SAP and Google Cloud announced a partnership that will deploy multi‑agent AI across their platforms, integrating SAP Engagement Cloud, SAP Customer Experience (CX), and Joule with Google’s Gemini Enterprise. The collaboration enables customers to launch and optimize marketing campaigns through autonomous AI agents that can act across both SAP and Google Cloud environments.
The integration uses SAP Business Data Cloud Connect for Google and BigQuery to provide bidirectional, zero‑copy data access between the two ecosystems. This allows agents to securely exchange context, trigger actions, and optimize outcomes in real time, moving beyond simple automation to true multi‑agent orchestration.
The partnership is part of SAP’s AI‑first, suite‑first strategy and is expected to be available to customers in the second half of 2026, with plans to expand beyond marketing to other customer‑experience functions. It gives customers a path from experimentation to AI‑enabled customer experience at scale, allowing marketers to spend less time on manual tasks and more time shaping the customer journey.
"This is more than a data integration; it's a leap forward for AI agents that can collaborate naturally and execute seamlessly. 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," said Balaji Balasubramanian, President and Chief Product Officer, SAP Customer Experience and Consumer Industries.
"To realize the full potential of agentic AI, businesses need their systems to speak the same language. 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," added Kevin Ichhpurani, President, Global Partner Ecosystem at Google Cloud.
The collaboration positions SAP to deepen its AI capabilities and offer customers a unified foundation for autonomous, data‑driven decision‑making, while strengthening Google Cloud’s presence in the enterprise AI market by integrating with a major enterprise software provider.
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