SAP and Google Cloud launch AI agents to automate and optimize marketing campaigns at scale

SAP and Google Cloud have partnered to integrate AI agents within SAP CX Solutions and Gemini Enterprise, enabling marketers to automate and optimize campaigns using unified data from both platforms. This integration allows AI agents to execute complex marketing strategies, such as increasing repeat purchases or maximizing customer lifetime value, with minimal manual intervention. Supported by SAP Business Data Cloud Connect and Google BigQuery, the solution offers secure, real-time data access and multi-agent coordination for seamless campaign management. Available in the second half of 2026, this innovation aims to reduce operational costs, speed up campaign execution, and improve marketing ROI, while laying the groundwork for broader AI-driven customer experience enhancements across SAP's portfolio.