Customer communities are full of powerful signals—product love, creative use cases, measurable outcomes, and customers recommending your product to others. But most of these insights are buried inside thousands of unstructured conversations, making them difficult for teams to surface and activate. In this talk, we’ll explore how AI can help customer marketing teams unlock the hidden value in community data by detecting advocacy signals within customer conversations. By analyzing community threads for patterns like sentiment, enthusiasm, and outcome-driven language, teams can identify potential brand advocates, uncover testimonial-ready quotes, and surface real customer success stories. You’ll leave with a practical framework and step-by-step approach for turning community conversations into a scalable advocacy engine—and new ways to demonstrate the strategic value of community inside your organization.