3M transforms global communications with Sprinklr AI
3M unified its global social and customer engagement operations with an AI‑first approach — scaling customer care across 500+ social accounts, delivering measurable business impact, and earning recognition as the 2025 CXUnifier AI Innovator of the Year.
The Challenge
With operations in 27 U.S. states and 46 countries, 3M is dedicated to transforming industries worldwide by applying science and delivering innovative, customer‑focused solutions at scale. Its multidisciplinary teams work to solve complex customer challenges by leveraging diverse technology platforms, differentiated capabilities, a global footprint and operational excellence.
Managing communications across this vast footprint — spanning regions, languages and an ever‑expanding digital channel mix — introduced significant operational complexity.
“The time and cost required to operate globally was an incentive for us to try something different,” says Joline Mostert, global media technology senior specialist at 3M.
Historically, 3M relied on manual content workflows, translation processes and customer care operations that required extensive agency support. This dependency slowed time to market and required significant manual effort to maintain consistent, high‑quality engagement at scale. As global demands increased, Mostert’s team began searching for a more scalable, efficient approach to managing global communications.
3M is shaping best practices for social media management and marketing through a proactive, AI‑first approach. We’re showing how large enterprises can scale intelligently while maintaining a human, customer‑centric experience.
The Solution
To support global communications at scale and strengthen its social media strategy, 3M unified its social, marketing and customer engagement operations onto Sprinklr’s unified customer experience (Unified‑CXM) platform.
Unified platform for global communications
With Sprinklr, 3M consolidated critical social and digital capabilities onto a single platform, including:
- Social publishing
- Community management
- Social advertising
- Reporting and analytics
- Chatbot integration
- Social listening
- Earned media monitoring and alerting
By bringing these functions together, 3M eliminated data silos, allowing insights from customer care to directly inform global advertising and brand strategy. The result is a more cohesive, dynamic social media presence, supported by controllable and scalable marketing practices.
Enterprise‑grade support model
To operate at global scale, 3M paired its unified platform with a dedicated support structure. The company assigned 20 Sprinklr moderators to oversee more than 500 social media accounts worldwide. It also invested in a dedicated team that includes two Sprinklr analysts, five managed services team members, and two ads services experts.
Together, these teams streamline community management and enable consistent support for 3M’s social media strategy.
AI chatbots aligned to the 3M brand
3M deployed customized Sprinklr AI chatbots to handle real‑time customer inquiries — reducing wait times and improving the customer experience. By deflecting routine requests, human agents are able to focus on more complex, high‑value interactions.
Today, 3M’s corporate social chatbot delivers an average case duration of 1 hour and 14 minutes, compared to nearly 18 hours for bot‑and‑agent interactions (a 93% reduction). 3M also uses AI to continuously review the quality of chatbot responses to ensure accuracy, tone and brand alignment.
“Using Sprinklr AI as a quality checker supports faster, localized responses,” Mostert explains. “It also helps ensure quality by reviewing tone and avoiding robotic language.”
In 2024, 3M's chatbot resolved 187 cases end‑to‑end, delivering a realized value of $112,200.
AI-driven translations at speed and scale
Sprinklr Marketing enabled 3M to shift from agency‑dependent translations to an AI‑powered process for both corporate and chatbot communications. As a result, 3M now serves customers seamlessly in English, Spanish, French, Portuguese and other languages.
“We have transformed how we deliver global communications by translating content into 10 key languages,” explains Mostert. “And we do this in two business days with Sprinklr — compared to four weeks with agency support.” This represents a 90% reduction in time and $2,000 in savings per translation.
Between January and July 2025, this approach generated approximately $276,000 in savings for 3M’s external communications team.
Beyond efficiency gains, Sprinklr helped 3M reduce overall costs. The company implemented a native‑language review process to ensure AI‑generated content aligns with internal guidelines.
Proactive brand protection and media optimization
Sprinklr’s real‑time, predictive alerts enable 3M to monitor brand mentions, identify emerging risks and respond before issues escalate.
“Without dedicated analysts on every team, we rely on Sprinklr AI to keep us informed and ensure we’re taking appropriate action to serve our customers and protect the 3M brand,” says Mostert.
Beyond alerts, Sprinklr AI helps 3M continuously improve the quality and relevance of its insights across global markets. By combining human review with AI classifier relevance judgments, the team achieved 89% accuracy across seven non‑English languages, up from a 40% baseline.
AI insights also inform 3M’s advertising strategy, with teams using AI‑driven analytics and Smart Bidding to optimize media performance.
“Sprinklr AI has improved our ability to execute our media strategy,” explains Mostert. She says it's accelerated time to market while strengthening content and campaign planning.
The 3M team is currently piloting Sprinklr Copilot to unlock deeper AI insights and enable real-time data-sharing across departments.
We have transformed how we deliver global communications by translating content into 10 key languages, and we do this in two business days with Sprinklr — compared to four weeks with agency support.
The Outcome
With 90% adoption of Sprinklr capabilities across social publishing, advertising, and community management, 3M has centralized and transformed activities for their marketing and communications team to drive greater speed, efficiency and confidence.
By unifying teams, workflows, and intelligence on a single platform, 3M has strengthened collaboration and established a scalable foundation for AI‑driven communications. What was once a complex, agency‑dependent operation is now a more agile, insight‑led model that supports both global consistency and local relevance.
“Today, 3M is shaping best practices for social media management and marketing through a proactive, AI‑first approach,” says Mostert. "We’re showing how large enterprises can scale intelligently while maintaining a human, customer‑centric experience.”
