SAP & Google Cloud launch multi-agent marketing AI
SAP and Google Cloud have expanded their partnership to deploy multi-agent artificial intelligence for marketing. The first use case combines SAP's customer engagement tools with Google Cloud's Gemini Enterprise.
The arrangement links SAP Engagement Cloud, SAP Customer Experience and Joule with Gemini Enterprise, allowing joint customers to build, launch and refine marketing campaigns using AI agents. It is designed to let agents operate across both companies' software environments with access to shared data.
Gemini Enterprise serves as a coordination layer for multiple agents, while SAP Business Data Cloud Connect for Google and BigQuery provide bidirectional zero-copy data access between the platforms. This allows customer data to remain in place across systems while still being used for campaign activity and agent-driven tasks.
The announcement is aimed at marketing teams that want to set broad commercial goals rather than manage every step of campaign execution. In the example given, a marketer could instruct an agent to increase repeat purchases over the past 30 days or raise customer lifetime value while cutting campaign operating costs.
An agent in SAP Engagement Cloud would then manage tasks across the process, including content personalisation, visualisation and conversational engagement. The goal is to reduce the manual work needed to move from campaign planning to activation.
Data Access
The partnership reflects a broader push by large software groups to make AI tools more useful inside existing business systems rather than offer them as stand-alone assistants. For marketers, one obstacle has been fragmented customer data spread across different applications and clouds.
SAP cited research from SAP Engagement Cloud showing that more than half of marketers say fragmented and outdated data prevents them from acting in the moment.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 new arrangement is intended to address that by unifying access to data and allowing AI agents to turn insights into actions across platforms.
The companies also said their systems will support context-sharing and action triggers between agents. That is meant to let several agents work together on connected tasks, rather than limit activity to single prompts or isolated automation flows.
Balaji Balasubramanian, President and Chief Product Officer, SAP Customer Experience and Consumer Industries, described the move as a step beyond a standard software integration.
"This is more than a data integration; it's a leap forward for AI agents that can collaborate naturally and execute seamlessly," said Balasubramanian.
"By combining SAP Business Data Cloud Connect for Google with interoperable AI agents across SAP and Google Cloud, we're giving organisations 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 presented the partnership as part of a broader effort to make AI systems from different vendors work together around common business data. That has become increasingly important as companies look for ways to move beyond chatbots and narrow task automation.
"To realise 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."
Wider Scope
Although the initial use case is marketing, the same orchestration model could later support other parts of SAP's customer experience portfolio. This suggests SAP and Google Cloud see it as a template for broader AI workflows built on shared data, multiple agents and actions across different enterprise systems.
The marketing application will be available to customers in the second half of 2026. By starting with customer engagement and campaign management, SAP and Google Cloud are targeting an area where measurable commercial outcomes and large volumes of customer data make automation easier to test.
Customers using the system should be able to generate campaigns, optimise them continuously and reduce operational overhead. Teams should also gain more time to focus on strategy and end-to-end campaign execution, while AI agents handle routine tasks across the connected platforms.