This isn鈥檛 just a consumer trend; it is reshaping engagement models across industries.

The Q4 2025 (51风流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鈥攆oundational catalysts for future-ready businesses.

With WalkMe Premium now available across 51风流CX applications, teams can upskill and reskill with in-the-moment guidance. And 51风流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鈥攑owered by 51风流Business Technology Platform. Whether it鈥檚 resolving an issue or managing inventory, CX applications connected to 51风流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鈥� fingertips. Deflect common inquiries, resolve complex questions with AI, and escalate seamlessly to human agents when needed鈥攔educing contact center load while improving customer satisfaction.
  
  Digital Service Agent can be combined with , creating one conversational AI that handles the entire journey鈥攆rom 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风流Customer Experience Cloud applications鈥攆ast 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风流CX apps and third-party systems. These agents can retrieve information, complete tasks, and run autonomous actions grounded in enterprise data from 51风流CX, 51风流Knowledge Graph, and non-51风流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鈥攈elping 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鈥檚 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风流is embedding AI upskilling into the core of customer experience applications with WalkMe Premium for 51风流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风流CX solutions without complexity.

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

• : Enable service agents in 51风流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风流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风流Emarsys, ingest inbound events from external data sources to further enhance segmentation and personalization throughout the journey.
• (pilot): Use predictive AI segments in 51风流Emarsys to reach audiences that are most likely to engage based on a contact鈥檚 behavior, status, or channel preference.

Build lasting connections with 51风流Customer Loyalty Management

Customer loyalty is more than a metric; it鈥檚 a long-term strategy for growth. As expectations rise, organizations need solutions that create meaningful, lasting relationships. 51风流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风流helps transform loyalty into a measurable, powerful engine for sustainable engagement and success. 51风流Customer Loyalty Management has integrations for 51风流Service Cloud and 51风流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鈥檚 Q4 2025 innovations in customer experience anticipate this shift on every level. 51风流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风流CX in Q4 2025

Read the 51风流Help documentation to get started with these new capabilities.

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

Few industries feel this dual pressure more than American candy makers, particularly during this year鈥檚 Halloween season — their single most important sales moment of the year.

Unfortunately, this year the spookiest season proved to be a particularly tricky one. According to , candy prices rose by 17% from 2024 to 2025. Price increases pose a threat to legacy brands, as 26% of American consumers say they can no longer afford brand loyalty, according to the .

For confectionery manufacturers that have long relied on emotional connection and nostalgia to sustain sales, this Halloween season created pressures on the front- and back-end, leading to what鈥檚 effectively called the 鈥淐PG squeeze.鈥�

Yet, there鈥檚 still room for optimism. The bottom line is that consumer demand hasn鈥檛 disappeared; it鈥檚 simply evolving. While this Halloween season presented a scare, candy makers can prepare for upcoming moments like the holiday season and Valentine鈥檚 Day by integrating financial, commercial, and supply chain planning as well as by connecting sourcing, production, logistics, marketing, and retail.

Supplier side reality

Behind the fun-size bars and Halloween packaging, U.S. candy makers grappled with operational headwinds this year. Volatile trade policy made ingredient and packaging costs unpredictable, while global disruptions reverberated through supply chains.

In anticipation, manufacturers stockpiled inventory and restructured supplier networks, tying up working capital and putting additional stress on already thin margins. The loss of supplier stability has also become a defining feature of today鈥檚 CPG landscape: 70% of companies report switching suppliers primarily due to cost considerations, and fewer than one in four (22%) have maintained supplier relationships longer than five years, according to .

For candy makers dependent on commodities like sugar, cocoa, and dairy, these disruptions hit particularly hard. Add that to the growing costs of packaging, transportation, and marketing, and even iconic brands found themselves squeezed from all sides.

Cautious consumers and the erosion of loyalty

On the consumer front, the loyalty that once defined relationships with classic candy brands began to show signs of strain. That鈥檚 bad news for staple brands that have long relied on customers who instinctively reach for the same branded candy every Halloween.

At the same time, social media has amplified product discovery. Trends can shift overnight, and a viral post about a new flavor or an unexpected candy collaboration can sway younger buyers instantly. For established brands, loyalty must now be earned continuously.

Halloween was one example of this shift, but we鈥檙e going to see families purchase fewer products or mix traditional favorites with lower-priced alternatives in the future as Americans continue to tighten their budgets. Meanwhile, retailers will face uncertain demand and fluctuating supplier costs, leading to a greater risk of stockouts. These trends highlight why CPG companies need smarter, more connected planning to stay ahead of shifting consumer behavior.

Stopping the squeeze with end-to-end connected planning

The effect of the CPG squeeze during this Halloween season offers candy makers valuable lessons before future moments of peak demand. Companies that continue to operate with fragmented data risk missing critical insights, whether it鈥檚 an emerging cost spike, a change in trade policy or a social trend that could make or break sales.

That鈥檚 why CPG companies must embrace end-to-end business planning, a holistic approach that aims to enable agility, transparency and collaboration across every stage of the value chain, through the following methods:

1. Integrated supply and demand planning

Using AI-driven analytics and real-time data, companies can more accurately balance supply and demand, ensuring they produce the right amount of product at the right time. For candy makers, that means having adjusted holiday production runs in response to early season buying trends or ingredient cost shifts.

This model helps connect supplier, logistics, and retail data streams, allowing teams to react instantly to cost spikes or sales slowdowns — helping CPGs improve forecast accuracy for tomorrow鈥檚 disruptions today.

2. Collaborative commercial and promotions planning

Integrating sales, marketing and trade promotion data with supply and finance planning helps maximize promotional ROI. that 68% of CPG companies are simplifying or otherwise improving their organizational structure to improve coordination between teams, leading to fewer out-of-stocks and stronger seasonal performance.

To make these efforts more effective, companies must turn to revenue growth management as a strategic link between planning and execution. By connecting ROI, volume, and profit and loss data, ensures promotions are timed and tailored to shopper needs. This approach supports customer retention, attracts new buyers, and helps maintain healthy margins.

The coordination of holiday campaigns, shelf placements, and promotional pricing with a unified view of inventory and demand is crucial. Rather than running separate marketing and logistics calendars, teams must collaborate around a single version of truth,听ensuring the product featured in a viral ad is available on shelves.

3. Financial planning and scenario modeling

End-to-end planning also allows companies to simulate 鈥渨hat-if鈥� scenarios by modeling policy changes, supply shortages, or demand surges to test resilience. For example, a candy maker facing a 10% increase in imported cocoa costs can immediately assess how to reallocate budgets through promotional adjustments, sourcing alternatives, or margin management.

With real-time connectivity across teams, financial forecasts can automatically update as assumptions shift, empowering decision-makers to pivot fast.

Turning pressure into opportunity

The 鈥淐PG squeeze鈥� wasn鈥檛 just a momentary market condition; it鈥檚 a structural shift that will reshape how candy makers and other CPG brands operate for years to come.

Halloween this year delivered more tricks than treats for American candy makers. Rising costs, shifting loyalties and supply challenges exposed the fragility of traditional planning models. To weather the holidays ahead, all CPGs must embrace integrated planning models that connect every part of the value chain.

With greater visibility and agility to anticipate change and respond to consumer demand, CPG brands can make every holiday a little sweeter.

Jon Dano is an industry executive advisor for Consumer Products at SAP.

These moments are the building blocks of delivering seamless and memorable experiences — and lasting loyalty.

At SAP, we believe every touchpoint is more than a chance to meet a need. It is an opportunity to deepen trust, demonstrate value, and strengthen the relationship between customer and brand. That belief is at the heart of the 51风流Customer Experience (51风流CX) portfolio — now infused with the power of AI.

Our Q3 2025 release reflects this vision. Intelligence is embedded across the entire customer journey. Generative AI helps service teams classify cases the moment they arrive. Autonomous agents in commerce guide customers to the right products with real-time stock visibility. For marketers, AI personalizes campaigns and generates segment descriptions and translations, ensuring relevance at scale. For sales teams, AI keeps data clean and actionable, eliminating duplicates and surfacing the right opportunities at the right time.

 AI isn’t just about efficiency alone; it is about elevating every interaction into a moment where trust can be deepened and loyalty earned.

Here are the highlights from 51风流CX in Q3 2025.

AI that drives results

From decision-making to customer engagement, AI-powered intelligence and agents streamline processes and remove friction. Teams gain the ability to respond faster, deliver smarter interactions, and grow with confidence while delivering customer experiences that feel effortless, reliable, and personalized.

51风流Service Cloud

• Business information extraction in cases: Save time by automatically extracting registered product information from the case description, using pre-delivered elements for business information extraction.

51风流Sales Cloud 

• Contact and individual customer duplicate checks: Maintain clean, accurate records by managing redundant and data. This generative AI capability checks for duplicates and returns a confidence score, leaving the decision-making in human hands.

51风流Emarsys 

• AI-assisted product finder: Enable marketers to use natural language prompts and keywords to quickly search and locate products for targeted campaigns. Automatic product catalog sync ensures you are always working with the most up-to-date data.
• AI-assisted segment description generator: Generate human-readable segment summaries to improve execution. This ensures that existing segments are easily discoverable with descriptions that are intuitive and straightforward.
• AI-assisted campaign translator (pilot): Translate email campaign copy flexibly and seamlessly within the editing workflow. Localize product descriptions across languages to quickly build, optimize, and launch multi-language campaigns.

51风流Commerce Cloud 

• Shopping Agent: Using product stock awareness to return real-time inventory data, the configurable Shopping Agent can display or hide out-of-stock products in its recommendations. This makes for smarter recommendations, reducing friction and abandoned carts. For B2B transactions, merchants can also choose whether the agent answers questions about bulk product availability.

51风流Revenue Growth Management

• AI-assisted promotion creation: Create new promotions quickly by getting recommendations for promotion names, when to run a promotion, what products to include, which spend type to use, and recommendations for discount type.

Scale smarter with greater flexibility

Scaling efficiently while providing flexibility for customers means optimizing operations, offering expanded channel options, and extending visibility to customers and partners.

51风流Emarsys 

• Microsoft Ads integration: Scale personalized ad experiences across the Microsoft Search Network, including Bing, Yahoo, AOL, and other Microsoft properties.
• Conversational messaging for LINE (): After expanding our offering to in the Q2 release, we now support the popular conversational channel LINE, giving marketers a direct way to connect with customers in the channels they use every day and making it easier to turn engagement into conversion.

51风流Commerce Cloud 

• Central order service: This feature for seamlessly integrates online and offline transactions, paving the way for flexible customer experience scenarios like “buy online, return in store” (BORIS) and “buy in store, return online” (BISRO).
• Availability push: now allows customers to proactively send real-time product availability information to external systems like webshops and marketplaces, ensuring they have the most current stock data without needing to request it.

51风流Sales and Service Cloud 

• 51风流Preferred Success: We are empowering our customers to make the most of their 51风流investments with the . This interactive workshop helps participants pinpoint which processes to optimize, outsource, or remove for the greatest impact. Learn how to identify critical processes, define roles and responsibilities, and establish a sustainable approach to process governance.
• Integration review V2: A comprehensive solution launch checklist for 51风流Sales Cloud and 51风流Service Cloud Version 2 integrations ensures successful rollouts and compliance with 51风流best practices. The checklist systematically evaluates authentication mechanisms, interface configurations, middleware settings, and 51风流Integration Suite implementation. 

51风流Enterprise Service Management

Updates to include:

• Case summary enhancements: Sentiment trend and sentiment graph can now be enabled in the interaction summary for additional information on a customer. Internal and external case notes can be configured and used to generate the resolution summary overview.
• Custom services: Gain more flexibility and extend capabilities without modifying the core application. Integrate external functionality into 51风流Service Cloud V2 with custom services.
• Template visibility and restrictions: Every document is also an opportunity to establish trust. Now you can strengthen document security by limiting template access to those who need it.

51风流Revenue Growth Management 

New to  are:

• Custom KPIs: Assess the performance of your account and promotion planswith custom KPIs, tracking metrics that suit your planning and reporting processes. Save time by creating KPI profiles to define a set of standard pre-defined KPIs.

• Promotion calendar export to PDF: Reduce uncertainty, lower costs, and build relationships with better alignment on annual promotions and EDLP agreements with customers. Key account managers can now share a promotion calendar and associated promotion details in a PDF file, making collaboration easier and decisions faster.

Trust advantage in AI-powered customer experience

AI is now woven into the fabric of the 51风流CX road map, guiding how data, processes, and experiences come together. This deep integration sets the stage for a new era of customer engagement, one where intelligence anticipates needs, adapts in real time, and continuously strengthens loyalty at every touchpoint.

Learn more about what is new in 51风流CX Q3 2025

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

Every moment in the customer journey is a chance to deliver value, earn trust, and build relationships. But delivering consistently great experiences means adapting to evolving trends and expectations with a connected approach to people, data, and systems. 

The Q2 2025 release of the (51风流CX) portfolio does just that. Whether engaging customers, streamlining operations, or empowering employees, this release delivers smarter, faster, more personalized experiences at scale. Powered by AI with harmonized data, it brings improvements across the customer experience life cycle, from first touch to long-term growth, with seamless, value-generating experiences across service, sales, marketing, commerce, and consumer industries.听听

Here are the highlights from 51风流CX in Q2 2025.  

Making every interaction count 

Everyday moments turn into meaningful engagements when experiences are connected, relevant, and effortless. This release helps users go beyond meeting customer needs to building trust and loyalty at every touchpoint.听

51风流Service Cloud  

• Business Information Extraction: and convert it into structured, usable documents 鈥� like auto-filling case descriptions from customer emails 鈥� saving time and manual effort.

51风流Commerce Cloud 

• B2B Self-Service Portal: Raise customer satisfaction and reduce service volume with this scalable, easily implemented . B2B customers can view order status, invoices, and delivery updates鈥攔egardless of how the order was placed. 
• AI Shopping Agent: to drive conversions and growth. With prompting questions and natural, conversational language, the agent guides product discovery and enables in-chat actions like add to cart as well as view order and shipping details.

51风流Emarsys 

• Enhancements 
  • Segmentation: Combine wallet and customer data to target the right people; for example, reengaging those who have not interacted recently with Mobile Wallet campaigns.
  • Expanded Wallet Delivery Channels: Reach customers anywhere with the new Mobile Inbox and Mobile Push channels.
  • Pass Notifications: Automatically deliver timely lock-screen updates for on-the-spot engagement and conversion with mobile wallet users or targeted customer segments. 
• WhatsApp Template Messaging: like promotions and order updates using the rich content, personalization, and multi-language support in 51风流Emarsys.
• Conversational Messaging for WhatsApp (): Have based on contacts鈥� responses.

Scale smarter, operate better 

Sustainable growth requires operational efficiency and built-in customer experience. With unified data connected to core business operations and AI-driven insights, these updates improve internal operations, enhance scalability, and set the foundation for differentiated customer experiences.听

51风流Commerce Cloud 

• B2B Self-Service Portal: Give customers transparency without committing to full commerce and scale when ready, without data migration or replatforming.听Launch this for B2B customers in just weeks with partner packages that simplify setup and accelerate time to value. Built as an ERP add-on, the portal connects natively with back-end systems to surface real-time order and invoice data, reducing support workload and improving the customer experience with accurate, always-on self-service. Out-of-the-box compatibility with 51风流S/4HANA and 51风流Cloud ERP means faster setup, less IT effort, and long-term flexibility.听
• Open Payment Framework: Support for brings unified checkout, reliability, and built-in security and validation to the payment experience, accelerating time to market and increasing conversions.听

51风流Sales and Service Cloud听

• : Accelerate time to value and maximize your investment in 51风流with services navigator for 51风流Sales Cloud and 51风流Service Cloud Version 2 implementations. Part of 51风流Preferred Success for 51风流Customer Experience solutions, the navigator helps users discover relevant services from their 51风流Preferred Success subscription for each stage of a project, align support offerings with project goals and timelines, and improve business outcomes with accelerated adoption and reduced risk.
• : Reduce the costs and complexity of internal issue resolution with unified service delivery. By centralizing and structuring inquiry management and response, out-of-the-box integrations of 51风流Enterprise Service Management with 51风流Business Suite applications break down silos to improve service delivery across finance, HR, marketing, facilities, sales, support, and more.听

51风流Revenue Growth Management听

New to in Q2 2025 includes:听听

• Fund management: Gain control over trade spend鈥攃reate funds, manage and adjust fund budgets, and track spending for promotions.
• Analytics dashboards: Get quick access to planning data and insights into P&L for individual promotions with embedded 51风流Analytics Cloud, 51风流Revenue Growth Management analytics dashboards.听

AI that accelerates impact

Across the experience life cycle, AI-powered embedded intelligence and autonomous AI agents help unlock faster decisions and better outcomes. This release helps teams move faster, engage smarter, and scale with confidence.

51风流Sales Cloud 

• Sales Order Summary: Enable sales managers to act quickly with like price changes, product substitutions, on-time delivery probability, and more 鈥� boosting accuracy and profitability.
• Account Duplicate Check: Protect data quality and reduce the manual effort of dealing with redundant data. Account Duplicate Check uses AI to so users can maintain clean, accurate records and drive smarter engagement.听

51风流Service Cloud 

• Registered Product Summary: Empower agents with a of a product鈥檚 service history, turning standard service calls into a strategic conversation. 
• Business Information Extraction: from unstructured documents using AI, helping unlock insights and action.听

51风流Emarsys 

• Natural Language Search for Product Curation: Enable marketers to using natural language search, helping them move faster and build the right use cases. 

Innovation that connects it all

From loyalty to growth to operational agility, these innovations help deliver more intelligent, connected experiences at every touchpoint 鈥� with the adaptability and scalability to grow lifelong customer value. 

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