SAP SE and Google Cloud have announced a new strategic partnership aimed at helping marketers deploy AI agents at scale. By integrating SAP Engagement Cloud, SAP Customer Experience (SAP CX), and Joule with Google’s Gemini Enterprise, joint customers can now utilize agents that securely access unified data across both ecosystems. This collaboration allows for the execution of complex marketing strategies based on high-level goals, moving beyond simple automation toward a sophisticated multi-agent orchestration model.
Unified Agentic Foundation: New integrations allow AI agents to operate and collaborate seamlessly across SAP and Google Cloud ecosystems.
Zero-Copy Data Access: SAP Business Data Cloud Connect for Google and BigQuery enable bidirectional data access without the need for data duplication.
Multi-Agent Orchestration: Gemini Enterprise acts as a central hub, coordinating multiple agents to trigger actions and optimize outcomes across platforms.
Goal-Oriented Marketing: Marketers can use natural language prompts to set objectives, such as maximizing customer lifetime value or increasing repeat purchases.
Autonomous Campaign Lifecycle: Agents like Joule handle the entire process from content personalization and visualization to conversational engagement.
Enterprise-Grade Governance: The integration ensures that data exchange and agent actions are supported by high-level security and compliance protocols.
A significant challenge for modern marketers is the fragmentation of data, which often prevents real-time action. This partnership addresses these roadblocks by creating a system where enterprise data and customer engagement platforms speak the same language as advanced AI models.
"This is more than a data integration; it's a leap forward for AI agents that can collaborate naturally and execute seamlessly," said Balaji Balasubramanian, President and Chief Product Officer, SAP Customer Experience and Consumer Industries. "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."
The collaboration enables a shift toward dynamic campaigns that can reason and adapt to market shifts as they happen. By removing the need for manual stitching across various marketing tools, businesses can achieve faster speed-to-market and lower operational overhead.
"To realize the full potential of agentic AI, businesses need their systems to speak the same language," said Kevin Ichhpurani, President, Global Partner Ecosystem at Google Cloud. "By uniting SAP's enterprise data and customer engagement platform with Google Cloud's AI, we're enabling marketers to move beyond simple automation to multi-agent orchestration, driving dynamic campaigns that reason and adapt to market shifts in real-time."
While the initial focus of this partnership is on marketing solutions—expected to be available in the second half of 2026—the multi-agent orchestration model is designed to support a wide range of use cases across the entire SAP CX portfolio. This lays the groundwork for a future where trusted, unified real-time data powers every aspect of the customer journey.
As the Agentic Era evolves, the ability for AI agents to collaborate naturally across different technology stacks will be a defining factor for ROI and competitive advantage in the enterprise landscape.
Google Cloud offers a powerful, optimized AI stack — including AI infrastructure, leading models like Gemini, data management capabilities, multicloud security solutions, developer tools and platform, as well as agents and applications — that enables organizations to transform their business for the Agentic Era. Customers in more than 200 countries and territories turn to Google Cloud as their trusted technology partner.
As a global leader in enterprise applications and business AI, SAP (NYSE:SAP) stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience.
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