SAP is a Leader in the IDC MarketScape for Agentic Marketing 2026
See why in the IDC MarketScape: Worldwide Agentic Marketing for B2C Enterprises 2026 Vendor Assessment
Marketers are under increasing pressure to deliver personalized experiences that reflect both customer intent and operational reality. Meeting that expectation requires more than automation. Agentic AI is only as effective as the context and trust behind it. When AI has access to accurate, governed business data, it can move beyond individual tasks to orchestrate workflows that connect decisions, actions, and outcomes across the customer journey.
In this independent vendor assessment, IDC MarketScape evaluates vendors on their AI capabilities, automation strategies, and ability to deliver measurable business outcomes.
What’s Inside
The agentic marketing landscape: How AI is reshaping B2C marketing from campaign automation to autonomous, context-aware customer engagement across channels.
SAP's positioning and strengths: A detailed look at SAP's agentic AI capabilities, including Joule Agents, Joule Studio, and cross-channel orchestration powered by SAP Business Data Cloud.
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