SAP SE and Google Cloud today said they were teaming up to help marketers put AI agents to work at scale. This will be done via integrations between SAP’s Engagement Cloud, Customer Experience (SAP CX), Joule solutions and Gemini Enterprise.
The companies said in a statement that joint customers (of those platforms) “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.”
The companies said that Gemini Enterprise will serve 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.” The integrations will be supported by SAP’s Business Data Cloud Connect solution for Google and BigQuery.
“Capabilities across both Gemini Enterprise and agent gateway APIs from SAP will allow customers’ agents to more securely exchange context, trigger actions and optimize outcomes across platforms, enabling true multi-agent orchestration,” the companies said.
In simple terms, it means the AI agents can easily and securely work together.
The integration will let marketers give a prompt to an agent within SAP Engagement Cloud with a clear objective, such as “Increase repeat purchases from the last 30 days,” or “Maximize customer lifetime value while reducing campaign operational costs.” An agent, like a Joule Agent, will then handle the end-to-end process, all the way from content personalization to visualization and then to conversational engagement.
Balaji Balasubramanian, president and chief product officer at SAP Customer Experience and Consumer Industries, described the Google Cloud partnership as more than a data integration: “It’s a leap forward for AI agents that can collaborate naturally and execute seamlessly.”
By integrating SAP Engagement Cloud with Google Cloud, businesses can overcome the data fragmentation that currently prevents over half of marketers from acting in real time. This partnership leverages Joule to unify outdated data streams, allowing AI agents to automate the transition from campaign planning to activation without the need for manual tool stitching. Consequently, organizations can achieve faster speed-to-market and lower operational overhead through autonomous campaign generation and continuous optimization. Ultimately, this synergy drives higher ROI while freeing teams from tedious administrative tasks to focus on high-level strategy and end-to-end execution.
“By combining SAP Business Data Cloud Connect for Google with interoperable AI agents across SAP and Google Cloud, we’re giving organizations a path from AI experimentation to AI-enabled customer experience at scale,” Balasubramanian said, adding that marketers can “spend less time on manual tasks and more time shaping the customer journey.”
“To realize the full potential of agentic AI, businesses need their systems to speak the same language,” said Kevin Ichhpurani, president of global partner ecosystem at Google Cloud. “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.”
