Sprinklr is strengthening its position in the customer experience stack with a major expansion of its strategic partnership with SAMY, the 1,000-person social-first agency known for blending intelligence, creativity, and technology. The enhanced alliance brings Sprinklr’s AI-native Unified-CXM platform together with SAMY’s hands-on marketing expertise, forming a unified model designed to close the gap between insights and execution for global brands.

The announcement builds on years of collaboration, but this iteration goes far beyond vendor support. It positions Sprinklr and SAMY as an integrated force capable of helping brands navigate cultural shifts, unify fragmented data, and deliver consistent customer experiences across every touchpoint.

From Tactical Assistance to Strategic Integration

“What began as project-based support has grown into a truly integrated partnership,” said Nathan Townsend, Chief Partnership Officer at SAMY. By combining Sprinklr’s AI-native platform with SAMY’s end-to-end marketing capabilities, the duo aims to deliver what Townsend calls “human-first experiences that drive real business impact.”

The shift reflects a broader trend in enterprise CX: brands want not just tools, but teams and platforms that work together. SAMY contributes a platform-certified workforce deeply embedded in Sprinklr’s ecosystem, ensuring that clients receive both technical expertise and strategic CX leadership.

Joint go-to-market motions, coordinated delivery, and a pipeline of co-developed innovations make this partnership more operationally connected than in previous phases. The goal is simple: accelerate growth and improve customer outcomes in a marketplace where unified data and rapid insight execution have become non-negotiable.

A Unified Model Tested at Global Scale

The partnership’s value has already been proven with Diageo, one of the world’s biggest beverage companies. Tasked with navigating fast-moving cultural and consumption trends, Diageo turned to Sprinklr and SAMY to build a real-time Foresight System that identifies emerging conversations and converts them into actionable intelligence.

By tapping into Sprinklr’s social listening and AI capabilities, Diageo gained visibility into cultural shifts, category whitespace, and early-market signals—insights that now inform product development, marketing strategy, and global innovation planning. The system ultimately enables the company to anticipate customer needs before competitors catch up.

Sprinklr’s Senior Vice President for EMEA, Nunzio Mirtillo, summed up the partnership’s mission: “Customers today demand that brands be everything, everywhere, all at once.” The unified Sprinklr-SAMY model is designed to meet that expectation with AI-driven insights, creative execution, and scalable managed services.

Building the Future of AI-Native CX

For Sprinklr, the partnership underscores its strategy to move deeper into AI-powered enterprise transformation. For SAMY, it cements its role as a major player in bridging cultural intelligence with modern CX technology. Together, they are building a blueprint for how advanced platforms and creative strategy can co-exist—and co-deliver—against aggressive market demands.

“Two powerhouses with a shared goal,” said George Collins, Global Partnership Director at Sprinklr. “With Sprinklr’s AI-native platform and SAMY’s creative and strategic expertise, we’re delivering measurable impact, faster.”

As brands continue to grapple with fragmented channels, shifting consumer behavior, and pressure to innovate at speed, the strengthened Sprinklr-SAMY partnership arrives at a critical time—and signals where the future of customer experience is headed: unified, AI-driven, and culturally fluent.

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