Thursday 19th February 2026: SAP is expanding how organizations connect with their customers with SAP Engagement Cloud, the next step in the evolution of the SAP Emarsys solution. While the name is new, the mission remains the same: give marketers, CRM teams, and digital leaders the ability to create meaningful, AI-driven realtime engagement at enterprise scale. 

SAP Engagement Cloud consolidates the proven capabilities of the SAP Emarsys solution with new governance, orchestration, and crossteam collaboration features — designed specifically for organizations operating across multiple markets, brands, or customer segments. 

“Succeeding in today’s environment requires consistency, compliance, and brand stewardship globally, while still empowering local teams to respond to customer needs in the moment,” said Joanna Milliken, Head of SAP Engagement Cloud. “This is exactly what SAP Engagement Cloud is built to help organizations achieve.” 

What’s New 

SAP Engagement Cloud introduces new enterprisegrade capabilities that complement the existing SAP Emarsys feature set, including: 

  • Centralized administration and permission management for distributed teams 
  • Enhanced governance for content, data usage, and brand accuracy 
  • Realtime engagement that connects operational signals (inventory, service disruptions, logistics) with outbound communication 
  • An optional enterprise edition for advanced control frameworks and multibrand coordination 

A More Connected Engagement Process 

Many global organizations struggle to balance central oversight with regional autonomy. SAP Engagement Cloud is designed to solve that tension. 

For example, companies managing dozens of brands and regional marketing teams can now unify customer engagement data and governance centrally, while still allowing local teams to adapt content, timing, and tactics based on real-time context — all within a single platform. 

Continuity for Existing Customers 

All current functionality of the SAP Emarsys solution remains available within SAP Engagement Cloud. Customers can adopt new capabilities gradually, based on their maturity and transformation roadmap. 

Learn More 

Explore the full vision, roadmap, and capability set on the SAP Engagement Cloud landing page.