Google Cloud and SAP have announced a partnership to help marketers move from isolated AI tools to fully integrated, agent-based execution across CX systems.
Introducing the partnership at Google Cloud Next in Las Vegas, the two vendors are connecting SAP CX and SAP Engagement Cloud with Google’s Gemini Enterprise Agent Platform, allowing marketers to access unified customer data and take real-time actions across tasks.
This partnership marks a shift from using AI for assistance to integrating it as an execution layer that drives end-to-end marketing activity in real time.
Balaji Balasubramanian, President and Chief Product Officer for SAP Customer Experience and Consumer Industries, aims to enable marketers to move from manual execution to orchestrating intelligent, real-time, multi-agent customer experiences at scale.
“This is more than a data integration; it’s a leap forward for AI agents that can collaborate naturally and execute seamlessly,” he said.
“By combining SAP Business Data Cloud Connect for Google with interoperable AI agents across SAP and Google Cloud, we’re giving organizations a path from AI experimentation to AI-enabled customer experience at scale.
“Marketers can spend less time on manual tasks and more time shaping the customer journey.”
The Gap Between Insight and Action
In recent years, operationalizing AI tools inside real customer systems has been a main challenge for organizations.
Whilst they can generate content, segment audiences, or analyze journeys with AI in isolated tools, many still struggle to connect those outputs directly to live customer engagement workflows, resulting in a gap between insight and action.
CX teams are often forced to work with fragmented data spread across CRM, commerce, and analytics platforms, making it difficult to deliver consistent personalization at scale.
With AI models frequently disconnected from execution systems, marketing decisions are still dependent on manual coordination across teams and channels.
In fact, SAP Engagement Cloud research reveals that fewer than 40% of businesses have connected customer engagement data to CX or CRM platforms, meaning this disconnect limits an AI’s ability to fully function within the marketing system.
As a result, marketing teams end up using AI for planning support or content ideation rather than for end-to-end campaign execution, with data latency, governance concerns, and integration complexity slowing down deployment.
This means that many organizations remain in a pilot phase rather than moving to production-scale AI-driven marketing operations.
Connecting Data, Orchestration, and Action
Google Cloud and SAP’s partnership aim to address this gap by providing a unified foundation for data and AI agents, connecting data, orchestration, and action.
