London — April 22, 2026 — SAP has announced a partnership with Google Cloud that puts AI agents to work at scale and transforms how marketing campaigns are designed, executed and optimized.
Through new integrations between SAP Engagement Cloud, SAP Customer Experience (CX), Joule agents and Google Cloud’s Gemini Enterprise, customers can deploy intelligent agents that securely access unified data across both ecosystems. These agents translatehigh-level business goals into coordinated actions, enabling marketers to execute complex strategies with greater speed and precision.
At the core of the collaboration, SAP Engagement Cloud provides a connected environment where data, AI and customer journeys converge. With Gemini Enterprise serving as a central hub for data integrations, AI agents can operate seamlessly across SAP and Google Cloud solutions.
This integration is powered by SAP Business Data Cloud Connect for Google and BigQuery, enabling bidirectional, zero-copy data access with enterprise-grade governance and security. Combined with SAP’s agent gateway capabilities, organizations can deploy interoperable agents that work together securely across platforms, unlocking true multi-agent orchestration.
For marketers, this means the ability to define objectives in natural language, such as “Increaserepeat purchases” or “Maximize customer lifetime value” and allow Joule agents to handle the rest. From audience segmentation and content personalization to campaign deployment and performance analysis, agents automate the entire process while adapting in real time.
“This is more than a data integration; it’s a leap forward for AI agents that can collaborate naturally and execute seamlessly,” said Balaji Balasubramanian, President and Chief Product Officer, SAP Customer Experience and Consumer Industries. “By combining SAP Business Data Cloud Connect for Google with interoperable AI agents across SAP and Google Cloud, we’re giving organizations a path from AI experimentation to AI-enabled customer experience at scale. Marketers can spend less time on manual tasks and more time shaping the customer journey.
According to SAP Engagement Cloud research, more than half of marketers say fragmented and outdated data limits their ability to act in real time. By addressing data silos and operational complexity, SAP Engagement Cloud enables businesses to respond to insights immediately, allowing campaigns to move seamlessly from planning to activation without manual coordination and improving both agility and time to market.
Customers adopting these capabilities can expect faster campaign execution, lower operational overhead, and continuously improving performance powered by always-on AI optimization. Teams are freed to focus on strategy and creativity, while agents handle execution at scale.
While the initial focus is on marketing use cases available in the second half of 2026, the multi-agent architecture is designed to extend across the SAP CX portfolio, supporting a broad range of customer experience scenarios.
