Thousands of marketers and CX leaders across the globe are gearing up to attend Sapphire in Orlando and Madrid this May. Attendees will be joined by SAP leaders, industry experts, and peers at our flagship event series for the reveal of a reimagined Joule experience and our bold new vision for how businesses will run from now on.
As part of this event, SAP Engagement Cloud will share some exciting innovations and give attendees the opportunity to understand the impact agentic AI has on customer engagement across every channel.
Marketers Look to Close the Engagement Divide
Marketing and CX leaders attending Sapphire will hear speakers reference the Engagement Divide. This is the place organizations get stuck as they struggle to drive meaningful engagement. It’s the growing gap between what customers expect from brands and what brands are actually able to deliver.
Research from the 2026 Global Engagement Index Report shows the Engagement Divide is widening at an unprecedented pace, and AI is compounding it faster than most organizations realize. Consumers are already using AI to compare, evaluate, and switch brands in seconds, leaving customer loyalty and retention to suffer in a hyper-competitive battlefield.
We found that only 22% of brands even recognize they have a problem creating seamless experiences. Yet 82% of consumers are dissatisfied with brands and admit they disappoint them. So, what is the leading cause of this growing divide? Our research shows that 78% of brands say they cannot manage campaigns with real-time AI optimization to personalize at scale.
The longer organizations take to solve this, the harder it becomes to close the gap. And here’s the critical issue: this isn’t just a marketing problem. It’s a fundamental, business-wide problem, which means the barriers go deeper than most organizations realize.
This year at Sapphire, SAP Engagement Cloud will showcase how B2B and B2C organizations can close the Engagement Divide by creating a foundation that’s built for teams to keep up with the growing pace of AI and consumer demand.
Show Floor: Must-See Product Demos
From the Sapphire show floor, attendees will get a chance to see these engagement transformations come to life. Get a glimpse into the demos:
A unified customer engine: Data, engagement, and loyalty
Unify customer and operational data. Then, let AI agents activate it. The SAP Customer Experience portfolio and SAP data and analytics solutions use agentic AI to arrange personalized engagement across channels, adapt loyalty programs in real time, and turn interactions into advocacy—delivering smarter data, deeper engagement, and scalable growth.
- Orlando Demo Pod Location: CXP2457 – Marketing and Engagement
- Madrid Demo Pod Location: CXP1461– Marketing and Engagement
Must-Attend Sessions
To get the most of your experience at Sapphire, this can’t-miss lineup of sessions will help you to learn how SAP Engagement Cloud powers unique engagement for customer experience.
Sapphire Orlando
From campaigns to AI-driven marketing with SAP and Google Cloud
SAP2674
Tuesday, May 12th @1:30pm
Speaker:
Kelsey Jones, Head of Product Marketing, SAP
Personalization: Data-driven, AI-enhanced engagement that builds loyalty
CXP1499
Tuesday, May 12th @2:30pm
Speakers:
Kelsey Jones, Head of Product Marketing, SAP
Jonathan Martz, CRM Manager, Gibson
[Keynote] Dive in or drift: Surfing the agentic customer experience revolution
KEY2518
Wednesday, May 13th @ 1:00pm
Speakers:
Balaji Balasubramanian, President and Chief Product Officer, SAP Customer Experience
Jessica Keehn, CMO Customer Experience, SAP
Sapphire Madrid
How adidas drives AdiClub member loyalty at scale with SAP Engagement Cloud
CXP1219
Wednesday, May 20th @ 2:00pm
Speakers:
Sasan Naservafai, Solution Advisor SAP
Lorenzo Maggi, Solution Advisor SAP
[Keynote] Dive in or drift: Surfing the agentic customer experience revolution
KEY1428
Thursday, May 21st @ 11:30am
Speakers:
Balaji Balasubramanian, President and Chief Product Officer, SAP Customer Experience
Jessica Keehn, CMO Customer Experience, SAP
Frequently Asked Questions
Q. I’m not a marketer, are these sessions still relevant for me?
A. Yes! The suggested sessions are perfect for someone in IT or commerce related roles as well.
Q. In what sessions will I get to see a demo?
A. Attendees will see an SAP Engagement Cloud demo at the following demo pods on the Sapphire show floor:
A unified customer engine: Data, engagement, and loyalty
Unify customer and operational data. Then, let AI agents activate it. The SAP Customer Experience portfolio and SAP data and analytics solutions use agentic AI to arrange personalized engagement across channels, adapt loyalty programs in real time, and turn interactions into advocacy—delivering smarter data, deeper engagement, and scalable growth.
- Orlando Demo Pod Location: CXP2457 – Marketing and Engagement
- Madrid Demo Pod Location: CXP1461– Marketing and Engagement
Q. What product innovations will you be showcasing at Sapphire?
A. There will be a reveal of a reimagined Joule experience and our bold new vision for how businesses will run from now on.
Q. I can’t attend the in-person events. Is any content available virtually?
A. Yes! Join us May 12–13 at SAP Sapphire Virtual for keynotes, strategy talks, ask the experts, solution deep dives, and road map reviews.
About the author
Sara has more than 15 years of experience in senior global marketing roles at high-growth martech organizations including Clicktale, IBM Tealeaf, Acquia, & Unica. Her passion is for building marketing teams that act as a trusted partner to the sales organization. Sara excels in strategy and communications which deliver measurable pipeline and revenue. Sara holds a BA from the University of California in Los Angeles.
