Sprinklr CXUnifiers 2025

The Sprinklr Analyst Summit was held alongside the company’s CXUnifiers customer conference in Nashville, TN. The event highlighted Sprinklr’s core product areas: Sprinklr Social, Sprinklr Marketing, Sprinklr Insights (Voice of the Customer), and Sprinklr Service. While best known for social media management, Sprinklr has steadily expanded—first into marketing workflows and digital customer service, then CCaaS—and now delivers a full Unified Customer Experience Management (CXM) platform. Its goal: give brands a holistic view of the customer and connect them seamlessly through one unified system.

A key benefit of the joint analyst and customer format was access to Sprinklr’s impressive customer base. With 79 of the world’s top 100 most valuable brands as customers, the event featured several of these global leaders sharing how they leverage Sprinklr technology in real-world scenarios.

To set the stage, I spoke with CEO Rory Read. In our conversation, Read emphasized how Sprinklr’s unified AI platform integrates multiple engagement elements to amplify the voice of the customer. He views AI as both transformational and foundational—driving an initial surge of acceleration followed by sustained growth. Sprinklr’s AI, he explained, enables new use cases and workflows that foster intelligent customer collaboration. Everything is built on Sprinklr’s AI Studio for creating bi-directional learning between humans and AI to become a flywheel of exponential acceleration of AI impact.

Key Announcements

Sprinklr introduced several new AI-driven capabilities at CXUnifiers, including:

• AI Agent Builder – to configure and deploy autonomous AI agents at scale

• Workforce Management - helps workforce management (WFM) planners and contact center supervisors forecast case volumes, plan for staffing needs, and schedule staff to bring maximum efficiency and productivity to contact center operations

• VoiceConnect – Sprinklr’s native telephony solution

• Sprinklr Copilot – an always-on AI companion offering real-time conversational assistance across the platform

• Sprinklr AI Agents – purpose-built autonomous agents

• Customer Feedback Management – modernizing and simplifying Voice of the Customer feedback with a no-code, AI-native solution

CMO Arun Pattabhiraman expanded on these announcements, highlighting Sprinklr’s differentiation in unifying data, teams, and channels across its platform.

Sprinklr’s AI Framework

Sprinklr has been building AI into its products for more than a decade, and positions its AI in four key categories:

·      Embedded AI Capabilities, with 100+ built-in capabilities throughout the product suite, such as spellcheck and grammar correction

·      Standalone AI Products: Sprinklr offers seven standalone AI products, such as Conversational AI, Agent Assist, Automated Quality Management, Product Insights, and more

·      Persona-specific AI Copilots for Customer Support Agents, Contact Center Supervisors, Social Media Analysts, Research Analysts, and Ads & Marketing Analysts

·      Specialized AI Agents: autonomous AI agents for specific vertical capabilities. Sprinklr is building specialized prebuilt autonomous AI agents for specific verticals and with specialized capabilities, such as Telecom Support Agents, Telecom Sales Agent, Technology Support Agent, Travel Support Agent, and more.

Sprinklr’s AI Studio is a hub for building agents and copilots, applying guardrails and governance, managing models, and enabling prompt engineering. Sprinklr envisions a hybrid workforce where humans collaborate with AI agents, providing feedback, coaching, and oversight. The company also partners with multiple LLM providers, including OpenAI and Anthropic.

To get more insights into Sprinklr’s AI vision, I spoke with Sprinklr CTO, Amitabh Misra. Misra drilled down into Sprinklr’s approach to AI, and discussed how the AI agents are continuously learning and working with humans based on a hybrid AI and human workforce.

I also spoke with Mathan Jain, Senior Product Manager - AI Agent, who discussed how copilots work as assistants for human agents. He also noted that general-purpose AI agents have limits, and Sprinklr is addressing this by developing vertical-specific specialized agents that are fine-tuned for those verticals, along with the right guardrails.

Closing Thoughts

The central theme of unification and unifying CX on a single platform was clear. Sprinklr has evolved from social monitoring into a comprehensive CXM provider with CCaaS, marketing, and Voice of the Customer—all on an AI-native foundation. The company has earned the trust of iconic brands that view Sprinklr as a true business partner, rather than just a technology provider. The combination of social media listening and monitoring, combined with customer service and CCaaS capabilities – all on an AI-native platform, helps companies better engage with customers, understanding their history, pain points, sentiment, and more.

By combining AI-powered listening, customer service, and engagement across channels, Sprinklr helps organizations understand customer history, sentiment, and pain points in context. Its focus on hybrid AI-human collaboration acknowledges both the power and the current limits of AI.

Perhaps most compelling were the customer stories, which showcased tangible business outcomes and ROI achieved for various use cases.

While Sprinklr still has operational areas to address, the company has a strong vision. With its AI agents and AI framework focusing on domain- and vertical-specific AI to augment humans, the company is well positioned to continue its success in Unified CXM.