SAP & Google Cloud expand AI partnership for marketers

SAP and Google Cloud have expanded their partnership to deploy multi-agent artificial intelligence tools for marketers. The deal centres on integrations between SAP's customer and engagement software and Gemini Enterprise.

The setup is intended to let joint customers use AI agents across data held in both SAP and Google Cloud systems. In practice, a marketer can set a goal inside SAP Engagement Cloud, and an agent will carry out campaign tasks ranging from content personalisation to execution and optimisation.

The integration covers SAP Engagement Cloud, SAP Customer Experience and Joule, SAP's AI assistant, with Google Cloud's Gemini Enterprise. Gemini Enterprise is designed to serve as a central hub for data integration and for coordinating multiple agents across the two vendors' platforms.

The arrangement is meant to reduce the amount of manual campaign management required from marketing teams. Instead of moving between tools to plan, launch and refine activity, users would be able to enter a high-level objective, such as increasing repeat purchases or improving customer lifetime value while cutting campaign costs.

Data layer

A key part of the partnership is the use of SAP Business Data Cloud Connect for Google and BigQuery. These tools provide bidirectional zero-copy access to data between the two platforms, allowing information to be used across both environments without duplication.

Agent gateway application programming interfaces from SAP, together with functions in Gemini Enterprise, will allow agents to exchange context and trigger actions across systems. The aim is to create a single working layer for AI agents that need access to customer, campaign and operational data held in different places.

The announcement reflects a wider push by software groups to move beyond single-purpose automation towards systems in which several AI agents handle linked tasks. In marketing, that can include selecting audiences, preparing content, choosing channels, launching activity and adjusting campaigns based on results.

SAP cited internal research from SAP Engagement Cloud showing that more than half of marketers say fragmented and outdated data prevents them from acting in the moment. The partnership is intended to address that issue by giving agents access to a broader and more current pool of data.

Marketing focus

Marketing is the first area covered under the expanded partnership. The marketing use case is scheduled to be available to customers in the second half of 2026, while the broader orchestration model is intended to support other parts of the SAP Customer Experience portfolio over time.

SAP framed the arrangement as a way to automate the path from planning to activation inside SAP Engagement Cloud. That would allow campaigns to be generated and adjusted without the manual transfer of work between separate software products.

For SAP, the partnership also strengthens the role of Joule inside its customer-facing software. The company has been embedding Joule across its product set as it seeks to make AI assistants and agents a standard layer in business applications rather than a standalone tool.

Google Cloud, meanwhile, has been expanding Gemini Enterprise as a platform for businesses that want to use generative AI models with their own data and workflows. Working with SAP gives Google Cloud access to customers that already run core business processes and customer operations on SAP software.

Balaji Balasubramanian described the move as a step beyond data integration. "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, 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 organizations 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 said the partnership is intended to help business systems work together more consistently when AI agents are involved. "To realize the full potential of agentic AI, businesses need their systems to speak the same language," said Kevin Ichhpurani, President, 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."