SAP at OMR
Bring your AI game
to the next level.
Hamburg, Germany
Join SAP at OMR as we bring a new era of customer experience to life with AI.
Marketers call the shots. Agents cover the court.
Discover how SAP Engagement Cloud helps brands build deeper, more meaningful connections by harmonizing customer insights with the real-time operational signals that run the business. You’ll leave with the latest AI tools and strategies to activate those insights and take your engagement to the next level.
Unified CX in Action
Discover SAP Engagement Cloud and see how unified CX helps you work smarter, faster, and deliver consistent experiences that drive loyalty at scale.
AI-Orchestrated Journeys
Explore how Joule’s AI agents and role-based assistants orchestrate customer journeys in real time across every touchpoint.
Meaningful Connections
Connect with our experts for practical insights on turning strategy into execution, and transactions into lasting relationships.
OMR Festival 2026
Earlier this May, Hamburg became the epicenter of digital business and marketing innovation. With over 67,000 attendees each year, OMR brought together industry leaders, disruptors, and decision-makers to explore the latest trends, technologies, and strategies shaping the future.
Personalization Without Limits:
The AI Marketing Shift
AI is ending the tradeoff between precision and scale in marketing. SAP and flaconi explored how context-aware, omnichannel AI enables truly personalized experiences — featuring Jessica Keehn, CMO of SAP CX, and Julia Piep, Head of CRM at flaconi.
Featured Sessions from OMR Festival 2026
Scale Personalized Customer Engagement and Loyalty with AI
Panel Talk | May 5 | 12:00 - 1:00pm
Flaconi’s Growth Playbook: Transforming CRM Vision into Scalable Success
May 5 | 3:00 - 4:00pm
Beyond Campaigns: SAP and Google's Blueprint for the Future of Agentic Marketing
Panel talk | May 5 | 12:15-1:15pm
Omnichannel at Jack Wolfskin: Driving E-Commerce Engagement with Print, Mobile & AI
May 6 | 1:45 - 2:45pm
Power Unique Engagement
Discover how SAP Engagement Cloud connects real-time customer insights with operational signals to deliver hyper-personalized engagement at every touchpoint.
With SAP Engagement Cloud, every message and channel work together seamlessly, turning operational moments like orders, service events, and loyalty milestones into timely interactions that deepen engagement and strengthen customer trust.
Bring Your AI Game to the Next Level!
Explore AI use cases, hands-on activations, and interactive exhibits showcased during OMR Festival 2026 — all brought to life with the energy of padel.
Play like a Pro at the SAP Padel Court!
This year at OMR, the SAP Padel Court in Hall A1 became a hub for action and connection. Visitors stepped onto the court, enjoyed the festival atmosphere, and recharged between sessions with music from a live DJ and photo moments along the way.
Whether competing, meeting new people, or simply soaking up the energy, the SAP Padel Court brought sport and community together throughout the festival.
Highlights from the OMR Pre-Event by KPMG & SAP
On May 4th, KPMG and SAP hosted an exclusive evening dedicated to the future of Agentic AI and Commerce, exploring how intelligent systems are autonomously redefining the customer journey.
Set against the backdrop of Europe’s premier digital festival, the event brought together industry experts for networking, fresh perspectives, and valuable conversations ahead of OMR Festival 2026.
Don't drop the ball - stay informed.
Featured content
What is SAP Engagement Cloud?
SAP Engagement Cloud helps organizations power unique engagement by connecting real-time customer insights with the operational signals that run the business. As part of SAP’s Customer Experience (CX) portfolio, Engagement Cloud enables personalized, AI-driven interactions across every channel – turning moments like orders, service events, and loyalty milestones into timely, relevant experiences that build trust, strengthen relationships, and drive growth.