Amitabh Misra on branding
From Amitabh Misra on Building Cohesive CX at Scale | Sprinklr · · Sprinklr
“Customers don't experience your brand in silos. Brand shouldn't engage that way either.”
On , Amitabh Misra, Chief Technology Officer at SPRINKLR INC, spoke about branding during Amitabh Misra on Building Cohesive CX at Scale | Sprinklr on Sprinklr.
About Amitabh Misra
In August 2025, Misra stated that enterprises are moving away from transactional interactions and toward "cohesive, immersive, unified conversational experience[s]" with customers. He described Sprinklr as having been "built ground up" over 15 years to connect and process data from 40 channels, and said the platform enables brands to use channel, first-party, and third-party data across channels and functions. He cited the fifth largest bank in the world as a user of Sprinklr's platform to create hundreds of journeys across over 40 personas and more than 10 applications. In July 2025, Misra said he believes that within five to seven years, tasks performed by human agents in customer interaction will be "either partially or fully taken over by agentic AI," creating "massive disruption" and economic value for brands. He advised companies to "build inside capabilities but partner with strong AI providers" and noted that after British Telecom used Sprinklr's AI application, its deflection rate rose from about 12% to 25%. Misra also predicted that within five years, commerce will become "entirely conversational," with the entire experience from search to delivery handled through conversation. He said Sprinklr is building a customer feedback management platform that combines unstructured unsolicited data with solicited structured data to provide a 360-degree view of the customer's voice.