SAP Engagement Cloud Q2 2026 Release

This year is shaping up to be one of transformation. In our Q1 release, we unveiled SAP Engagement Cloud as the evolution of our omnichannel marketing solution into an orchestrated, real-time engagement solution for organizations that need to connect data, processes, and decisions across the business.

That evolution is even more critical given the shift in how work gets done, with AI and agents increasingly executing tasks at the direction of marketers. Now, as part of the SAP Engagement Cloud continues to grow with our Q2 release, strengthening data foundations, unlocking new engagement channels, and delivering more powerful AI capabilities to accelerate execution and improve customer experiences.

These advancements come to life throughout our Q2 release, including through our strategic partnership with Google. From a shared data foundation to rich messaging experiences to AI-assisted content creation, the fruits of this collaborative partnership are showing up for marketers in tangible ways across this release. Read on for the latest innovations.

AI is becoming a core part of how marketers plan, create, and optimize campaigns, and this release takes that AI-first focus even further, embedding AI at the point of execution and establishing the foundation for fully agentic workflows.

Joule with SAP Engagement Cloud (Early Adopter Care)

Joule is coming to SAP Engagement Cloud Enterprise Edition as an Early Adopter Care solution, bringing natural language interaction to campaign management. To start, you can duplicate campaigns instantly or find exactly what you need by using simple prompts. For example, you can ask Joule to “List campaigns running during Black Friday promotion 2025,” then “Create a copy” of a campaign you wish to repurpose for 2026, without searching or starting from scratch. This means you can spend less time on manual tasks and more time on strategic and creative work that moves the business forward.

AI-assisted Content Composer (Pilot)

Easily create images and text in seconds, directly within a block-based email using this generative AI feature. Powered by Google’s Gemini models, it can help you:

• Fix image inconsistencies in the moment, such as product alignment, rather than waiting for source updates in the product catalog
• Enhance existing brand and product visuals, such as adding or removing backgrounds
• Generate new images or copy that fit the campaign goals and will resonate with the audience’s motivations
• Create scenes that feature multiple products in a setting or on a model

Importantly, generated content is grounded in the context of the audience segment, products, and related campaigns, to ensure that text and images are always relevant, consistent, and compliant with brand standards. And everything is editable and previewable right inside the email editor, so there’s no need to jump between image editing tools, like Photoshop, or start from scratch.

AI-assisted Report Builder: Mobile App Channel Support (Generally Available)

The AI-assisted Report Builder now includes Mobile In-App and Mobile Push channel data sets. This lets you get instant insights and trends on your campaign performance across these channels without switching tools or rebuilding reports. Simply ask your question, get your answer, and Report Builder handles the rest. For example, ask for “key metrics from Mobile In-App campaigns sent in the last month,” and AI handles the analysis, surfacing results instantly.

Recommendation Center (Pilot)

Deliver smarter product recommendations with a scalable, AI-driven experience powered by a new, flexible personalization engine. In pilot now for Email, create, test, and adapt personalization strategies in one place, using real-time data (e.g., product availability) and customer signals (e.g., category interest) to ensure every recommendation is relevant and timely. Adjust underlying models (logic) to continuously optimize performance and avoid redundant suggestions. Then fine-tune results with advanced filtering and customizable business rules to deliver more relevant, impactful experiences across every channel, with less effort.

Event Attribution in Open Data (Generally Available)

Event Attribution data is now available in Open Data, making it straightforward to connect attribution insights to your existing analytics stack for deeper and more flexible reporting. Gain a better understanding of what is driving performance, which makes it easier to measure impact and optimize your campaigns.

As marketers, you know it’s important to engage customers on their terms. This release expands how—and where—you connect with your audience, making engagement more seamless and effective.

User-initiated Message Handling (Early Adopter Care)

User-initiated Message Handling is coming to all supported Conversational Channels as an Early Adopter Care feature. This empowers you to respond to user-initiated keyword triggers, such as “order” for shipping updates or “help” to hand off to a human agent. This solution also allows WhatsApp users to unsubscribe from messages initiated by the brand, which are outside the active conversation window (24 hours). The end result is a win for everyone: faster answers to customers’ questions, more control for your contacts, and cleaner engagement data for you.

LINE in Audience-based Automation (Generally Available)

LINE now supports Audience-based Automation programs. Use a segment or contact list to reach your LINE audience at scale—the same way you already do for other channels. For instance, you can easily notify subscribed customers about their upcoming replenishment order.

SAP Engagement Cloud SDK (Early Adopter Care)

We’re moving the SAP Engagement Cloud SDK to Early Adopter Care. This is an industry-first toolkit that unifies integration for Android, iOS, and Web into a single, natively multiplatform solution to help you:

• Streamline implementation
• Improve performance
• Bring uniform, cookieless first-party data collection across all mobile and web touchpoints.

This solution will initially support Mobile Push, Web Push, and In-App Messaging channels, but also serves as the foundation for future mobile and web-based channels, such as Embedded Messaging.

Apps & Channel Configuration (Pilot)

A new unified Apps & Channel Configuration page—exclusive to the SAP Engagement Cloud SDK—is in pilot. Consolidating three currently separate interfaces into one, the new interface has two tabs: the Applications tab, to register mobile and web applications, each generating an app code used for SDK integration; and the Channel Configurations tab, where clients create reusable configurations—such as push notification credentials —that can be assigned to one or more applications. When a channel configuration is updated, those changes are automatically reflected across all assigned applications, eliminating the need to manage settings in multiple places.

Embedded Messaging (Pilot)

This persistent, pull-based messaging channel delivers inbox experiences inside mobile apps and websites—with no push opt-in required. For example, if your customer receives a loyalty reward but isn’t ready to act immediately, the message persists in their in-app or on-site inbox until they are—no more digging through email or spam filters required. Unlike push notifications, Embedded Messaging messages stay in the inbox until the contact is ready to engage, making it a reliable, brand-owned channel that fits naturally into an omnichannel strategy.

Setup and operation are also straightforward: once the SAP Engagement Cloud SDK is integrated and the app is configured on the Apps & Channel Configuration page, marketers can operate the channel entirely independently, reducing technical overhead. Compose messages using Content Blocks and apply Personalization tokens, product recommendations, and automation, all supported out of the box.

Embedded Messaging in Campaign Analytics (Pilot)

As part of the Embedded Messaging pilot, data will also be available in Campaign Analytics. This gives you full visibility of your omnichannel performance, including inbox campaigns, in one place—no separate setup or switching between applications required.  Interested clients only need to apply to be in the Embedded Messaging pilot.

View active pilots and early adopter programs here and contact your Customer Success Manager if you’re interested in joining any of the new pilots featured in this release.

Custom Chat Integration: Rich Communication Services (Early Adopter Care)

A new custom Chat Messenger Integration is also coming to Early Adopter Care. As a modern industry standard for messaging supported by Google, RCS enables more dynamic and secure conversations than SMS or MMS. Begin setup using existing vendor integrations with Infobip, Sinch, or Vonage. Then, complete the configuration and create campaigns in SAP Engagement Cloud as you do in WhatsApp or LINE. Use rich cards to combine media and text into carousels, provide suggested replies or actions, or even load web pages directly within the channel for seamless engagement. For example, a retailer can send a branded RCS order update with rich cards that let customers track delivery, get support, or browse recommended products all directly within the message.

Better data leads to better engagement. This release strengthens how you connect, manage, and activate customer data across your ecosystem.

SAP CDP Audience Builder in Engagement Cloud (Generally Available)

With the SAP Customer Data Platform Audience Builder embedded in SAP Engagement Cloud, users can now access full CDP segmentation capabilities and data directly—without switching systems. For instance, in just a few clicks, you can create a CDP audience of contacts from the utility industry who are interested in a specific product and have a high engagement score. The contacts will appear as a CDP segment type once created, ready for use in campaigns, personalization, and automation.

Universal Schema Builder (Pilot)

Universal Schema Builder allows you to use data from external databases and combine segmentation and personalization queries into a single schema. With this release, personalization fields can now be used independently without relying on the same USB segment data, giving you more flexibility in how you build and deliver personalized experiences. In addition, USB supports concurrent campaigns—meaning marketers can use the same Universal Schema across multiple campaigns simultaneously. This improves upon existing Relational Data functionalities, providing marketers with greater flexibility and reducing complexity when activating external data within SAP Engagement Cloud.

Flexible External Contact ID Management (Generally Available)

Flexible External Contact ID Management provides more robust options for managing and aligning external IDs across systems, including flexible mapping between your external system contact identifiers and SAP Engagement Cloud contact records. By enabling you to keep your native identifiers as a custom field in SAP Engagement Cloud, you preserve data quality and reduce the possibility of creating duplicate contacts across a complex system landscape.

View Contacts in Segment Editor (Generally Available)

Enhancements to View Contacts make it easier to inspect and understand individual contact records, with clearer visibility into key identity and engagement attributes. This improves usability for day-to-day contact management and better supports data hygiene and governance activities.

Business Areas Enhancements

This release also includes improvements to the Business Areas capability, which was introduced as part of Enterprise Edition to allow organizations with complex operational structures (e.g., multiple brands, regions, countries) to separate data, contacts, and assets and maintain necessary levels of governance and control.

Support for Bounce Mail Management (Generally Available)

Bounce Mail Management enhances how bounced emails are handled and tracked, enabling you with:

• Better classification and management of bounces
• Improved list hygiene
• Protection of sender reputation and deliverability

With expanded support, you can now view and manage this information on a more granular level for each Business Area you have set up.

ID Mapping Support for Standard Sales Data (Early Adopter)

Map and resolve external Business Area identifiers to your internal Business Areas, ensuring incoming sales data automatically lands in the right place. This can be a 1:1 relationship or a Many:1 mapping. For instance, you can do this if you have regional business units (e.g., states) that you want to roll into a single Business Area (e.g., country) for campaign execution and reporting.

Mapping Support in SAP CDP Connector (Generally Available)

Enhanced mapping options in the SAP CDP Connector strengthen data synchronization between SAP CDP and SAP Engagement Cloud, ensuring contact profiles are synced to the correct Business Area.

Default Business Area Enhancement (Generally Available)

Rename and update the default Business Area to reflect your organization’s operational structure, with clear UI indicators to help admins understand its role and restrictions.

This release is another step toward the vision of the autonomous enterprise—a world where intelligent systems continuously learn, adapt, and act in real time to create better outcomes for practitioners, their customers, and the business.

From AI embedded directly into campaign workflows, to a new brand-owned messaging channel that meets customers wherever they are, to deeper data connectivity across your SAP and external ecosystems, every update in this release is designed to help you do more with less friction.

SAP Engagement Cloud exists to enable what is possible so that businesses can engage smarter, move faster, and ultimately deliver more meaningful customer experiences that grow revenue and loyalty.

To explore all the innovations in this release and see them in action, visit the SAP Engagement Cloud product release page.