In a significant move for the martech and customer experience landscape, Sprinklr and SAMY have announced an expanded global strategic partnership. This alliance is set to provide global brands with a more integrated solution that combines leading AI-powered technology with deep social-first marketing services, aiming to bridge the gap between customer insight and execution.
Sprinklr's AI-native Unified-CXM platform integrates with SAMY's end-to-end marketing agency expertise.
The partnership shifts from tactical support to a strategic, regionally integrated model for global brands.
A joint go-to-market strategy aims to deliver scalable solutions that accelerate client growth.
The collaboration helps brands unify data, strategy, and execution to create meaningful customer experiences.
A case study with Diageo showcases the partnership's ability to turn social listening into actionable innovation insights.
The alliance is designed to help brands anticipate consumer needs and innovate at scale.
This new chapter marks a significant evolution in the relationship between the two companies. It moves beyond project-based support to a deeply integrated model. Nathan Townsend, Chief Partnership Officer at SAMY, highlighted this shift, stating, “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. This new chapter marks a shift from tactical support to a strategic, regionally integrated partnership that empowers brands to better understand and engage their customers.” This fusion of technology and services is designed to maximize value at every stage of the customer journey.
The partnership introduces a unified model to solve modern brand challenges by combining advanced technology with strategic services. Through a joint go-to-market strategy and integrated delivery, Sprinklr and SAMY will offer clients a complete package that includes platform implementation, audits, managed services, and creative performance. Sprinklr Senior Vice President for EMEA Nunzio Mirtillo explained the necessity of this approach: “Customers today demand that brands be everything, everywhere, all at once. By combining Sprinklr’s AI-native platform with SAMY’s deep expertise... we’re able to accelerate value creation and help customers... anticipate and innovate at scale.”
The tangible benefits of this collaboration are already evident in their work with Diageo. Faced with the challenge of keeping pace with rapidly shifting global trends, Diageo partnered with SAMY and Sprinklr to develop a Foresight System. This initiative leveraged Sprinklr’s social listening capabilities to build a real-time, global insights environment. The system successfully turned emerging social conversations into actionable insights, enabling Diageo to proactively guide global innovation—from flavor development to communication strategy—and stay ahead of competitors.
By uniting a leading AI-powered platform with a social-first agency's strategic and creative muscle, this partnership is poised to help brands navigate the complexities of the modern digital landscape, ultimately driving faster and more measurable business outcomes.
SAMY leads the evolution of brand communication. We build brand relevance in a social universe by integrating intelligence, creativity, and technology.
To the modern consumer, social isn’t a series of platforms - it’s a single, living ecosystem. Stories, posts, reels, and influencer content blur into one seamless experience. Audiences move fluidly through this dynamic world, and our intelligence spans the entire system, helping brands act with true intention where it matters most. With culturally in-step creativity, we fuel meaningful ideas that are always on, always relevant, and always evolving.
Our 1000+ strong, social-native team is connected across 20 offices and active in 55 markets. Clients like L’Oréal, who place social and influencer at the heart of their strategy, have grown alongside SAMY from day one. Others, like The North Face, Diageo, Microsoft and Samsung, joined us along the way and have since become valued brand partners.
We make audiences understandable. We make brands social. We make messages unskippable. We make products buyable. We make technology powerful.
This is how we make brands matter.
Sprinklr is the definitive, AI-native platform for Unified Customer Experience Management (Unified-CXM), empowering brands to deliver extraordinary experiences at scale — across every customer touchpoint.
By combining human intelligence with the enhancements and insights of artificial intelligence, Sprinklr helps brands earn trust and loyalty through personalized, seamless, and efficient customer interactions. Sprinklr’s unified platform provides powerful solutions for every customer-facing team — spanning social media management, marketing, advertising, customer feedback, and omnichannel contact center management — enabling enterprises to unify data, break down silos, and act on real-time insights.
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