SAP previewed the AI-driven upgrades to the SAP Customer Experience (SAP CX) platform ahead of next week's SAP Connect event.
The Q3 2025 release is designed to enable businesses to optimize operations, generate actionable insights, and deliver consistent quality across all points in their customer journey.
This release embeds AI throughout the customer experience.
For example, retailers use AI-powered agents to help shoppers find exactly what they're looking for and view their inventory in real time.
Marketers can use AI in their SAP applications to personalize campaigns, write segment descriptions, and automate translations at scale.
For sales teams, AI handles “boring things” like cleaning up data, removing duplicates, and highlighting the best leads at the right time.
From making smarter decisions to improving customer engagement, the portfolio's AI-powered intelligence and agents help teams move faster, delivering fun, reliable and personalized customer experiences.
“AI is not just about efficiency, it's about improving all interactions in moments when you can deepen your trust and gain loyalty.” Balaji Balasubramanian, President and Chief Product Officer of SAPin a blog post.
“AI is currently woven into the fabric of the SAP CX Roadmap, guiding how data, processes and experiences come together.
This deep integration sets the stage for a new era of customer engagement. Intelligence predicts needs, adapts in real time, and continuously strengthens loyalty at every touchpoint.
Below is how each of the products in SAP's cloud-based portfolio makes AI work.
SAP Service Cloud
This product provides business information extraction. This automatically extracts critical product information from case descriptions, saving time and streamlines case processing.
SAP Sales Cloud
Sales Cloud uses AI to identify duplicate contacts and customers, providing a reliability score for human users to make final calls, keeping your data clean and accurate.
sap emarsys
AI-assisted product finder enables marketers to quickly search product catalogs using natural language and keywords. The catalog is automatically synced with the latest data from your latest target campaigns.
The Segment Description Generator creates a clear, human-readable summary of the audience segments to improve targeting and ease of use. Additionally, the pilot version of campaign translators allows you to translate email campaign content directly into editors for fast, seamless multilingual campaign deployments.
SAP Commerce Cloud
The improved tool features an AI-powered shopping agent that provides customer personalized product recommendations based on real-time inventory.
Agents can hide out-of-stock items and answer B2B-specific stock questions to reduce friction and improve conversions.
SAP Revenue Growth Management
This product includes AI promotion creation features that recommend promotion details such as name, timing, product mix, discount type, and cost, to start effective promotions faster.
How to change the balance of efficiency
As customer expectations grow and channels diversify, businesses need tools to scale efficiently without sacrificing personalization or responsiveness.
Portfolio updates also include many features aimed at helping businesses achieve this while providing more flexibility for their customers.
With Microsoft Ads integration with SAP Emarsys, marketers expand their personalized ad reach across Bing, Yahoo, AOL and other elements of the Microsoft Search Network, driving customer engagement to more touchpoints.
Participants in the SAP Early Adopter program can also connect directly online, one of Asia's most popular messaging platforms.
SAP Commerce Cloud sends real-time product availability to external systems for central order service capabilities for SAP order management support, and integrates online and in-store purchases with flexible CX options such as online purchase, return (Boris), convenience, and increased reliability.
SAP Sales & Service Cloud now includes a business process management masterclass. This helps teams identify and optimize key customer-facing processes and establish a sustainable approach to process governance.
Updates to SAP Enterprise Service Management include sentiment analysis and configurable summaries to support your team. Custom services that increase agility by integrating third-party tools or custom logic without disrupting the core. Visibility control of templates that protect customer data by managing access to sensitive documents and communications.
As Balasubramanian pointed out in his post, customer experiences are built with trivia, including quick answers, wise recommendations, and positive engagement.
New features in SAP's Customer Experience Suite are designed to connect businesses to edge-to-end to deliver seamless interaction.
SAP's Intelligent CX Strategy
The tech giant is working on creating an AI-driven, “configurable” customer experience suite, Balasubramanian told CX in an interview earlier this year.
SAP Business Data Cloud is designed to integrate ERP, big data, and analytics to provide a clearer image of every touchpoint in your customer journey, combined with the NO-CODE SAP CX AI Toolkit, allowing teams to apply AI and intelligent agents to sales and services.
SAP is heading towards delivering these tools as part of a complete, industry-restored customer experience suite. Earlier this year, we launched a pre-configured agent for sale and service as part of our SAP CX AI toolkit.
“This strategy reflects the future of SAP CX as we move from siloed tools to a unified, intelligent platform that allows us to understand, predict and act,” says Balasubramanian.
To create that single ground platform, SAP has a roadmap that offers over 500 cx innovations per calendar year.
Among them, in July, the company launched a cloud version of SAP Customer Checkpoint for retail, merchandising, catering, sports and entertainment companies.
The company is also trying to fill “thousands” of roles to support AI agents implementation to its customers, but some of these jobs could be met by unskilled existing employees rather than new hires.
