FORMERLY SAP EMARSYS

SAP Engagement Cloud

Deliver personalised, AI-driven engagement across every channel and touchpoint–driving loyalty, deeper relationships, and growth.
SAP Engagement Cloud Solution Video

What is SAP Engagement Cloud?

SAP Engagement Cloud is a solution that connects enterprise data and AI to securely orchestrate real-time, personalised interactions across the entire business.

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Power enterprise-wide performance with:

  • Trusted SAP data that fuels AI segments, triggers, and journeys.

  • AI Assistants that drive richer personalisation, efficiency, and business growth.  

  • Activated operational data (such as inventory or order status) to drive engagement.  

  • API-first architecture and built-in security, governance, and brand knowledge. 

SAP Emarsys is now SAP Engagement Cloud

Learn how SAP is making engagement a core enterprise-wide capability and connecting customer interactions more deeply to how businesses run. 

Read the announcement

Key benefits

Activate data for real-time engagement

Turn operational and customer data into confident, real-time interactions that directly influence demand, revenue, and retention.

Personalise every interaction with AI

Equip marketers with agentic AI that executes personalised messages and relevant actions—so they can improve conversion, efficiency, and experiences.

Connect experiences across the business

Orchestrate marketing, sales, service, and commerce interactions using shared context and embedded AI capabilities, so every experience is relevant and connected.

Scale operations with enterprise flexibility

Accelerate AI adoption across brands, regions, and business areas with a secure, cloud-native, and API-first foundation without compromising compliance or brand consistency.

Key features

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Comprehensive omnichannel engagement

  • Scale personalisation with a centralised decision engine and reusable tokens.

  • Orchestrate campaigns across web, email, SMS, mobile apps, ads, and more. 

  • Enable rapid content activation with low- and no-code tools governed by enterprise controls.

AI-powered engagements and insights

  • Joule’s agentic AI surfaces insights, completes tasks, and connects processes.

  • Advanced business context fuels smarter targeting, timing, and personalisation.  

  • AI-powered content generation and reporting accelerates content creation and performance analysis.

Seamless engagement across SAP Business Suite

  • Integrate natively with SAP S/4HANA, SAP Analytics Cloud, SAP Business Technology Platform, and SAP Customer Data Platform. 

  • Apply turnkey integrations and use cases across SAP Sales Cloud, SAP Service Cloud, and SAP Commerce Cloud solutions. 

  • Unify data models via SAP Business Data Cloud for consistency, governance, and scale.

Extensible, enterprise-grade engagement

  • Support complex global operations across brands, regions, and subsidiaries.

  • API-first architecture aligns to SAP’s open data model for streamlined integration.

  • Support both B2B and B2C data models and use cases.

See how customers are succeeding with SAP

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Simplifying a multibrand, multisegment, omnichannel ecosystem by putting data and customers at its core

Representing more than 50 global retail brands in Latin America, Grupo Axo SAPI de CV had multiple ERP and e-commerce systems to contend with. Using SAP Customer Experience solutions, the company sought to streamline the IT landscape and strengthen the omnichannel customer experience by becoming more data driven and customer centric.

Read the story 
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Explore the FC Bayern journey with SAP

FC Bayern, renowned worldwide for its success and excellence in football, extends its winning strategy beyond the field through a robust digital transformation powered by SAP Business Suite. Supported by millions of passionate fans around the globe, the club relies on SAP to bring out its best on and off the pitch. Together, FC Bayern and SAP innovate to boost the club’s success, drive business transformation, and inspire and engage fans worldwide.

Read the story 
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Transforming from a product-centric to consumer-centric organisation

Learn how domestic appliances company Versuni is delivering personalised experiences for its customers through a digit-first, insight-driven strategy using SAP Customer Experience solutions.

Read the story 
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SAP CX drives 30% revenue growth for the San Jose Sharks

The NHL's San Jose Sharks is part of a a multi-property sports and entertainment organisation. See how they have built personalised relationships with customers and highly effective campaigns using SAP Emarsys. Hear how the combined power of SAP Customer Data Platform and SAP Datasphere help determine what kind of outreach is most appropriate for each customer.

Watch the video 

Build a business case

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2026 Global Engagement Index Report

Learn how companies can bridge the Engagement Divide by integrating systems, teams, and real-time data to deliver personalised experiences.

Read the report 
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B2B Buyer Loyalty Index 2025

Learn how companies can build trust and drive loyalty-led growth by connecting data, personalising interactions, and aligning customer experience with core operations.

Read the report 
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2025 Global Customer Loyalty Index

For the fifth year, SAP Engagement Cloud has explored what drives customer loyalty. We surveyed 12,041 general respondents in the US, UK, Germany, Australia, and UAE.

Read the report 

SAP Engagement Cloud is recognised with peer-review awards

G2 positioned SAP Engagement Cloud as an industry leader across numerous digital marketing categories.

Technical and security resources

SAP Help Portal

Visit SAP Help Portal to find detailed documentation, guides, and articles to help you implement, configure, and optimise SAP products.

See what analysts are saying about SAP Engagement Cloud

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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
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SAP is a Leader in IDC MarketScape

SAP is named a Leader in the IDC MarketScape: Worldwide Omni-Channel Marketing Platforms for B2C Enterprises 2023 Vendor Assessment.

Get the report

Frequently asked questions

SAP Engagement Cloud is a unified system of engagement that connects enterprise data and AI to securely orchestrate real-time, personalised interactions across the entire business.

 

We do this in three ways:

  • Orchestrate engagement across customers, partners, and suppliers with real-time, omnichannel interactions.

  • Turn data into intelligence with Joule AI—automating decisions and personalising at scale.

  • Scale with speed and flexibility on a composable, API-first platform for both B2B and B2C.

Yes. SAP has marketing solutions for B2C companies, including retail, travel and hospitality, e-commerce, and sports and entertainment.

 

SAP Engagement Cloud is purposely built to empower marketers to deliver personalised, cross-channel marketing campaigns and increase customer lifetime value. Its core capabilities include:

  • Integrated data layers.

  • Channel-agnostic personalisation engine.

  • Marketing automation.

  • Built-in intelligence, analytics, and reporting.

  • More than 60 pre-built strategies and tactics for different industries and verticals.

  • Omnichannel applications and integrations

  • Integrated loyalty solutions.

 

Yes. SAP has marketing solutions for B2B companies, including consumer products, wholesale distribution, industrial machinery, mills and mining, and utilities.

 

SAP Engagement Cloud is purposely built to help marketers deliver personalised, data-driven engagement across complex buying groups, long sales cycles, and multiple channels. Its core capabilities include:

  • Account- and buyer-level personalisation.

  • Marketing automation and journey orchestration.

  • Built-in intelligence, analytics, and reporting.

  • Omnichannel applications and integrations.

 

 

Disclaimer

1 Gartner, Magic Quadrant for Personalisation Engines, by Penny Gillespie, Jason Daigler, Michael Ro, Ross Cosner, 2 February 2026


This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from SAP.

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

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