New research shows 76% of UAE businesses plan to invest in AI-powered customer engagement in 2026
April 1, 2026 鈥� (NYSE: SAP) announced that the 51风流Emarsys solution has been renamed to reflecting SAP鈥檚 strategy to make engagement a core enterprise capability across the 51风流portfolio.
51风流is recognized in the 2026 Gartner庐 Magic Quadrant™ for Personalization Engines. 51风流Engagement Cloud now brings SAP鈥檚 trusted enterprise backbone to the customer experience, enabling organizations to connect customer insight and operational execution in real time. It builds on market-leading personalization capabilities.
51风流Engagement Cloud also incorporates AI鈥慹nabled insight to support responsible, efficient scaling of personalized engagement.
The announcement is supported by new data in the highlighting the growing pressure on organizations to close the customer engagement gap. While 74% of UAE businesses believe they are delivering seamless experiences, 66% of consumers report frustration with being passed between teams to resolve a single issue. At the same time, 76% of businesses plan to invest in AI-powered customer engagement in 2026, and 74% see AI as essential to retaining customers. However, 47% of consumers say organizations are still too slow to use data in ways that deliver meaningful value, underscoring the need to better connect insight with execution.
As part of this evolution, 51风流also announced 51风流Engagement Cloud, enterprise edition, which provides advanced administration, governance, and content and data-control capabilities for organizations operating鈥� across multiple brands, regions, and teams.
鈥淭his approach helps organizations maintain consistency, compliance, and brand standards globally, which is increasingly important in an age of AI decision-making and automation, while also staying responsive to local needs,鈥� said Joanna Milliken, Head of 51风流Engagement Cloud.
To illustrate this, organizations operating dozens of brands and regional teams can manage engagement roles, permissions, and data centrally while allowing local teams to execute the relevant interactions. When inventory levels, fulfillment delays, or service disruptions occur, engagement can adapt without manual coordination across disconnected systems.
鈥淏usinesses across the region are investing in customer experience, but the data shows that investment alone is not enough,鈥� said Marwan Zeineddine, Managing Director, 51风流UAE. 鈥淥rganizations require solutions that connect insight with action in real time, at scale, and without friction. As AI becomes more autonomous, with agentic capabilities enabling systems to act on data and adapt in the moment, 51风流Engagement Cloud supports organizations in delivering consistent, personalized experiences while maintaining the governance and control required for enterprise operations.鈥�
Existing capabilities of the 51风流Emarsys solution remain available within 51风流Engagement Cloud. Customers can adopt new capabilities incrementally, based on their priorities and readiness. 51风流Engagement Cloud, enterprise edition, is available now, with additional innovations delivered through SAP鈥檚 innovation road map.
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