SAP, Google Cloud team up for AI agent marketing-focused play

Through new integrations between the SAP Engagement Cloud, SAP Customer Experience (SAP CX) and Joule solutions and Gemini Enterprise, joint customers of Google and SAP can now deploy agents that securely access unified data stored across both ecosystems to execute complex marketing strategies based on high-level goals defined by the user.

Gemini Enterprise will act as a central hub for data integrations and multi-agent coordination, allowing agents to take action across a customer’s SAP and Google Cloud solutions.

These integrations will be supported by the SAP Business Data Cloud Connect solution for Google and BigQuery, which enable bidirectional, zero-copy data access between the two platforms, with enterprise-grade security and governance.

Capabilities across both Gemini Enterprise and agent gateway APIs from SAP will allow customers’ agents to securely exchange context, trigger actions and optimise outcomes across platforms.

The integration allows marketers to prompt an agent within SAP Engagement Cloud with an objective and an agent, like a Joule Agent, will handle the end-to-end process - from content personalisation to visualisation to conversational engagement.

While marketing is the first example, and will be available to customers in H2 2026, the multi-agent orchestration model is designed to support use cases across the SAP CX portfolio.

“This is more than a data integration; it’s a leap forward for AI agents that can collaborate naturally and execute seamlessly,” said Balaji Balasubramanian, president and chief product officer for SAP Customer Experience and Consumer Industries.

“By combining SAP Business Data Cloud Connect for Google with interoperable AI agents across SAP and Google Cloud, we’re giving organisations a path from AI experimentation to AI-enabled customer experience at scale. Marketers can spend less time on manual tasks and more time shaping the customer journey.”

Google Cloud’s global partner ecosystem president, Kevin Ichhpurani, said for businesses to realise the full potential of agentic AI, their systems must speak the same language.

“By uniting SAP’s enterprise data and customer engagement platform with Google Cloud’s AI, we’re enabling marketers to move beyond simple automation to multi-agent orchestration, driving dynamic campaigns that reason and adapt to market shifts in real time,” he said.