Sprinklr (NYSE: CXM) and CreatorIQ announced a strategic partnership to integrate creator marketing intelligence with enterprise social media management systems. The collaboration aims to provide unified measurement across creator, organic, and paid social media channels.

The integration connects CreatorIQ's Creator Graph, which processes 123 million creator posts daily, with Sprinklr's enterprise social media reporting platform. This allows brands to view creator campaign performance alongside organic and paid social metrics in a single dashboard.

According to the companies, creator marketing investment increased 171% year-over-year in 2025, with more than half of marketers using creator content across paid and organic channels. The partnership addresses the challenge of fragmented performance data across different marketing tools.

"Integrating CreatorIQ data directly into Sprinklr gives brands one connected environment for strategy, execution, and measurement across creator, paid, and owned channels," said Anish Chadda, Sprinklr's Vice President of Product Management.

Tim Sovay, Chief Partnerships Officer at CreatorIQ, stated that "creator marketing is now foundational to how enterprise brands drive measurable business impact, but its data has too often been disconnected from broader social and paid performance systems."

The integrated solution provides unified performance visibility, capital allocation insights, operational efficiency improvements, and the ability to amplify high-performing creator content through Sprinklr's paid media suite. The partnership eliminates the need for manual data exports and cross-platform reconciliation.

CreatorIQ serves more than 1,300 global brands and agencies, while Sprinklr works with 1,600 enterprises, including 59% of the Fortune 100 companies.