This isn’t just a consumer trend; it is reshaping engagement models across industries.

The Q4 2025 (51·çÁ÷CX) release propels this transformation further with new out-of-the-box agents designed for customer service and the ability to easily build custom agents with Joule Studio. Additionally, AI features like predictive segmentation and AI-assisted reporting expedite planning and decision-making—foundational catalysts for future-ready businesses.

With WalkMe Premium now available across 51·çÁ÷CX applications, teams can upskill and reskill with in-the-moment guidance. And 51·çÁ÷Customer Loyalty Management takes new engagement models to the next level, helping businesses strengthen relationships and drive long-term growth.

Here, explore more of the highlights from the Q4 2025 release. And for full sub-solution details, see recaps for , , , , and .

Better customer engagement with out-of-the box agents and custom tools

With SAP, customer experience applications, data and AI come together as one—powered by 51·çÁ÷Business Technology Platform. Whether it’s resolving an issue or managing inventory, CX applications connected to 51·çÁ÷ERP keep processes running smoothly. AI agents take it further, by reasoning and acting directly in core processes, turning complexity into clarity. One of the most critical areas is in customer support.

• : Deliver instant and accurate self-service by putting knowledge at customers’ fingertips. Deflect common inquiries, resolve complex questions with AI, and escalate seamlessly to human agents when needed—reducing contact center load while improving customer satisfaction.
  
  Digital Service Agent can be combined with , creating one conversational AI that handles the entire journey—from product discovery and transaction to post-sales support. Customers can ask questions, get answers, and complete purchases in a single frictionless interaction. Together these agents unlock agentic commerce and intelligent service, which strengthens customer relationships and deliver experiences that truly stand out.

• : Create custom, business-ready AI agents for 51·çÁ÷Customer Experience Cloud applications—fast and without complexity. Joule Studio, a part of , gives developers a powerful low-code, no-code environment to create and deploy AI agents and connect them seamlessly to Joule, 51·çÁ÷CX apps and third-party systems. These agents can retrieve information, complete tasks, and run autonomous actions grounded in enterprise data from 51·çÁ÷CX, 51·çÁ÷Knowledge Graph, and non-51·çÁ÷systems.
  
  For example, users can build a sales assistant agent that instantly pulls historical purchase records, analyzes buying patterns, and recommends the most relevant products or offers—helping sales teams increase conversion rates and shorten sales cycles. Learn how to .

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Boost insights and workforce skilling with AI-powered guidance

AI is no longer optional; it’s the engine behind smarter, faster customer engagement. As digital experiences raise the bar, customers expect speed, personalization, and simplicity in every interaction. Meeting those expectations requires more than automation. It demands AI-driven insights and skills that scale across the organization.

• : 51·çÁ÷is embedding AI upskilling into the core of customer experience applications with WalkMe Premium for 51·çÁ÷CX solutions. This solution empowers employees to work smarter and learn faster, driving better outcomes from day one. With real-time, role-based guidance and automation across , , , and , teams can unlock the full potential for 51·çÁ÷CX solutions without complexity.

• : Easily generate custom reports and comparisons in 51·çÁ÷Emarsys, and uncover campaign and customer insights instantly.

• : Enable service agents in 51·çÁ÷Service Cloud to quickly understand key consumption trends for a premise. With AI-generated summaries of consumption graphs, agents can immediately identify usage fluctuations, anomalies, and important patterns to support faster resolution for utilities customers.
• : Check the overall health of the sales pipeline in 51·çÁ÷Sales Cloud and display opportunities based on quantity and probability score.
• Promotion and account plan configuration: In , customers can configure promotion types and account plan types, defining scope, levels, spend, and baseline management, in order to enable flexible planning and support future indirect promotions.

• Engagement events: In 51·çÁ÷Emarsys, ingest inbound events from external data sources to further enhance segmentation and personalization throughout the journey.
• (pilot): Use predictive AI segments in 51·çÁ÷Emarsys to reach audiences that are most likely to engage based on a contact’s behavior, status, or channel preference.

Build lasting connections with 51·çÁ÷Customer Loyalty Management

Customer loyalty is more than a metric; it’s a long-term strategy for growth. As expectations rise, organizations need solutions that create meaningful, lasting relationships. 51·çÁ÷Customer Loyalty Management helps businesses deliver personalized experiences, reward trust, and strengthen engagement at every touchpoint, turning everyday interactions into enduring connections.

• : Empowers businesses with AI-driven insights to capture and unify customer data in a dynamic, cloud-based loyalty profile. These profiles provide deep insights into individual motivations, enabling smarter segmentation and highly targeted marketing campaigns. From managing global programs on a unified platform to forming strategic alliances and scaling initiatives for impact, 51·çÁ÷helps transform loyalty into a measurable, powerful engine for sustainable engagement and success. 51·çÁ÷Customer Loyalty Management has integrations for 51·çÁ÷Service Cloud and 51·çÁ÷S/HANA Cloud Private Edition to make the transformation faster.

The future of engagement is here, get ready with SAP

How we engage is changing faster than ever. SAP’s Q4 2025 innovations in customer experience anticipate this shift on every level. 51·çÁ÷CX is enabling organizations to move beyond reactive strategies and into a world of proactive, personalized experiences.

Businesses that embrace and integrate these new models throughout their enterprise, pairing agentic AI with human intelligence and creativity, will set new standards for customer loyalty and growth.

Learn more about 51·çÁ÷CX in Q4 2025

Read the 51·çÁ÷Help documentation to get started with these new capabilities.

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Balaji Balasubramanian is president and chief product officer for 51·çÁ÷Customer Experience and Consumer Industries.

In the AI era, relying on standalone line-of-business applications limits growth. To unlock their full potential, businesses need a connected business suite, a unified data strategy, and a powerful data foundation — forming an integrated system that breaks down silos, empowers teams, and enables personalized engagement.

Foundation for intelligent growth

With more than 50 years of expertise in managing critical business data, 51·çÁ÷helps companies unlock AI that is relevant, reliable, and responsible. This year at , we announced innovations for customer-centric, AI-powered growth — whether paired with 51·çÁ÷or non-51·çÁ÷solutions. These innovations build on the three critical growth drivers:

• delivers real-time insights and connections across systems and data. With built-in AI, it transforms complexity into clarity and enables fast, agile action.
• centralizes trusted internal and external data, breaking down silos to deliver real-time visibility and insights for personalized experiences.
• , is central to this growth strategy and brings AI into every interaction — from marketing to service — tapping into business-critical data to deliver seamless, context-rich experiences, while maximizing the value of existing 51·çÁ÷investments.

This integrated approach enables smarter decisions, more responsive service, and long-term loyalty.

Our latest innovations expand upon this growth engine, helping companies stand out.

AI-driven automation for accelerated impact

Our expanding portfolio bridges the gap between intelligence and automation. These ready-to-use AI agents automate routine tasks deliver value quickly with minimal configuration. New agents include:

• Quote Creation Agent: Drafts structured, CRM-ready quotes, reducing response time from hours to minutes. Learn more about .
• Catalog Optimization Agent: Continuously improve SEO and product descriptions to improve discoverability and conversion. Learn more about .

Working seamlessly within existing 51·çÁ÷CX environments, Joule Agents preserve human judgment where it matters most while automating the rest, freeing teams to focus on growth.

Connections that drive efficiency and growth

unifies service delivery across sales, marketing, HR, finance, procurement, and more, powered by AI and embedded across 51·çÁ÷Business Suite. With its unique focus on user experience, it boosts productivity and operational excellence.

For 51·çÁ÷CX users, it centralizes processes for sales inquiries and support, accelerating close rates and shortening deal cycles. This unified approach turns fragmented service into seamless, AI-powered orchestration.

Key capabilities across the 51·çÁ÷portfolio include:

• : Self-service and AI routing of complex issues frees HR teams for strategic priorities
• Finance: Automates accounts receivable/payable inquiries, disputes, and discrepancies to improve accuracy, shorten AR turnover, and accelerate cash flow
• : Centralized, AI-driven sales inquiries and support, improves response times and boosts close rates

Automation and unified systems help streamline operations and strengthen customer relationships, fueling satisfaction and growth.

Smarter revenue management for maximized growth

Launching in the third quarter 2025, helps consumer packaged goods companies optimize promotions, budgets, and ROI with AI insights and real-time financial data. integration helps prevent overspend and supports 51·çÁ÷Sales and Operations Planning with .

Key enhancements include:

• Visibility into revenue, margin, ROI, volume, and profit and loss data for account performance insights and better trade promotion decisions
• Promotion spend insights via integrated 51·çÁ÷Cloud ERP
• More accurate forecasting with 51·çÁ÷Integrated Business Planning and streamlined budget planning with
• Improved trade promotion budget management at customer and product levels, aligned to financial plans

By turning promotion data into demand signals, companies can optimize promotion strategies, reduce overspend, and deliver personalized, data-driven interactions at scale.

Scalable success: from self-service insights to full B2B commerce

, a powerful 51·çÁ÷Cloud ERP add-on, gives B2B customers secure, 24/7 access to real-time order data from all sales channels. Designed for digital-first buyers, it reduces support workload and creates a solid foundation to scale and expand into full B2B e-commerce.

Key capabilities include:

• Native 51·çÁ÷Cloud ERP integration for real-time order and invoice data across channels with no middleware or data duplication
• Omnichannel visibility — EDI, email, phone, fax, direct sales, e-commerce — for one-stop customer order data access
• Rapid time to value with preconfigured data models, UI templates, and our vetted partner ecosystem
• Faster issue resolution with user emulation, allowing support teams to see what the buyer sees
• Future-ready scalability that easily extends to full B2B e-commerce without re-platforming

With low TCO and deployable in just weeks, the portal supports digital-first convenience and long-term growth.

Easy, adaptable, future-ready payments

While 51·çÁ÷B2B Self-Service Portal empowers B2B customers with real-time access to orders and transactions, 51·çÁ÷Commerce Cloud, open payment framework modernizes payments. Its no-code, low-code architecture enables flexible support for methods like buy now, pay later and a wide range of third-party payment service providers, including Stripe, Adyen, Worldpay, and Airwallex. Announced in the first quarter, the solution allows rapid deployment and customized payment solutions.

Benefits include:

• Rapid customization of payment experiences for seamless experiences
• Flexibility to meet evolving buyer needs
• Seamless scalability while ensuring compliance and security
• Reduced complexity and time to value

Together, these capabilities form the foundation for long-term growth.

Real-time data intelligence for seamless experiences

As businesses gain control over payment experiences, they also need real-time visibility into the transactions driving their operations. Customers expect consistent, personalized experiences across channels, from in-store to mobile to online, at every touchpoint.

, a modular, cloud-native solution bundle, unifies point-of-sale and digital order data, processes high-volume transactions in real time, and ensures accurate inventory availability across locations. It supports flexible fulfillment and returns, such as buy online, pick up in-store (BOPIS), and return anywhere, and enables more intelligent inventory planning, sourcing, and channel-aware promotional planning.

These capabilities reduce operational friction, increase loyalty, and help businesses scale profitably and sustainably.

Turning customer experience into competitive advantage

These innovations enable a growth strategy that transforms customer experience into a powerful competitive advantage. By connecting data, processes, and interactions with AI-driven insights, businesses can deliver proactive, tailored experiences that foster loyalty and fuel growth.

51·çÁ÷is committed to helping customers harness the power of customer experience. These innovations reflect our focus on delivering real-world value and unlocking new growth opportunities.

Learn more about our and how they can help your business grow.

Balaji Balasubramanian is president and chief product officer for 51·çÁ÷Customer Experience.