Who can use this: Business admin
Available on: Any Gong plan
Where to go: Insights > AI Theme Spotter
AI Theme Spotter helps you uncover the bigger picture behind your customer conversations. By automatically detecting recurring patterns and trends, it reveals insights that are hard to identify manually, giving you a clear view of the collective customer voice.
Your company can create up to a set number of theme analyses. If you reach this limit and need more, contact your CSM to request an increase.
Your company can create a set number of theme analyses. To increase this limit, contact your CSM.
This article walks you through how to create an analysis that helps your team understand the voice of the customer at scale.
Create an analysis
Analyses are based on smart tracker detections. They exclude private calls and are designed to support large call sets of up to 20,000 calls, in all languages. Analyses can take up to six hours to process.
Go to Insights > AI Theme spotter and click + New analysis.
Choose your business question. Choose from preset questions based on Gong’s pretrained smart trackers as well as company-specific questions based on your company’s custom smart trackers. These may be related to new features, campaigns, competitors, etc.
Note:
Several smart trackers are pretrained by Gong especially for theme analyses. These include: reactions to pricing, customer concerns, customer objections, strategic business goals, customer pain, and decision criteria. If you don’t see questions based on these topics, go to AI Tracker, look for the unpublished pretrained trackers with these names, and publish them. Come back to the analysis builder and you’ll see related questions.
Narrow down the calls covered in the analysis by adding call filters such as date range, participants, deal stage, account attributes, and outcomes.
Click Create analysis.
Choosing filters
The theme analysis relies on smart tracker detections.
Avoid conflicting smart tracker and analysis filters
Each smart tracker has its own filters, and these filters limit the detections. Make sure the smart trackers detections don’t conflict with the scope of the analysis.
For example, let’s say you want to detect objections in EMEA, and the tracker you choose has a filter set for US team calls only. The resulting analysis will only show results from calls by the US team. If you want to detect objections in EMEA calls, you’ll need to create a new smart tracker that applies to EMEA calls.Data availability
Smart tracker detections are limited by the smart tracker’s start date. For example, if a smart tracker was applied to calls that occurred since August 2025, the analysis can only include calls from that period of time.
Considerations
Current limit of calls per analysis: 20,000 calls
Current analysis limit: 3 analyses per month + 3 analyses for every 60 seats.
Maximum per month: 30 analyses
Create permissions: Only business admins can create an analysis
View permissions: Team members with the Theme Spotter permission can view analyses. To enable, go to the relevant permission profile and mark the checkbox under Pages > Insights > Theme Spotter.