Autonomous CX

Harmonise your CRM and CX with a single autonomous system—where AI acts on the full truth of your business to power every customer experience.

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Run CX as one autonomous system

Increase efficiency across your CX operations with AI assistants that coordinate specialised agents to autonomously execute complex CX workflows at scale.

Welcome to Autonomous CX. Welcome to the beginning of better.

Turn customer engagement into a growth engine

Connect marketing, commerce, sales and service functions to your existing SAP foundation—so you get faster execution, automation, and results you can trust.

Ground every customer interaction in the full business truth

Unify ERP, CX, and all of your data so AI sees the full picture—enabling real-time insight, personalisation, and accurate responses across channels.

Run the entire CX stack autonomously

Move beyond point solutions with AI that executes and optimises end-to-end CX—reducing manual work and helping teams focus on growth.

Break silos and connect CX workflows across the enterprise

Orchestrate workflows across teams with AI that connects data, processes, and decisions—delivering seamless, end-to-end customer experiences.

Customer experience assistants that work for you

Empower your teams with AI to work faster, think more strategically, and deliver better customer experiences with assistants that coordinate agents to orchestrate work.

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Ignite smarter campaigns that hit the mark every time. Campaigns that once took weeks to build now launch in a day. AI handles targeting, content, and optimisation across every channel, freeing your team to focus on strategy and driving more revenue per campaign.

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Drive adoption, cut costs, and accelerate growth at scale

>200,000

users of the new customer mobile app in one year₁

25-70

%

reduction in the cost of order creation₂

30

%

increase in sales in three years₃

Explore SAP solutions for customer experience

Is consistent brand promise delivery a myth?

Customer experience leaders crack the code with agentic AI. Join us and Oxford Economics as we unwrap their AI playbook.

Watch on demand

See how customers are succeeding with CX solutions from SAP

Supplying industrial and safety supplies with SAP Commerce Cloud

Learn how Blackwoods uses SAP Commerce Cloud to cater over 1.5 Million orders annually, increase sales, and boost overall customer experience.

Watch the video 

Getting future ready and improving customer experience with SAP Commerce Cloud

Hear from Workwear’s Head of CX and Digital, Diana Frick, about how they were better able to serve their customers and prepare for the future with with SAP Commerce Cloud and Preferred Success.

Watch the customer story 

Improving B2B sales operations and customer experience with SAP CX solutions

Explore how IXOM chose SAP Customer Experience (SAP CX) solutions, including the SAP Emarsys solution, to better serve multiple markets and manage business-to-business (B2B) relationships.

Read the customer story 
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Leading digitalisation with a customer-first mindset

Discover how Toyota Motor Philippines integrated SAP solutions to gain better customer insight, enhance engagement, and provide a more consistent customer experience.

Read the customer story 

See what analysts are saying about SAP

SAP named a Leader in the Gartner® Magic Quadrant™ for Digital Commerce

SAP is honored to be the only vendor to be named a Leader 11 times since 2014.*

Download the report 
SAP is a Leader in the 2026 Gartner® Magic Quadrant™ for Personalisation Engines

For a seventh consecutive time, we’re recognised in the Leaders Quadrant.*

Get the report

Resources

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Analysing the benefits of CX with ERP

Learn the economic benefits of SAP CX integrated with SAP ERP, including better customer experiences and higher productivity.

Read the study 
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Exploring the complexity and opportunity of AI-driven CX

Discover how leading organisations are transforming CX in an AI-driven business landscape based on new research from Oxford Economics.

Read the report 
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Implementing AI and winning customers for life

Get quick steps for implementing AI and learn how AI revolutionises customer experiences and loyalty with powerful new tools.

Read the e-book 
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Providing differentiated customer experiences

Explore the technology, data insights, and business processes driving exceptional customer experiences in this IDC survey.

Read the white paper 

Next steps

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See SAP solutions in action

Get a closer look at how SAP solutions work across your business processes.

Request a demo
Explore product tours 

Frequently asked questions

CRM stands for customer relationship management. CRM software is technology that analyses and manages customer interactions and data throughout the customer lifecycle, thereby building better customer experiences, better customer service, and better business relationships while increasing revenue.

The customer experience is how interactions with your brand or product make customers feel. A customer can be a business (B2B) or a person (B2C) and the spirit of honoring their journey is the same. It’s their experience, and if you plan for it, it will be a good experience.

Before being acquired by SAP, hybris was an e-commerce software company serving both B2B and B2C companies. In 2018, hybris officially became the SAP Commerce Cloud solution, part of the SAP Customer Experience portfolio.

 

Now, hybris’ omnichannel e-commerce capabilities are deeply integrated into the SAP cloud technology ecosystem, enabling the enhanced data and tools that sellers need to optimise margins and drive customer loyalty.

Learn more 

Before being acquired by SAP, Gigya was a software company providing customer identity and access management (CIAM) and consent data management solutions. In 2017, SAP announced the acquisition of Gigya.

 

Today, Gigya’s software capabilities are integrated into our customer data solutions. This portfolio helps businesses grow revenue by delivering trusted, personalised customer experiences at scale. Such outcomes make marketing campaigns more effective, improve the sales experience, and drive more personalised commerce and customer service interactions—all while building customer trust.

Learn more 

*SAP was recognised as Emarsys in 2020 and 2019. Gartner and Magic Quadrant are trademarks of Gartner, Inc. and/or its affiliates.

 

Gartner is a trademark of Gartner, Inc. and/or its affiliates. Gartner does not endorse any company, vendor, product or service depicted in its publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner publications consist of the opinions of Gartner’s business and technology insights organisation and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this publication, including any warranties of merchantability or fitness for a particular purpose.

1Toyota Motor Philippines: Preparing for the digital revolution with a connected customer experience, SAP, 2025.

2DataXstream: Accelerating the speed of business by pushing the limits of new technology to solve difficult business challenges, SAP, 2025.

3Molton Brown: Creating an online experience that’s a beautiful fit for a luxury brand, SAP, 2025.

 

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