In a strategic move that underscores the burgeoning significance of AI in marketing, WPP has announced a partnership with Sprinklr, a trailblazer in customer experience management software. This alliance is set to empower global brands with advanced, AI-driven solutions to craft more personalized and consistent customer journeys across diverse platforms.

The collaboration leverages Sprinklr’s Unified-CXM platform, acclaimed for its comprehensive data insights and analytics, which currently services over 1,400 brands, including some of WPP’s most prominent clients. By integrating WPP’s formidable AI resources with Sprinklr’s platform, the new CX Live AI offering is poised to transform content optimization and audience targeting.

Initial joint ventures have already demonstrated potential, with flagship projects like that for The Coca-Cola Company, where AI-derived insights directly shape creative output and media strategy. This synergy promises enhanced customer engagement, driving both productivity and cost efficiency.

WPP, a leader in the marketing industry since its shift to advertising in 1985, has consistently outpaced its peers in growth and innovation. With a revenue that has more than doubled in the past 16 years and a workforce of over 114,000 professionals globally, WPP’s trajectory is a testament to its strategic agility and forward-thinking ethos.

The conglomerate’s agencies, including powerhouses like Ogilvy, AKQA, and Wunderman Thompson, have been pivotal in securing WPP’s position at the apex of creativity and media planning, with Wavemaker and Mindshare orchestrating some of the most lucrative advertising pitches in 2022.

This partnership with Sprinklr is more than a collaboration; it is a confluence of vision and expertise. Stephan Pretorius, CTO of WPP, articulates this sentiment, stating that this initiative reshapes brand-consumer interactions in a technology-driven marketplace. Ragy Thomas, CEO of Sprinklr, echoes this, emphasizing the transformative impact of AI on customer experience — an imperative in today’s digital-first landscape. According to the CEO and Founder, “Sprinklr and WPP serve many of the
world’s most iconic brands. Together, this partnership will enable customers to effectively deploy AI that will result in measurable productivity, cost savings, and the seamless experiences customers have come to expect today.”

As WPP continues to influence the world through its creative and strategic contributions to marketing, its union with Sprinklr is set to redefine the benchmarks for customer experience management. For global brands under WPP’s vast umbrella, this partnership is not just a gateway to cutting-edge technology but also a strategic advantage in a competitive, ever-evolving industry.