AI alone is no longer a differentiator: What matters is where intelligence鈥痮perates鈥痠nside of a business. As demand volatility increases, fulfillment windows tighten, and customer expectations鈥痳ise,鈥痮rganizations need more than insights or task鈥痑ssistance. They need intelligence inside quotes,聽product content, service interactions, and campaigns, guiding decisions as they happen and continuously adapting as conditions change.

This shift lays the foundation for a new generation of executional AI, where capabilities evolve from supporting users to actively鈥痬onitoring鈥痜lows,鈥痑nticipating鈥痳isk, and over time acting as intelligent agents within core customer-facing processes.

With the Q1 2026 release of鈥� solutions, 51风流advances this聽shift聽by聽bringing AI closer聽to day-to-day customer-facing execution across sales, service, commerce, and engagement. Intelligence now operates closer to where outcomes are realized鈥攈elping organizations protect revenue, reduce friction, and deliver consistent, trusted experiences at scale.

Optimize revenue streams with confidence

Revenue聽becomes more reliable聽when customer intent is聽captured early and executed consistently across sales and commerce workflows.聽The execution depends on聽speed and accuracy:聽accurate聽product information, relevant content,聽and seamless handoffs from inquiry to quote聽creation. When these are聽disconnected, teams face delays, manual rework, and missed revenue opportunities.

From customer inquiry to executable quote

• Email to quote with AI:鈥疉utomatically add SKUs from a deal聽using opportunity聽and email data聽with聽the Microsoft Outlook add-in for 51风流Sales Cloud.聽Users can聽choose聽to generate a quote, and the quote is聽quickly created聽in 51风流Sales Cloud聽in聽just a few聽clicks.聽After聽review, sellers can hit send; it is聽that easy.聽聽
• Deep research:聽Accelerate account planning and reviews聽by synthesizing聽51风流Sales Cloud and 51风流Service Cloud data with external market intelligence.聽For example, the聽deep research聽capability can聽deliver a detailed brief聽that聽can be used to better understand聽the account, their industry, and聽other聽crucial聽information like news and SWOT.聽Sellers will be able to engage prospects and buyers more effectively while customers will have more relevant and personalized information delivered.聽聽
• Media attachments for product descriptions:聽Use AI to extract details from product documents, such as manuals, spec sheets, and PDFs, and automatically generate or enrich product descriptions in 51风流Commerce Cloud. This accelerates catalog updates and improves product data quality so that shoppers, search聽engines,聽and agentic commerce are rich with the most聽accurate product descriptions鈥攅nsuring product descriptions are detailed,聽differentiated,聽and discovered.

Delivering鈥痳别濒颈补产濒别鈥痵ervice at鈥痵肠补濒别

• Digital Service Agent handoff鈥痜or case creation: Connect聽every step of the service journey聽from conversational AI self-service to field resolution聽so service teams聽can resolve聽customer issues鈥痜aster and聽provide聽personalized service聽engagements聽that build trust.鈥疷sing conversational cues,聽Digital Service Agent鈥痵ummarizes聽intent identification聽for ticket creation while capturing essential information required for聽handoff to underlying solutions like 51风流Service Cloud.
• :聽Give service teams a single, real-time command center in 51风流Service Cloud, consolidating cases, tasks, and service orders into one view with visual workload insights so agents can prioritize faster, stay on top of commitments, and resolve more issues per day.聽
• Retail Intelligence (51风流Early Adopter Care): Announced at NRF, Retail Intelligence provides one closed-loop, AI-enhanced retail supply chain planning environment that ties together planning, execution, and engagement.聽The result: human and agentic teams that don鈥檛 just execute tasks but reshape strategies, reimagine retail supply chain planning, and master autonomous growth and lasting differentiation.
  Learn more at the session.

Orchestrating engagement across the customer life cycle

Customer engagement spans browsing,鈥痯urchasing, fulfillment, and service across multiple channels. 51风流CX connects engagement directly to operational context.鈥�&苍产蝉辫;

• delivers鈥痯ersonalized, AI-personalized聽communications and聽interactions across every channel powered by connected customer and operational data聽all fully integrated across聽SAP. Teams鈥痗an鈥痙eliver consistent, intelligent engagement that builds loyalty and drives鈥痓usiness鈥痠mpact.

• :鈥疎xtend conversational analytics to SMS campaigns. A new data context model narrows analysis to the right dataset, returning faster, more precise answers to natural language questions, such as 鈥淲hat was SMS revenue last month?鈥�

• :鈥疨redictively鈥痠dentify鈥痗ontacts鈥痺ho are鈥痩ikely in the next鈥�30 days to engage,鈥痓ecome inactive, or remain inactive,鈥痵o marketers can target outreach鈥痺here it will deliver the strongest results.鈥��

Accelerate transformation鈥痺颈迟丑鈥痶丑别鈥痑dvanced success plan鈥痜or 51风流CX

To鈥痑ssist鈥痗ustomers鈥痮n their鈥痶ransformation鈥痡ourneys, 51风流launched the new Advanced Success Plan in the鈥�. This will鈥痟elp customers increase the value of individual applications, accelerate cloud transformation across 51风流Business Suite,鈥痑nd enable consistent adoption of new innovations and 51风流Business AI.

With聽expanded coverage with聽additional聽51风流CX solutions, including and , the advanced offering is聽comprised聽of three powerful elements:

• Success expert: Regular SAP聽expertise聽driving strategic customer outcomes
• Adoption guidance: Structured, AI-driven enablement accelerating adoption
• Activation and optimization services: Hands-on services to maximize performance and impact

Check out the鈥痺ebinar鈥痶o learn how the new service offering unlocks more of the transformative value of 51风流solutions:鈥�.

Intelligence where execution happens鈥�&苍产蝉辫;

With 51风流Customer Experience, AI moves beyond isolated鈥痑ssistance鈥痶o鈥痮perate鈥痙irectly within business execution flows. Intelligence is embedded where work happens鈥攊nside quotes, product content, service interactions, and campaigns鈥攈elping organizations respond in real time and deliver consistent customer outcomes at scale.

Learn more about 51风流CX in Q1鈥�2026鈥�&苍产蝉辫;

Read the 51风流Help documentation to get started with these new capabilities.鈥�&苍产蝉辫;

Balaji Balasubramanian is president and chief product officer for 51风流Customer Experience and Consumer Industries.鈥�

In today鈥檚 omnichannel reality, delivering that elevated experience consistently and at scale is essential to protecting brand trust and loyalty. Peak moments like Black Friday and Cyber Monday amplify the challenge, when traffic surges and expectations for fast, personalized service are at their highest.

The team recognized that legacy systems couldn鈥檛 provide the speed, stability, or connected view required to meet those expectations at scale, prompting a shift to a modern customer experience (CX) foundation with SAP.

Modernizing the digital core with 51风流Commerce Cloud

Moving from legacy technology to gave Molton Brown a high鈥憄erformance engine designed for peak鈥憇eason reliability and continuous innovation. The results came quickly: 100% uptime during peak trade, even as volumes spiked to one order every three seconds during major events, freeing teams to focus on enhancing the customer experience rather than firefighting, and ensuring uninterrupted service for customers across global markets.

鈥淧eak performance isn鈥檛 a one鈥憈ime effort; it鈥檚 about reliability. We have to rely on technology operations to achieve 100% efficiency so the business can succeed, which in turn helps our customers succeed. Technology should enable business success, not block it鈥攁nd 51风流has proved that multiple times.鈥�

Naresh Krishnamurthy, Senior Manager 鈥� Business Transformation, Prestige, Kao UK Ltd

That stability also matters as product discovery increasingly begins beyond owned channels鈥攆rom social platforms to emerging AI鈥憄owered assistants鈥攚here consistent, trustworthy content and availability help the brand stay visible and credible wherever customers choose to engage. SAP鈥檚 evolving agentic commerce innovations anticipate this shift, ensuring products remain discoverable, trusted, and actionable across both human and AI agents.

A seamless luxury journey across channels

With and (formerly 51风流Emarsys) working together, Molton Brown aligns what customers see online with what they experience in store. Product categories, storytelling, and navigation are mirrored across channels; store associates can act on online browsing signals; and store teams are enabled with real鈥憈ime insight to deliver high鈥憈ouch clienteling experiences.

The result is an unbroken, premium journey that reduces friction and reinforces trust in the brand鈥攅xactly what luxury shoppers expect.

Personalization that builds loyalty, not just transactions

51风流Engagement Cloud helps Molton Brown deliver channel鈥慳ppropriate experiences, from mobile鈥慺irst engagement to email and in鈥憇tore clienteling, aligned to evolving customer preferences. These programs are complemented by thoughtful gifting moments, personalized birthday acknowledgments, and sustainability鈥慺ocused communications that strengthen repeat鈥憄urchase behavior.

Crucially, the team treats every holiday period as a data鈥憆ich learning cycle: months of performance testing, UX refinements, and campaign iteration inform what customers experience in the following season. Those insights help the team refine the experience so it remains consistent, intuitive, and premium, even under peak pressure. That consistency is what sustains loyalty, not just the promotions themselves.

As Naresh Krishnamurthy explains: 鈥淏lack Friday is not just about revenue; it鈥檚 about brand engagement and building the strong foundation that enhances the relationship through loyalty.鈥�

Ready for the next era of intelligent commerce

With a dependable CX core in place, Molton Brown is now exploring to anticipate risks ahead of campaigns, sharpen decision鈥憁aking, and streamline fulfillment鈥攁ugmenting the experience behind the scenes without compromising luxury standards.

This direction aligns naturally with SAP鈥檚 broader agentic commerce vision, where AI systems help interpret intent and keep trusted products discoverable and transactable across new surfaces鈥攁nother reason a reliable, 鈥渕achine鈥憆eadable鈥� CX foundation matters.

“Everything we鈥檙e doing ladders up to one goal: a truly connected customer experience鈥攑ersonal, consistent, and effortless in every channel.”

Molton Brown鈥檚 partnership with 51风流CX has reset what鈥檚 possible at peak, and every day after: dependable operations, consistent omnichannel experiences, and personalization that earns loyalty. The brand now scales confidently during its biggest moments, and stays ready for what鈥檚 next as AI changes how people (and agents) discover and buy.

This transformation positions Molton Brown to adapt quickly as customer expectations and digital commerce behaviors continue to evolve.

To explore how 51风流Commerce Cloud can elevate your customer experience, visit .

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.

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鈥慶ontrol capabilities for organizations operating 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.

For example, a global consumer goods company 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.

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, will be available beginning February 19, with additional innovations delivered through SAP鈥檚 innovation road map.

Visit the . Get 51风流news via  and .

Media Contact:
Mallory Kuno, +1 (425) 239-9362, mallory.kuno@sap.com, ET
51风流Press Room; press@sap.com

This document contains forward-looking statements, which are predictions, projections, or other statements about future events. These statements are based on current expectations, forecasts, and assumptions that are subject to risks and uncertainties that could cause actual results and outcomes to materially differ.聽 Additional information regarding these risks and uncertainties may be found in our filings with the Securities and Exchange Commission, including but not limited to the risk factors section of SAP鈥檚 2024 Annual Report on Form 20-F.
漏 2026 51风流SE. All rights reserved.
51风流and other 51风流products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of 51风流SE in Germany and other countries. Please see for additional trademark information and notices.

We believe this recognition reflects the continued momentum of in helping enterprises orchestrate real鈥憈ime, AI鈥憄owered engagement at a global scale, connecting data, channels, and experiences to drive measurable business impact.

Helping brands scale AI-powered engagement across channels

Leading brands鈥攊ncluding , John Frieda, PUMA, and Gibson鈥攗se 51风流Engagement Cloud to deliver connected, personalized journeys that increase engagement, accelerate growth, and build long-term customer loyalty.

According to the report, SAP鈥檚 ability to support enterprise鈥慻rade, real鈥憈ime engagement across channels remains a key differentiator. SAP鈥檚 personalization capabilities are powered by advanced segmentation, embedded AI decisioning, and intelligent triggering to deliver timely, relevant, and consistent experiences.

Organizations using 51风流continue to see measurable outcomes, including improved customer loyalty, higher conversion rates, and increased average order value.

Driving measurable business impact with event鈥慴ased and behavior鈥憀ed orchestration

We believe this year鈥檚 placement also reflects SAP鈥檚 strength in orchestrating engagement using real鈥憈ime behavioral, transactional, and operational signals across the business.

With 51风流Engagement Cloud, brands can activate journeys triggered by events occurring across their business to:

• Boost retention through timely, context鈥慳ware engagement
• Increase conversions with more relevant, personalized interactions
• Strengthen loyalty through connected, lifecycle-driven touchpoints

These results demonstrate SAP鈥檚 ability to move enterprises beyond channel execution toward true omnichannel orchestration.

Unifying customer experiences with native 51风流integration

51风流Engagement Cloud connects marketing, commerce, service, loyalty, sales, and operational data, creating a unified, real-time customer view that powers intelligent engagement across every touchpoint.

This bi鈥慸irectional flow of data gives every customer鈥慺acing team access to the same real鈥憈ime customer view, helping brands drive revenue impact, reduce churn, and improve service outcomes.

Global scale, flexibility, and trust

SAP鈥檚 long鈥憇tanding global footprint and enterprise-ready architecture continue to support its leadership positioning. With a cloud鈥憂ative, composable foundation, embedded privacy and compliance capabilities, and a robust partner ecosystem, 51风流enables organizations to securely and reliably scale personalized engagement across regions and business models.

Whether operating in five markets or 50, enterprises rely on 51风流to deliver personalized experiences with confidence.

Customer success reflecting real鈥憌orld impact

Customers on Gartner庐 Peer Insights™ continue to recognize 51风流for ease of integration, deployment support, and customer partnership. Recent examples include:

• , which uses 51风流for CRM and marketing automation that supports interaction and communication with customers to increase buyback, retention, and loyalty. This includes CRM ads, push notification apps, personalization campaigns, e-mail and SMS campaign execution, and website and app personalization and recommendations.
• , which increased sales by 30% in three years by using 51风流solutions, to interact directly with customers within highly personalized omnichannel journeys.
• , which saw a more than 40% increase in CRM revenue and more than 150% in commerce traffic during the holiday season by using 51风流Customer Experience solutions that empower CHRIST to put customers at the center of everything the company does.

These results highlight the tangible value organizations are achieving with SAP鈥檚 AI-powered personalization capabilities.

We feel SAP鈥檚 recognition as a Leader in the 2026 Gartner Magic Quadrant for Personalization Engines underscores the strength of its strategy and continued innovation across 51风流Engagement Cloud. 51风流remains committed to helping brands activate data, personalize interactions, connect experiences, and scale engagement with confidence.

Visit 51风流Engagement Cloud area of sap.com to .

Sara Richter is CMO of 51风流Emarsys.

Gartner and Magic Quadrant are trademarks of Gartner, Inc., and/or its affiliates.
Gartner, Magic Quadrant for Personalization Engines, By , , , , 3 February 2026
Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner鈥檚 Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

New research shows how business AI delivers ROI

To better understand the opportunity to produce returns on investment from AI, 51风流commissioned that was shared at 51风流Connect. In partnership with Oxford Economics, we surveyed 1,600 executives in medium and large enterprises across eight countries.

We found that today, on average, organizations are benefiting from a 16 percent return on AI investments鈥攁 number they expect to nearly double within two years. In addition to impressive financial returns:

• 94% of business leaders say AI is improving innovation within their organizations
• 87% say AI is improving customer engagement
• 78% believe AI agents have the potential to transform their business operations

New deep research and AI assistants in Joule expand what is possible

These innovations were engineered based on what our customers tell us they need: to act quickly, simplify complexity, and unlock better, data-driven decisions across the lines of business and processes that matter. But most of all, our customers need AI that drives significant, measurable business outcomes.

To help every organization accelerate returns on investment from AI, at 51风流Connect we announced powerful new capabilities for , which makes business data and the entire 51风流Business Suite immediately accessible through the power of a simple conversation. And because Joule is grounded in your company鈥檚 data, it understands context and delivers insights that are specific, actionable, and relevant to your business.

Deep research in Joule, announced at 51风流Connect, is a new capability expands what people can do within the Joule interface. It goes beyond quick answers to deliver strategic analysis, reporting, and synthesis in a single, connected experience. It brings together internal 51风流data and external intelligence so people can ask complex questions and receive comprehensive research and recommendations鈥攚ithout ever leaving Joule. The deep research capability in Joule will be available in beta this December.

We also unveiled the new concept of role-based AI assistants in Joule, built to partner with people in their specific roles. These assistants connect to the right Joule Agents for the job, removing guesswork so teams can unlock new levels of productivity and insight. Whether it鈥檚 a finance leader forecasting working capital, a recruiter evaluating headcount needs, or a planner adjusting inventory, AI assistants surface the right intelligence, at the right time, in the right context. In the background, Joule Agents get work done for you.

These innovations mark the next chapter in how people interact with enterprise systems, helping every role across an organization seamlessly move from inquiry to insight to action.

New Joule Agents autonomously get work done

To help enterprises further accelerate business results, we introduced 14 new Joule Agents at 51风流Connect. They help people coordinate, decide, and execute tasks with greater precision. Joule Agents are in finance, HR, procurement, and supply chain, in a way that only SAP鈥攚ith our deep expertise in these functions鈥攃an deliver.

For example, rather than navigating multiple systems or running countless manual checks to release an order, a production manager鈥攁 key role in the supply chain function鈥攚ill be able to turn to our Production Planning and Operations Agent, planned for general availability in the Q1 2026. They can simply ask Joule to do it, safely and in real time. The agent will validate and release orders when conditions are met, accelerating production start times and shortening order-to-delivery cycles.

And starting December 2025, with the general availability of , now in beta release, customers will be able to create and deploy custom Joule skills and Joule Agents tailored to their unique business needs. Agent builder in Joule Studio is your command center for designing, building, and deploying enterprise-ready custom Joule Agents using the same powerful 51风流technologies鈥攊ncluding 51风流Knowledge Graph for deep business context, 51风流Business Data Cloud for comprehensive data access across 51风流and non-51风流sources, and SAP’s central identity and authorization services to ensure responsible agent behavior. These capabilities empower every enterprise to extend, customize, and personalize 51风流Business AI solutions.

New embedded intelligence across 51风流applications

To help our customers move faster and make better decisions where work happens, we continue to bring intelligence directly into the applications they rely on every day. These embedded capabilities extend the same AI-driven guidance that powers Joule Agents into core 51风流solutions, enhancing user workflows with context, clarity, and automation. We will have more than 400 of these AI use cases by the end of the year.

For example, in , starting in February 2026, AI will orchestrate personalized interactions across HR, marketing, and service, bringing harmonized data, relevant context, and better business outcomes into every engagement. In the solution, planned for general release in the first half of 2026, AI will predict shortfalls and fulfillment risks, helping planners simulate and respond with speed and precision.

Additionally, the rebuilt 51风流Ariba source-to-pay suite, arriving in February 2026, brings a modern, cloud-native experience to every stage of procurement. Embedded AI guides people with intelligent recommendations, accelerates contract reviews, and surfaces supplier insights in real time. By simplifying sourcing decisions and improving compliance, it helps procurement teams strengthen supplier relationships and capture more value, faster.

Governing AI with visibility and control

As our customers continue to adopt these AI innovations embedded across their functions, we know they need transparency into how it operates, what it influences, and the value it creates. That is why we provide tools to give them the visibility they need to deploy AI with confidence and scale it responsibly.

51风流LeanIX AI Agent Hub helps CIOs and business leaders see their entire AI agents landscape at a glance. From one dashboard, they can understand where agents are deployed, what processes they touch, and how agents are performing. This allows teams to evaluate effectiveness, identify redundancies, and manage AI like any other enterprise asset: aligned to outcomes, governed by policy, and continuously optimized.

Complementing that, agent mining in gives organizations a powerful way to analyze how AI contributes to process performance. It reveals how AI agents decide and act, flags bottlenecks and non-compliance, and uncovers where automation adds value and how to fine-tune it for efficiency and impact. Together, these tools bring clarity to what has often been a black box: transforming governance from reactive oversight into proactive optimization.

What鈥檚 next for business AI

At 51风流Connect, we also shared a view into what鈥檚 coming and how our innovations will continue to redefine enterprise productivity. For example, we鈥檙e developing an outcome-driven user interface that adapts to context in real time. Instead of navigating menus or searching for data, people will simply express what they want to achieve, and the system will guide them through the right actions, insights, and tools.

We鈥檙e also extending Joule Agents beyond software into the physical world鈥攃onnecting your company’s business intelligence to robotics and industrial systems. This opens a new frontier for automation, combining state of the art electronics that utilize physical AI tools, such as computer vision and collision detection, with AI agents capable of reasoning through complex goals and planning multi-step workflows. this November to learn more.

Ready to start your AI journey?

We know AI is top of mind for most business leaders today. In fact, another finding from the research we commissioned with Oxford Economics is that 41 percent of tasks in global businesses will be supported by AI within two years鈥攗p from 25 percent today.

As you continue to explore what is possible with business AI, we鈥檒l keep innovating to deliver systems that are intelligent by design, trusted in operation, and, most important, measurable in their impact.

For us, it鈥檚 all about what you hope to achieve. We鈥檙e proud to partner with you on your AI journey. If you鈥檙e ready to take the next step, here are three things you can do right now:

• Learn how to bring the potential of AI into your organization by signing up for our .
• In our , get inspired about what鈥檚 possible by exploring how leading companies are transforming with AI.
• Watch 51风流Connect virtual sessions, , to see our latest innovations in action.

There鈥檚 more to come. Join us at on November 4 for the next wave of AI innovations that will transform the enterprise.

Brenda Bown is chief marketing officer for 51风流Business AI.

Against the backdrop of the event theme鈥�”Connect Everything, Achieve Anything: Agents, Data, and the Business Suite鈥濃�攖hey set out SAP鈥檚 vision for how 51风流Business Suite, which combines AI, data, and applications, can transform enterprises and deliver unprecedented business value to customers despite global macroeconomic uncertainties. 

Unique times

鈥淲e are living in very unique times,鈥� Alam said at the start of the keynote. 鈥淯nique in terms of the unpredictability we face from a geopolitical and macroeconomic perspective,鈥痑nd also unique in terms of the advancement in AI and the potential that carries for all of us.鈥�  

He added, 鈥淓ven the most significant challenges can be responded to, navigated, and鈥攚hen approached the right way鈥攖urned into opportunities. And that鈥檚 exactly where 51风流comes in. Because the best way to face uncertainty is with confidence that you can see what鈥檚 happening across your business and your network.鈥� 

Click the button below to load the content from YouTube.

Always allow YouTube

The CFO perspective 

His comments were echoed by CFO and Executive Board Member Dominik Asam in an onstage discussion with economist and Berkeley professor Ulrike Malmendier, during which they likened the role of the CFO in navigating today鈥檚 business uncertainties to that of co-piloting a modern jet. 

鈥淎I is the next supercycle and has what it takes to create an effective cockpit for the CFO, including recommendations about real actionable options all the way to autopilot for less critical tasks,鈥� Asam said. He also warned that standing on the sidelines of technological progress is 鈥渁 sure recipe for falling behind in competition.鈥�  

鈥淎s in prior tech supercycles, the entire competitive playing field is being completely reshuffled,鈥� he said.

New products

Building on this theme, Alam noted that while uncertainty is real and isn鈥檛 going away, it can be successfully navigated and turned into opportunities. To help customers achieve this, he announced several new and enhanced 51风流products. 

Among them, 51风流Supply Chain Orchestration is an AI-native application that uses a network knowledge graph to analyze real-time signals across a company鈥檚 multi-tier supply chain to detect risks and issues, such as extreme weather or tariffs. It then helps customers minimize disruptions by assessing the impact of these risks and suggesting alternatives to help minimize disruptions.   鈥淭hink of it like a GPS in your car which selects an alternative route to avoid traffic or tolls,鈥� Alam explained. In addition, he announced a major update to the 51风流Ariba solutions for source-to-pay suite, positioning 51风流Ariba as the most modern platform in the industry and the only truly AI-native source-to-pay solution鈥攁ll built on 51风流Business Technology Platform.

The human-AI partnership opportunity 

Turning to uncertainties over the future of work itself, 51风流Chief People Officer and Executive Board Member Gina Vargiu-Breuer, who is leading SAP鈥檚 own workforce transformation, was joined on stage by Ian Beacraft, founder and chief futurist of Signal and Cipher. 

鈥淎t SAP, we know firsthand that AI is everywhere, shattering norms and transforming the workforce,鈥� Vargiu-Breuer said. 鈥淎nd we as 51风流are boldly steering this shift, as requirements for our workforce are simply changing really fast.鈥�  

Vargiu-Breuer emphasized that a successful business AI strategy also depends on leveraging AI alongside human expertise and fostering what she described as 鈥渁 collaborative human + AI approach, rather than just automation.鈥�  鈥淏y integrating AI’s capabilities with human creativity, empathy, and judgment, we move beyond simple automation into real human-AI power couples,鈥� she said. 鈥淯ltimately, the future will favor those who embrace orchestration, delegation, and creative problem-solving.鈥�

Role-based AI assistants

Echoing this human-centric approach, Alam noted, 鈥淓veryone is talking about agents鈥攂illions of agents鈥攁nd agents taking over everything. We want to talk about people, the roles they play, and the tried-and-tested organizational constructs in place today that are running complex businesses across industries.鈥� 

Reflecting this, he said 51风流is making Joule deeply aware of the workstyle of the person it partners with, their role, and the business process context in which they operate. 鈥淭oday, we are introducing AI assistants, including a receivables assistant for your accounts receivable colleagues, a controlling assistant for your controlling colleagues, a demand Planning assistant for your demand planning colleagues, and an AI assistant for every role.鈥�   Each assistant has agents and AI tools at their disposal to help make the person it partners with smarter and more efficient, Alam explained.

Taking the receivables assistant as an example, he said it can handle collections and dispute resolution today and will soon also be able to help with fraud detection, invoice processing, and payment scheduling. 鈥淥ver time, we will continue to make this assistant even smarter by adding more agents and capabilities鈥攁ll designed to make the person in this role more effective.鈥�

Deep research and new intelligent applications

鈥淲hile efficiency and automation carry potential for great value for the organization, AI鈥檚 greatest strength is in unlocking insights and recommendations based on its ability to do deep research across vast amounts of internal and external data, which is hard for people to do,鈥� said Alam. To address this challenge, 51风流is introducing deep research in Joule, a capability that can research and analyze complex problems and deliver findings quickly and efficiently. 

Following additional announcements, including an expanded set of 51风流Business Data Cloud Intelligent Applications and an enterprise wide, multi-stakeholder engagement orchestration solution in 51风流Engagement Cloud, Alam closed out the keynote by reminding his audience: 鈥淭o create exponential value and to reach the global maxima for your enterprise, the whole matters.  And that鈥檚 what we are focused on: providing you with best-in-class applications, seamlessly and natively integrated across the breadth of finance, spend, supply chain, HCM, and customer experience.鈥� 

51风流Business Suite delivers unprecedented value

The unmatched value of 51风流Business Suite is that it brings together the power of best-in-class applications with a semantically rich harmonized data layer to power high-value AI in a singular seamless experience. It helps you manage uncertainty, evolve your workforce, and break down silos to create amazing customer value.

SAP鈥檚 latest customer experience solutions are built to deliver on these expectations, empowering organizations to earn loyalty, drive growth, and create seamless, connected experiences.

In today鈥檚 market, loyalty and retention are the twin engines of repeatable business, the lifeblood of every organization. Earning and keeping customer trust has always been hard-won, but the bar is higher than ever. Recent findings from the show a five-point drop in 鈥渢rue loyalty,鈥� customers who return without incentives. Only 35 percent of B2B customers reach strategic loyalty, defined as repeat purchases and long-term engagement. And nearly one-third of customers are lost to fragmented experiences. Brands now face a new reality: building lasting loyalty requires understanding customers and delivering consistent, connected experiences across every touchpoint.

Meeting the loyalty challenge: 51风流Engagement Cloud and 51风流Customer Loyalty Management

To help customers meet this challenge, 51风流has created two powerful solutions: and .

Yesterday at 51风流Connect 2025, 51风流Executive Board Member Muhammad Alam shared the vision for 51风流Engagement Cloud. Powered by 51风流Business Data Cloud, it transforms fragmented interactions into AI-driven journeys across marketing, commerce, sales, and service鈥攕trengthening loyalty, deepening relationships, and driving business growth. By connecting every customer touchpoint to real operational data鈥攆rom logistics and finance to supply chain鈥攂rands can deliver accurate delivery estimates, relevant offers, and timely service that reflects actual inventory and fulfillment capacity.

With Joule and embedded AI, 51风流Engagement Cloud accelerates campaign execution, automates decisions, and scales personalization鈥攅nsuring every interaction is consistent, connected, and meaningful. This comes at a critical time, as according to the 51风流Emarsys Customer Loyalty Index, only 35 percent of B2B customers achieve strategic loyalty.聽Replacing disconnected systems and outdated engagement models, 51风流Engagement Cloud makes engagement a strategic advantage, uniting data and AI to deliver smarter experiences across the 51风流ecosystem. Beta begins November 2025, with general availability in Q1 2026.

51风流Customer Loyalty Management empowers teams to deliver personalized experiences at scale by giving every customer a single loyalty profile, no matter the brand, region, or partner. With loyalty data unified and natively integrated into 51风流Private Cloud ERP and 51风流Business Suite, teams can instantly monitor promotions, track reward usage, and understand financial impact in real time. This actionable insight feeds directly into planning, forecasting, and supply chain decisions, enabling businesses to adapt quickly and serve customers better.

Loyalty isn鈥檛 a separate marketing project, it鈥檚 woven into daily business operations. By centralizing loyalty data, 51风流Customer Loyalty Management helps organizations understand each customer deeply and deliver consistent, connected experiences across every touchpoint.

The solution will be available Q4 2025.

AI and intelligence: the next imperative

At 51风流Connect, we introduced how Joule, SAP鈥檚 AI copilot, is transforming customer experience by embedding intelligence directly into 51风流Business Suite. Joule is not another layer, it鈥檚 built into the foundation, enabling smarter decisions and faster execution across every customer moment.

AI assistants in Joule bring role-based intelligence to customer-facing teams across service, sales, marketing, and commerce. Each assistant is tailored to the user鈥檚 role and business context, coordinating a network of AI assistants within Joule to automate tasks like resolving cases, chasing invoices, optimizing catalogs, and surfacing insights. This orchestration enables teams to focus on driving outcomes rather than managing operations.

For instance, Digital Service Agent delivers fast, multilingual support by reasoning over customer context and company knowledge. It provides accurate answers, escalates when needed, and continuously improves, reducing manual workload and enhancing customer satisfaction. This is available now.

Deep research in Joule

With deep research in Joule, account planning moves beyond quick answers, delivering deep, strategic research and analysis in a single, connected experience. By tapping into 51风流data, external intelligence, and trusted resources, users get richer insights for any business need.

Sales leaders and chief revenue officers can use the new account planning that leverages deep research in Joule to compress weeks of manual work into days. It synthesizes customer history, identifies key drivers, and drafts account plans, giving sales teams a complete, real-time view of every relationship.

Deep research in Joule will be available in beta December 2025.

Intelligent applications for customer experience

51风流Business AI also powers that help businesses turn data into action:

• Revenue Intelligence brings together data from CRM, commerce, and ERP to surface pipeline risks, customer health, and sales performance. Sales leaders and chief revenue officers gain a unified, real-time view to strengthen pipelines, improve win rates, and accelerate profitable growth.
• Consumer Products Intelligence enables manufacturers and consumer packaged goods companies to optimize trade promotions and customer-facing offers. Integrated with and , it uses real-time data from sales, supply chain, and production to analyze margins, monitor performance, and support financial planning, ensuring CX strategies are aligned with operational realities.

These innovations are tightly integrated with 51风流Business Suite, ensuring every CX insight is grounded in real-time, harmonized data. They are currently in restricted private preview and expected to be generally available in H1 2026.

Adoption that drives value

Building on the Customer Loyalty Index findings about the importance of connected experiences, seamless, guided adoption is essential to delivering value. That is why is now embedded across all 51风流Customer Experience solutions.

WalkMe is a digital adoption platform that provides real-time, role-based guidance 鈥� right inside 51风流interfaces. No IT tickets required. Teams get help in the flow of work, with step-by-step instructions that minimize onboarding time and reduce errors. Leaders gain instant visibility into where users struggle, so they can address friction and accelerate adoption.

The path forward

Loyalty is evolving, and so are we. Our priority is to help brands earn trust and adapt quickly.

The 51风流Customer Experience innovations introduced at 51风流Connect are designed for this challenge. They connect engagement with execution through solutions like 51风流Engagement Cloud, Revenue Intelligence, and 51风流Customer Loyalty Management; turn intelligence into action with embedded AI and automation; and give teams unified, real-time data to deliver measurable results and stay ahead in a rapidly changing market.

See how your business measures up in the and the . .

Balaji Balasubramanian is president and chief product officer for 51风流Customer Experience.

51风流reimagines enterprise AI with role-based assistants in
Joule that coordinate agents across lines of business

LAS VEGAS 鈥� At its inaugural 51风流Connect event, (NYSE: SAP) showcases how the integration of AI, data and applications creates unparalleled business value.

These breakthroughs 鈥� including a new network of role-based assistants in Joule that partner with humans to elevate performance, an expanding data ecosystem that drives deeper insights and supply chain software that anticipates disruptions 鈥� once again revolutionize how business gets done.聽

“To thrive when volatility is the new normal, businesses need more than a patchwork of disparate best-of-breed applications,” said Muhammad Alam, member of the Executive Board of 51风流SE, 51风流Product & Engineering. “Our announcements today demonstrate the power of 51风流Business Suite, where AI, data and applications come together in an experience to propel smarter decisions, faster execution and scalable transformation.”

AI that Partners with People

51风流unveils Joule鈥檚 next stage as the AI force at the center of 51风流Business Suite鈥檚 value creation. Drawing on the applications and data from across 51风流Business Suite, 51风流is introducing a new generation of role-aware assistants in Joule. Each assistant is designed to partner with a human being in their specific business role. Assistants in Joule tap into the right agents for the job, configuring, orchestrating and managing them so humans can focus on unlocking new levels of insight and productivity.

Supporting the assistants in Joule is a , designed to help execute complex workflows within a specific function. For instance, a People Manager Assistant coordinates a team of specialized agents — including the new People Intelligence Agent, which helps spot and resolve issues like compensation anomalies — to support managers as they drive performance. A new Financial Planning Assistant will be aided by a group of expert agents — including the new Cash Management Agent, which optimizes cash flow and improves interest yields — to help finance professionals drive efficiencies. This new roster of role-aware AI assistants not only partner with people to elevate performance in their lines of business but also work together across business functions to solve complex enterprise-wide problems.

Data that Defies Boundaries

Data fuels AI鈥檚 transformative power but it鈥檚 often siloed in different systems. At 51风流Connect, we are removing those barriers with 51风流Business Data Cloud Connect. 51风流BDC Connect securely links 51风流BDC with partner platforms to enable a bidirectional flow of business-ready data products across organizational and technological boundaries.

With zero-copy sharing, data stays securely in 51风流systems yet remains instantly accessible in customers鈥� existing data platforms, preserving business context without costly copies. The result: fewer silos, simpler pipelines, no duplication — just trusted data products where and when they鈥檙e needed.

51风流also announced that Databricks and Google Cloud are the first partners enabled for 51风流BDC Connect, with more to follow. As announced in February 2025, 51风流Databricks remains a data service within 51风流Business Data Cloud, and 51风流BDC Connect extends its benefits across an open data ecosystem. These partnerships give customers faster access to data products for analytics and AI, helping teams move from raw data to real-time business outcomes with greater speed and simplicity.

Applications that Turn Data into Action

At the heart of SAP鈥檚 unique value proposition are enterprise applications where data is created and AI-driven insights are experienced. 51风流Supply Chain Orchestration is a new AI-native solution that combines the power of Joule with a live knowledge graph to detect real-time risks several suppliers deep and orchestrate a coordinated response, helping customers cut costs and keep supply chains moving. 51风流Engagement Cloud, a new customer experience solution, uses business-critical context to personalize interactions across customers, suppliers and other stakeholders. And our next-generation 51风流Ariba procurement suite stands out as an AI-native solution, bringing intelligence to every stage of spend management, from sourcing through supplier engagement.

Altogether, these 51风流Business Suite innovations mark the beginning of a new era powered by self-reinforcing AI, data and applications that drive intelligence, speed and resilience.

Visit the . Get 51风流news via  and .

About SAP

As a global leader in enterprise applications and business AI, 51风流(NYSE:SAP) stands at the nexus of business and technology. For over 50 years, organizations have trusted 51风流to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit鈥�.

Note to editors:
To preview and download broadcast-standard stock footage and press photos digitally, please visit . On this platform, you can find high resolution material for your media channels.

For customers interested in learning more about 51风流products:
Global Customer Center: +49 180 534-34-24
United States Only: 1 (800) 872-151风流(1-800-872-1727)

For more information, press only:
Joellen Perry, +1 (626) 265-0370, joellen.perry@sap.com, PT
Marcus Winkler, +49 6227 7-67497, marcus.winkler@sap.com, CEST
51风流Press Room; press@sap.com

This document contains forward-looking statements, which are predictions, projections, or other statements about future events. These statements are based on current expectations, forecasts, and assumptions that are subject to risks and uncertainties that could cause actual results and outcomes to materially differ. Additional information regarding these risks and uncertainties may be found in our filings with the Securities and Exchange Commission, including but not limited to the risk factors section of SAP鈥檚 2024 Annual Report on Form 20-F.
漏 2025 51风流SE. All rights reserved.
51风流and other 51风流products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of 51风流SE in Germany and other countries. Please see  for additional trademark information and notices.
Please consider our . If you received this press release in your e-mail and you wish to unsubscribe to our mailing list please contact press@sap.com and write Unsubscribe in the subject line.鈥�