How Syngenta Made AI the Engine of Global Social Intelligence with Emplifi Fuel AI

The challenge: bringing consistency to a fractured global landscape

Before Emplifi, social media at Syngenta ran across a patchwork of point tools. Countries had their own platforms. Regions had their own platforms. Similar capabilities were being purchased more than once, KPIs did not line up across markets, and global leaders lacked one clear view of performance.

For a company operating across dozens of markets and languages, across agriculture, sustainability, and digital farming, that fragmentation made it harder to see what was working, what was not, and where teams could learn from one another.

Syngenta needed to consolidate its social operation, align marketing and communications, and create a shared intelligence layer that could support decision-making at global scale.

The solution: one platform, one AI-powered workflow

Syngenta selected Emplifi after a rigorous RFP process that evaluated nine platforms against more than 50 criteria, with AI capability as a top requirement.

The goal was not simply to replace one tool with another. Syngenta needed a platform that could support both marketing and communications, bring country and regional teams into the same workflow, and give the organization one consistent language for performance.

With Emplifi Fuel, more than 600 users now work across a shared platform for social content publishing, social media analytics, social listening, and reporting. Marketing teams can plan and evaluate content across countries, regions, and brand lines. Communications teams can monitor strategic themes across innovation, sustainability, R&D, and corporate reputation.

Fuel AI sits across that workflow. Performance Predictor helps teams assess organic content before it goes live. Prime Time recommends optimal posting moments by market. AI Trends surfaces emerging topics. Spike Alerts help catch reputation issues, including compliance-sensitive scenarios, before they escalate. In Content Orchestrator, AI translation supports local activation, while Image Rater helps teams choose stronger visuals before publishing.

Together, those capabilities give Syngenta a single AI customer experience platform for global coordination and local execution.

The impact: social intelligence that travels across the organization

With more than 600 users on one platform, Syngenta created a more consistent way to manage, measure, and improve social media globally.

Marketing and communications teams now operate from the same source of truth. Instead of separate dashboards and disconnected KPIs, teams can compare performance across countries and regions, identify best practices, and bring those learnings back into planning.

AI-powered recommendations have also become part of daily decision-making. Country teams use features like Performance Predictor, Prime Time, Image Rater, and AI translation to optimize content before it goes live and reduce manual steps in campaign execution.

Social listening has become a broader source of organizational intelligence. Communications teams track global themes, R&D teams scan market context around new products, and country teams monitor agricultural forums and blogs to understand what farmers are talking about each week. One country team now turns those weekly signals into an internal intelligence magazine read across the organization.

Spike Alerts also give Syngenta a faster way to monitor reputation risk. When a product is referenced in a compliance-sensitive context, teams are alerted before the issue escalates, a capability that matters as 59% of consumers expect a brand response within six hours on social media.

One platform. Hundreds of users. One source of truth.

What began as an effort to replace a fragmented collection of tools became a global operating model for social media management.

Today, Syngenta’s marketing, communications, and country teams work from the same AI-powered CX platform, measure success against the same KPIs, and use social media analytics to make faster, more informed decisions.

For David and his team, the value is not just better reporting. It is the ability to see what works anywhere in the organization, share it across markets, and turn social intelligence into a global capability.

See what AI-powered social intelligence could do for your global team. Talk to an expert.