SAP has been named a leader in the IDC MarketScape: Worldwide Agentic Marketing for B2C Enterprises 2026 Vendor Assessment.*
We believe this recognition reflects SAP’s commitment to helping enterprises deliver intelligent, personalized customer experiences, enhanced by AI, built on trusted data and connected end-to-end business processes, and grounded in real-life business context. Joule Agents, Joule Assistants, SAP Business Data Cloud, and SAP Engagement Cloud together provide the agentic marketing backbone to advance this vision of the Autonomous Enterprise.
AI is evolving from assisting marketers to executing and acting on their behalf, creating a fundamental opportunity for organizations to completely rethink how they engage customers. Agentic marketing enables AI agents and assistants to understand context, take action, and help brands deliver more relevant personalized experiences.
Trust is the foundation to this shift. As AI takes on greater responsibility, organizations need solutions built with security, compliance, governance, and trusted business data so customers can confidently rely on AI-driven interactions and decisions.
Why agentic marketing matters
Consumers are becoming more comfortable using AI, reshaping their expectations of the brands they love and the organizations they interact with. SAP’s
Source: SAP News
(Published: Wed, 30 Sep 2026 11:15:00 +0000).
Read the full article on the original site.
