Soft drinks giant Coca-Cola has become one of the first global brands to sign up for a raft of AI-powered customer experience tools – being developed by WPP in partnership with CX tech firm Sprinklr – which it is claimed will enable clients to deliver more personalised and consistent experiences to customers.
The deal will see WPP become Sprinklr’s first global agency partner, and the two companies will collaborate on a new offering, CX Live AI, that connects Sprinklr’s AI+ platform, which includes both Sprinklr customised AI models and generative AI capabilities, with WPP’s own AI resources.
The duo insist the joint offering will help WPP teams create optimised content that reaches the right audiences.
Sprinklr works with over 1,400 brands, including many of WPP’s largest clients, and they are already collaborating on solutions with a select number of brands, 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 also receive priority support from Sprinklr, including bespoke enablement programmes 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.
WPP chief technology officer Stephan Pretorius said: “Through the seamless integration of WPP’s AI toolset with Sprinklr’s AI+ platform, we are reshaping how brands can connect with their audiences. This partnership enhances our existing AI offerings and enables our clients to create customer experiences across all touchpoints on a scale like never before, further solidifying our position as a leader amid the technology revolution that is transforming our industry.”
Sprinklr CEO and founder Ragy Thomas added: “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.
“Integrating Sprinklr’s AI-powered Unified-CXM platform with WPP’s AI toolset will help our shared customers quickly adopt the latest AI technologies while ensuring the enterprise-grade privacy, security, and governance that Sprinklr and WPP have built our businesses on.”
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