Sprinklr and SAMY launch a global partnership that merges AI-powered CX with a social-first strategy, helping brands predict trends, unify data, and deliver high-impact experiences at scale.
Sprinklr, the unified customer experience management platform, announced an expanded global partnership with SAMY, a prominent social-first agency, on Monday. The collaboration aims to provide major brands with a comprehensive solution that directly links real-time customer intelligence to marketing and execution strategies.
The enhanced agreement merges Sprinklr’s AI-native Unified-CXM platform with SAMY’s expertise in creative strategy and social marketing. The goal is to move beyond conventional project-based support toward a unified model that accelerates brands’ digital transformation and drives measurable business results.
Bridging Insight and Execution
The partnership aims to address a fundamental challenge facing Chief Marketing Officers: translating the vast volume of social data into actionable business strategies.
“By bringing together Sprinklr’s powerful AI-native platform with SAMY’s end-to-end marketing expertise, we’re able to deliver human-first experiences that drive real business impact,” said Nathan Townsend, Chief Partnership Officer at SAMY. He characterized the shift as moving from “tactical support to a strategic, regionally integrated partnership.”
The integrated approach focuses on creating a comprehensive service that guides brands through every stage of the customer journey, ensuring that strategic execution is informed immediately by real-time customer insights.
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A Case Study in Foresight
The collaboration is already being implemented in strategic projects, notably with Diageo, the global beverage giant.
Facing a need to keep pace with rapidly shifting cultural and consumption trends across global markets, Diageo partnered with the two firms to develop a Foresight System. This system utilizes Sprinklr’s sophisticated social listening capabilities to build a real-time, global insights environment.
The outcome enables Diageo to transform emerging social conversations into actionable business intelligence, allowing for proactive planning across product development—from guiding flavor innovation to refining communication strategy—and staying ahead of consumer behavior.
The AI Imperative
Executives on both sides emphasized the role of artificial intelligence in scaling this model.
Nunzio Mirtillo, Sprinklr’s Senior Vice President for EMEA, emphasized the need for ongoing engagement. “Customers today demand that brands be everything, everywhere, all at once,” he said. “By combining Sprinklr’s AI-native platform with SAMY’s deep expertise… we’re able to accelerate value creation and help customers like Diageo anticipate and innovate at scale.”
Through a joint go-to-market strategy, the companies plan to offer integrated delivery models, aiming to solve the increasingly complex challenges modern brands face in unifying data, strategy, and execution.
“This partnership brings together two powerhouses with a shared goal: helping brands deliver extraordinary experiences for their customers,” added George Collins, Global Partnership Director at Sprinklr.
