Intelligent Automation and AI in Customer Engagement

One of the most prominent advancements is the integration of AI-powered agents into sales and e-commerce. These agents can automatically convert incoming customer emails into precise quotes and streamline product catalogs by optimizing descriptions, attributes, and imagery in real-time — boosting search accuracy and conversion rates.

A core part of this evolution is SAP Enterprise Service Management, a solution that enables connected and proactive service operations across an enterprise. By integrating deeply with finance, HR, and customer service, it helps reduce costs while accelerating time-to-value

Optimizing Commercial Operations and Driving Revenue

SAP also introduced SAP Revenue Growth Management, a tool designed to orchestrate and analyze trade promotions. It allows users to efficiently plan short- and long-term campaigns, manage trade funds, and evaluate performance using profit and loss analytics.

The platform supports simulation and scenario planning, giving commercial leaders greater flexibility and clearer ROI expectations for each promotion.

Looking Ahead: What’s Coming in Late 2025

SAP previewed a series of enhancements to be released in the second half of 2025:

• AI-assisted report builder – An intuitive analytics tool that lets users ask natural-language questions and dynamically adjust outputs (Q3 2025).
• Customer journey sentiment analysis – Tracks customer emotions across lifecycle stages to optimize engagement (Q4 2025).
• Advanced marketing segmentation – Deepened integration between SAP Customer Data Platform and SAP Emarsys to improve targeting and ROI (Q4 2025).

A Unified CX Ecosystem as a Growth Engine

SAP’s vision is to unify every customer touchpoint within a single digital environment. The SAP Customer Experience roadmap now includes commerce, sales, service, and marketing — all built to scale, deploy quickly, and offer seamless usability.

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