*64% of Shoppers Now Say Brand Names No Longer Matter — Putting Relevant, Real‑Time Personalization at the Heart of Customer Growth

Indianapolis, USA, February 5, 2026 — SAP today announced it has been named a Leader in the 2026 Gartner® Magic Quadrant™ for Personalization Engines* for its SAP Engagement Cloud. The Gartner recognition places SAP in the Leaders quadrant for the seventh time running and acknowledges its ability to execute and completeness of vision.  

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Enterprises and leading brands including Ferrara, John Frieda, PUMA, Mizuno and Gibson use SAP to tailor and deliver personalized content, creating connected customer journeys that build engagement and unlock loyalty-led growth. SAP research shows that across B2C and B2B, customers are more loyal to brands and suppliers that create consistent experiences across all channels and touchpoints.    

“We believe this recognition reflects our continued focus on helping brands move from channel‑centric campaigns to signal‑driven, cross‑journey engagement,” said Sara Richter, CMO, SAP Emarsys. “By activating enterprise data and embedding AI into orchestration, SAP empowers teams beyond marketing — including service and sales, to deliver relevant, real‑time interactions that strengthen relationships and drive long‑term growth.”

These capabilities are already delivering strong customer results, such as:

  • Ferrera delivered a 50% increase in overall efficiency after unifying data and insights.
  • Arezzo launched fully personalized omnichannel holiday campaigns in just 40 days, showcasing how quickly brands can accelerate go‑to‑market execution with SAP‑powered personalization.
  • Puma achieved 5× increase in revenue from email within six months
  • Mizuno increased active customers by 52% year‑over‑year by delivering more targeted and relevant messages that strengthened customer relationships at scale.
  • John Frieda reached 4× more contacts during the ULTRAfiller+ product launch.

To learn more about SAP’s Leader position, download the 2026 Gartner® Magic Quadrant™ for Personalization Engines.

Emarsys was acquired by SAP on November 5, 2020.

Gartner, Magic Quadrant for Personalization Engines, 3 February 2026, By Penny Gillespie, Jason Daigler, Michael Ro, Ross Cosner.

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