SAP Bundles Its CX Clouds into a One-Stop Shop with Engagement Cloud

SAP is unveiling an AI-powered platform that provides organizations with deeper insights into their data, enabling them to strengthen customer loyalty and drive better business outcomes. The new SAP Engagement Cloud, announced at SAP Connect, is built on the company’s Business Data Cloud and offers a single dashboard to help businesses deliver personalized experiences across the entire customer lifecycle.

Disclosure: I attended SAP Connect as a guest of the company, with my flights and hotel costs covered. SAP did not dictate the contents of this post. These words are my own.

What can SAP’s newest cloud do for organizations?

• Allow admins to operate multichannel campaigns spanning the web, email, SMS, apps, and ads, all through low-code and no-code tools
• Provide AI-powered predictive insights about customers to help generate more impactful targeting and personalization
• Use Joule Agents to turn those insights into action through automated workflows
• Integrate with SAP HANA, the company’s relational database management system, and SAP Business Technology Platform, its data management and analytics platform
• Provides API-first architecture, enabling IT teams and developers to build on the platform and integrate it into their existing systems

“By replacing disconnected systems and outdated engagement models that can erode trust and limit growth, SAP Engagement Cloud turns engagement into a strategic advantage—uniting data with AI to deliver smarter, connected experiences across the SAP ecosystem,” the company states in a release.

The introduction of the Engagement Cloud puts SAP in competition with other enterprise offerings, such as Salesforce’s Marketing Cloud, Adobe’s Experience Cloud, Oracle’s Marketing and CX Cloud, and HubSpot’s CRM and Marketing Hub. Like its peers, SAP Engagement Cloud connects marketing, sales, service, and commerce signals with real-time data and AI. By uniting all these products under a single banner, SAP is following a similar playbook to Salesforce when it introduced Salesforce1 (now known as Salesforce Customer 360) in 2013.

SAP isn’t discontinuing its marketing, sales, service, commerce, or customer data clouds, all of which make up its customer experience suite of software. However, having the SAP Engagement Cloud provides organizations with a single app from which to gain a comprehensive view of what’s happening throughout their organization, eliminating the need for context switching. That said, this new offering won’t have all the features customers need for marketing, sales, service, or commerce, so it’s probably not advisable to embrace the Engagement Cloud wholeheartedly.

This announcement is one of many SAP is making this week from its SAP Connect event. The company is also showcasing the next evolution of its Joule agent.

SAP Engagement Cloud is currently in beta and is expected to be generally available in February 2026.

Featured Image: SAP's logo appears on the side of an office building. Credit: SAP