shared, prepares the follow-up, and aggregates objections, competitors and unmet demand. Ask Prajna answers plain-language questions over the same data. It is built for India: Hindi, English, Hinglish and regional languages, and consent designed for the DPDP Act.
Side by side
| Borentis | InStore.ai | |
|---|---|---|
| Home market | India | United States |
| Typical floor | Assisted sales: automobile, telecom, durables, jewellery, real estate, education | Convenience and frontline retail |
| Capture | Advisor's phone, one tap, consented, offline-first | Not disclosed publicly |
| Languages | Hindi, English, Hinglish; regional per client | Not disclosed publicly |
| Primary output | Playbook scores with evidence, leads, follow-up briefs, coaching heatmaps | Pulse reports, alerts, recognition |
| Ask the data | Ask Prajna | Ask InStore |
| Consent and retention | Consent before capture; audio deleted after transcription; DPDP-aligned | Privacy policy; specifics not on homepage |
Where InStore.ai is the better fit
- US convenience and frontline retail, where it has published partnerships and a mature reporting layer.
- Operators whose first need is operational signal (facility issues, execution gaps) rather than sales conversion.
- Brands with US retail partners who want frontline sentiment across many stores.
Where Borentis is the better fit
- Indian floors and languages, with consent built for Indian law.
- Considered purchases where the conversation should become a lead and a follow-up.
- Retailers who coach from evidence: the transcript lines behind every score, and a heatmap of theme against advisor.
- Brands in Indian multi-brand retail who need the promoter's pitch, the shopper's objections and the rival named at the shelf.
Frequently asked questions
Do both products answer questions in plain language?
Yes. InStore.ai has Ask InStore; Borentis has Ask Prajna. Both answer from the captured conversations rather than from a dashboard filter.
Is InStore.ai available for Indian retailers?
Its public material is US-focused and does not list Indian languages. Ask them directly.
Which is better for a brand rather than a retailer?
Both serve brands. InStore.ai's brand offer is oriented to US retail partners; Borentis's Brand Voice-of-Customer is built around the promoter's phone in Indian multi-brand stores.
Related reading
Where Borentis applies this
- Brand Voice-of-Customer: The focus group hiding in plain sight.
- Playbook Adherence: Your playbook, finally observed.
- Objection Intelligence: The reason they did not buy, in their own words.
Borentis is the Agentic Operating System for Customer Interactions, built for Indian retail floors: consented one-tap capture on the advisor's phone, every conversation scored against your playbook with the evidence behind every number, leads created when a number is heard, and coaching from your own best conversations.