Autonomous CX

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

Confident young african businesswoman using a digital tablet while reviewing graphs and data in an office alone - stock photo
Get this product ready for launch Joule prompt
Enriching descriptions UI widget Refining attributes UI widget Localizing for geographies UI widget
Dashed vertical line Dashed horizontal line
Create proposal to bring this product to market Joule prompt
Dashed vertical line
Campaign ideas UI widget

Run CX as one autonomous system

Increase efficiency across your CX operations with AI assistants that coordinate specialized 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, personalization, and accurate responses across channels.

Run the entire CX stack autonomously

Move beyond point solutions with AI that executes and optimizes 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.

placeholder
placeholder
placeholder
placeholder

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 optimization across every channel, freeing your team to focus on strategy and driving more revenue per campaign.

placeholder
placeholder
placeholder
placeholder

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

placeholder

Finding the right AI tool for the job

Learn how Bosch is streamlining workflows, reducing frustration, and creating a seamless service experience with SAP Business AI.

Watch the video 
placeholder

Building a loyal, highly engaged fan base

Discover how Sharks Sports & Entertainment leveraged SAP Customer Experience solutions to gain a 360-degree customer view, enhance retention and loyalty, and exceed fan expectations.

Watch the video 
placeholder

Shifting from product focus to customer obsession

Learn how domestic appliances company Versuni delivers personalized experiences for its customers through a digital-first, insight-driven strategy using SAP Customer Experience solutions.

Read the customer story 
placeholder

Leading digitalization 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 Personalization Engines

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

Get the report

Resources

placeholder

Analyzing 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 
placeholder

Exploring the complexity and opportunity of AI-driven CX

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

Read the report 
placeholder

Implementing AI and winning customers for life

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

Read the e-book 
placeholder

Providing differentiated customer experiences

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

Read the report 

Next steps

placeholder

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 analyzes 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 optimize 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, personalized customer experiences at scale. Such outcomes make marketing campaigns more effective, improve the sales experience, and drive more personalized commerce and customer service interactions—all while building customer trust.

Learn more 

*SAP was recognized 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 organization 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.

 

twitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixeltwitter pixel