WPP has created a partnership with customer experience software developer Sprinklr to help global clients offer more personalized and consistent experiences through Sprinklr’s unified customer experience platform. 

The expectation is the tools developed with Sprinklr will help brands better understand and engage with their customers at scale. Sprinklr works with over 1,400 brands including many of WPP’s largest clients, such as The Coca-Cola Company.  

With the deal, WPP will become Sprinklr’s first global agency partner. And, in the what the firms are calling a first, the two companies will collaborate on a new offering, CX Live AI, that connects Sprinklr’s AI+ platform, which includes both Sprinklr customized AI models and generative AI capabilities, with WPP’s own AI resources.  

The joint offering will help WPP teams create optimized content that reaches the right audiences.  

WPP and Sprinklr are already collaborating on solutions with select clients, including Coca-Cola, where teams leverage AI insights around customer engagement to inform creative development and channel selection. 

The companies will work together on shared data, analytics, and solution development for joint clients, and WPP teams will receive priority support from Sprinklr and early access to new Sprinklr products and platform features. In addition, WPP will participate in Sprinklr’s Partner Advisory board to help shape the roadmap for products. 

Stephan Pretorius, chief technology officer of WPP, said that with the deal, “we are reshaping how brands can connect with their audiences.”  

Ragy Thomas, CEO and founder of Sprinklr, said: “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.”