SAP has previewed AI-driven upgrades to its SAP Customer Experience (SAP CX) platform ahead of its SAP Connect event next week.
The Q3 2025 release is designed to help enterprises optimize operations, generate actionable insights, and offer consistent quality at every point in the customer journey.
The release embeds AI throughout the customer experience.
In retail, for example, AI-powered agents will be utilized to help shoppers find exactly what they’re looking for, showing stock in real time.
Marketers can use AI in SAP applications to personalize campaigns, write segment descriptions, and automate translations, all at scale.
For sales teams, AI takes care of the ‘boring stuff’, such as cleaning up data, removing duplicates, and highlighting the best leads at the right time.
From making smarter decisions to improving customer engagement, the portfolio’s AI-powered intelligence and agents can help teams move faster and deliver customer experiences that feel effortless, reliable, and personalized.
“AI isn’t just about efficiency alone; it is about elevating every interaction into a moment where trust can be deepened and loyalty earned,” wrote Balaji Balasubramanian, President and Chief Product Officer at SAP, in a blog post.
“AI is now woven into the fabric of the SAP 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.
Here’s a look at how each product in SAP’s cloud-based portfolio is putting AI to work:
SAP Service Cloud
The product provides business information extraction, which automatically pulls key product information from case descriptions to save time and streamline case handling.
SAP Sales Cloud
Sales Cloud uses AI to identify duplicate contacts and customers, providing a confidence score for human users to make the final call, keeping data clean and accurate.
SAP Emarsys
An AI-assisted product finder allows marketers to search product catalogs using natural language and keywords quickly. The catalog is synced automatically with the latest data for up-to-date, targeted campaigns.
A segment description generator creates clear, human-readable summaries for audience segments to improve targeting and usability. And a pilot version of a campaign translator can translate email campaign content directly within the editor for fast, seamless multi-language campaign rollout.
SAP Commerce Cloud
The revamped tool features an AI-powered shopping agent that offers customers personalized product recommendations based on real-time inventory.
The agent can hide out-of-stock items and answer B2B-specific stock questions, reducing friction and improving conversions.
SAP Revenue Growth Management
The product now includes an AI Promotion Creation feature that recommends promotion details like name, timing, product mix, discount type, and spend to launch effective promotions faster.
The Efficiency-Personalization Balancing Act
As customer expectations grow and channels diversify, businesses need tools that scale efficiently without sacrificing personalization or responsiveness.
The updates to the portfolio also include a number of features that aim to help businesses achieve this while providing more flexibility for their customers.
Microsoft Ads Integration in SAP Emarsys helps marketers extend personalized ad reach across Bing, Yahoo, AOL, and other elements of the Microsoft Search Network to drive customer engagement across more touchpoints.
Participants in the SAP Early Adopter program will also be able to connect directly with customers on LINE, one of the most popular messaging platforms in Asia.
In SAP Commerce Cloud, central order service features for SAP Order Management support sending real-time product availability to external systems, and integrate online and in-store purchases with flexible CX options like buy online, return in store (BORIS), enhancing convenience and trust.
SAP Sales & Service Cloud now includes a business process management masterclass, which helps teams identify and optimize critical customer-facing processes and establish a sustainable approach to process governance.
Updates to SAP Enterprise Service Management include sentiment analysis and configurable summaries to support teams; custom services to increase agility by integrating third-party tools or custom logic without disrupting the core; and template visibility controls that protect customer data by managing access to sensitive documents and communications.
As Balasubramanian noted in the post, customer experience is built in the little things, such as a quick answer, a smart recommendation or a proactive engagement.
The new features in SAP’s customer experience suite are designed to connect businesses from end to end so that they can provide seamless interactions.
SAP’s Intelligent CX Strategy
The tech giant is working to create an AI-driven, “composable” customer experience suite, Balasubramanian told CX Today in an interview earlier this year.
SAP Business Data Cloud, which is designed to unify ERP, big data, and analytics to give give businesses a clearer picture of every touchpoint in the customer journey, is paired with the no-code SAP CX AI Toolkit, which lets teams apply AI and intelligent agents across sales and service.
SAP is moving toward offering these tools as part of its complete, industry-tailored customer experience suite. It launched pre-configured agents for sales and service as part of the SAP CX AI Toolkit earlier this year.
“This strategy reflects the future of SAP CX, as we move away from siloed tools and toward a unified, intelligent platform that understands, anticipates, and acts,” Balasubramanian said.
To create that single grand platform, SAP has a roadmap that delivers over 500 CX innovations per calendar year.
Among them, back in July, the company launched a cloud version of SAP Customer Checkpoint aimed at businesses in retail, merchandising, catering, and sports and entertainment.
The company is also looking to fill “several thousand” roles to support the implementation of AI agents at its customers, although some of those jobs may be filled by existing employees who are reskilled rather than new hires.
