What's New in the Q2 Product Release
Release Innovations Overview
Power the next evolution of customer engagement with AI at the center of your marketing workflow — making it easier to act on data, create content, and measure impact without the manual effort. Enhancements to AI capabilities are paired with improvements in how customer data is collected, accessed and activated in campaigns along with expanded ways to reach and respond to customers across new channels. The result is smarter (and faster) execution, more connected experiences, and greater flexibility at every stage of the customer journey.
Hi, I'm Stefan Wenzel Chief Product Officer of SAP Engagement Cloud. I'm excited to share our latest product release designs to elevate your marketing strategies and streamline operations with new generative and assistive AI capabilities, plus enhancements to our Conversational Channels and seamless integrations. These updates are set to supercharge your efforts. So let's get into what's new. We'll start with how AI is helping you engage faster, then discover analytics related updates to measure impact more accurately. Joule is coming to SAP Engagement Cloud starting with Enterprise Edition, as an early adopter care capability. It brings natural language interaction to campaign management. Duplicate campaigns instantly or find exactly what you need by simply describing it, for example, “list campaigns running during Black Friday promotion 2025” . Spend less time on manual tasks, more time on what matters. The AI-assisted Content Composer, now in pilot, lets you create and adapt images and text directly within your block based email. Enhance existing brand visuals, add or remove backgrounds, create scenes, and generate tailored copy, grounded in the context of the audience segment, products and related campaigns for better results. For example, modify or generate content of an existing campaign in seconds. Everything is previewable and editable right inside the VCE email editor, so there's no need to jump between tools or start from scratch. The AI-assisted Report Builder now extends to Mobile In-app and Mobile Push, so you can get instant insights and trends about your campaign performance in these channels, without switching tools or rebuilding reports. Ask your question, get your answer, Report Builder handles the rest. For example, ask for key metrics from Mobile In-app campaigns sent in the last month and get results in seconds. 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. Let's turn to the channel and content-related improvements. LINE now supports Audience-based sending Automation programs. Use a segment 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. User-initiated Message Handling is coming to all Conversational Channels as an early adopter care feature. It lets you respond to user-initiated keyword triggers like “order” for shipping updates and “help” to hand-off to a human. It also gives WhatsApp users the ability to “unsubscribe” from messages outside an active conversation window initiated by the brand. More control for your contacts, cleaner engagement data for you. 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. It streamlines implementation, improves performance, and brings uniform, cookieless first-party data collection across all mobile and web touchpoints. This starts with Mobile Push, Web Push and In-app messaging channels, and serves as the foundation for future mobile and web-based channels. A new unified Apps and Channel Configuration page, exclusive to the SAP Engagement Cloud SDK, is in pilot. It consolidates what is currently three separate interface into one. With this, channel configurations become reusable and are automatically reflected across all assigned applications when updated, and mobile apps and web applications can be registered in a single place. We're happy to announce a new channel, Embedded Messaging, is in pilot. This persistent pull-based messaging channel delivers inbox experiences inside mobile apps and websites, with no push opt-in required. Once the SAP Engagement Cloud SDK is integrated and the app is configured on the Apps and Channel configuration page, you can compose messages flexibly with Content Blocks. Personalization, product recommendations, and automation are all supported out of the box. For example, you can notify your customers of a flight delay without having to worry about the push notification disappearing before they can get to it. As part of the Embedded Messaging pilot, data will be available in Campaign Analytics, giving you full visibility from day one, with no separate setup needed. 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 then SMS or MMS. Begin setup using our existing vendor integrations with Infobip, Sinch, and Vonage, then complete configuration and create campaigns in SAP Engagement Cloud. 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. And finally, some updates regarding data and integrations. With the SAP Customer Data Platform Audience Builder embedded into SAP Engagement Cloud, users can now access full CDP segmentation capabilities and data directly from SAP Engagement Cloud. For instance, in just a few clicks you can create a CDP audience of contacts whose organization is from the utility industry, are interested in Product A, and have a high engagement score. It will appear as a CDP segment type once it is created, ready to be used for campaigns, personalization and automation. The Universal Schema Builder, currently in pilot, allows you to use data from external databases and combine segmentation and personalization queries into a single schema. In addition, USB can run concurrent campaigns where users can use the same Universal Schema across multiple campaigns at the same time. With this release, the dependency on segment data to use personalization has also been removed. Thanks for being part of this journey with us. The pace of innovation isn't slowing down and neither are we. See you next quarter.
