On November 20, 2025, Sprinklr Inc., a leading unified customer experience management (Unified-CXM) platform, announced a significant expansion of its strategic partnership with SAMY, a prominent social-first agency boasting over 1,000 professionals. This collaboration aims to combine the strengths of Sprinklr's AI-native technology with SAMY's expertise in marketing to deliver cutting-edge customer experience solutions for global brands.

2. A New Era of Integrated Marketing Solutions

The partnership marks a pivotal evolution in the relationship between Sprinklr and SAMY, transitioning from project-based engagements to a fully integrated partnership. Nathan Townsend, Chief Partnership Officer at SAMY, highlighted the transformation, 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 alignment focuses on providing brands with a comprehensive solution that seamlessly bridges insights and execution, ultimately enhancing customer experiences across multiple channels.

3. Driving Business Impact Through Collaboration

The collaboration between Sprinklr and SAMY aims to create a unified approach to addressing the complex challenges faced by modern brands. Through a joint go-to-market strategy and integrated service delivery, the two companies will work to develop scalable solutions that accelerate growth and improve customer outcomes. The partnership's innovative model is designed to facilitate digital transformation, helping brands navigate the rapidly changing landscape of consumer behavior.

4. Real-World Applications: The Diageo Case Study

A prime example of the partnership's effectiveness is its work with Diageo, a global leader in alcoholic beverages. Faced with the challenge of adapting to evolving cultural and consumption trends, Diageo leveraged the combined capabilities of SAMY and Sprinklr to develop a Foresight System. This system transformed emerging social conversations into actionable insights, enabling proactive planning across product development, marketing strategies, and overall business direction.

Sprinklr's Senior Vice President for EMEA, Nunzio Mirtillo, emphasized the importance of this initiative: “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.”

5. Enhancing Brand Relevance in a Social Ecosystem

The partnership is designed to enhance how brands interact with their audiences in a social-driven marketplace. SAMY's platform-certified team brings extensive experience with the Sprinklr ecosystem, ensuring that clients receive the expertise necessary to maximize their investments. George Collins, Global Partnership Director at Sprinklr, remarked, “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.”

6. Conclusion: A Vision for the Future

As the landscape of customer experience continues to evolve, the partnership between Sprinklr and SAMY sets a new standard for how brands can leverage technology and marketing expertise to deliver exceptional customer experiences. By combining advanced AI capabilities with strategic marketing services, this alliance promises to empower brands in their efforts to connect meaningfully with their audiences in an increasingly complex digital world. With a clear focus on driving business results and enhancing brand relevance, the future looks promising for both companies and their clientele.

Original press release