Marketing with AI Agents: The collaboration between SAP and Google Cloud

SAP SE and Google Cloud have announced a partnership focused on the use of AI agents in marketing applications. The collaboration combines SAP Engagement Cloud, SAP Customer Experience, and Joule solutions with Google’s Gemini Enterprise to support the use of AI agents that can access and use data across both ecosystems to execute marketing strategies based on defined objectives.

Gemini Enterprise is positioned as a coordination layer for data integration and multi-agent interaction across SAP and Google Cloud environments. The integration includes SAP Business Data Cloud Connect for Google, which enables bidirectional data exchange between platforms with security and governance controls.

The setup allows marketers to define objectives such as increasing repeat purchases or customer lifetime value, which AI agents then act on across personalisation, visualisation, and customer engagement processes within SAP systems.

The integration is intended to support multi-agent workflows across SAP and Google Cloud, using unified data to enable marketing activity that can respond to changing conditions.

SAP cites research indicating that fragmented data is a common challenge for marketers in responding to market demands. The companies state that the integration is intended to address this by enabling data consolidation and automated activation of marketing actions based on insights.

Reported benefits include automated campaign generation and optimisation, with the aim of reducing operational effort and supporting faster campaign execution and performance monitoring.

While marketing is the initial focus, the multi-agent approach is intended to extend across the SAP Customer Experience portfolio over time, supporting additional customer experience use cases based on shared data and agent interoperability.