The growing demand for unified, AI driven customer engagement has pushed global brands to strengthen their digital capabilities, and Sprinklr’s newest partnership move reflects that shift. Sprinklr, the enterprise Unified CXM provider, has expanded its global strategic alliance with SAMY, a social first agency known for integrating intelligence, creativity, and technology across its more than one thousand person organization. The collaboration aims to bring advanced customer experience solutions to brands seeking deeper insight, faster execution, and measurable results across channels.
This broadened partnership blends Sprinklr’s AI native Unified CXM platform with SAMY’s hands on marketing and creative capabilities, forming an integrated model that supports every stage of the customer journey. Nathan Townsend, Chief Partnership Officer at SAMY, described the evolution of the relationship by saying, “Our relationship with Sprinklr has evolved significantly over the years. What began as project based support has grown into a truly integrated partnership, combining our technology and services to help brands maximize value at every stage of the customer journey.” He added that the joint approach now creates human first experiences that deliver meaningful business impact and reflects a shift toward a regionally unified strategy.
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SAMY brings platform certified experts with deep familiarity across the Sprinklr ecosystem, ensuring that the partnership extends beyond implementation and into long term customer success. Supported by a coordinated go to market approach and continued innovation, the two companies aim to help global enterprises accelerate growth, optimize operations, and improve engagement at scale.
The partnership’s combined strengths are already visible in work with Diageo, which needed a way to track fast moving cultural and consumption trends across multiple markets. To help the company stay ahead of shifting consumer behavior, Sprinklr and SAMY collaborated to build a Foresight System that transformed emerging conversations into forward looking insights. These intelligence signals informed Diageo’s product planning, marketing strategy, and business decisions, illustrating how integrated customer experience solutions can influence innovation across a large portfolio.
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Sprinklr Senior Vice President for EMEA Nunzio Mirtillo emphasized how modern brands must operate seamlessly across channels. “Customers today demand that brands be everything, everywhere, all at once. By combining Sprinklr’s AI native platform with SAMY’s deep expertise in implementation, audits, managed services, and creative performance, we’re able to accelerate value creation and help customers like Diageo anticipate and innovate at scale.” He noted that the partnership helps companies connect data, strategy, and execution in a unified system.
George Collins, Global Partnership Director at Sprinklr, highlighted the broader vision, saying, “This partnership brings together two powerhouses with a shared goal: helping brands deliver extraordinary experiences for their customers. With Sprinklr’s AI-native platform and SAMY’s creative and strategic expertise, we’re delivering measurable impact, faster.”
As demand for customer experience solutions grows worldwide, the expanded Sprinklr and SAMY alliance sets a new benchmark for how technology and strategic services can work together to guide transformation and help brands stay ahead of evolving consumer expectations.
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