SAP and Google Cloud partner to deploy multi-agent AI for marketing

SAP SE (NYSE: SAP) and Google Cloud announced a partnership to deploy AI agents for marketing automation at the Cloud Next '26 conference in Las Vegas.

The collaboration integrates SAP Engagement Cloud, SAP Customer Experience solutions, and Joule with Google Cloud's Gemini Enterprise platform. The integration allows customers to deploy agents that access unified data across both platforms to execute marketing strategies based on user-defined goals.

Gemini Enterprise will serve as a central hub for data integrations and multi-agent coordination, enabling agents to operate across SAP and Google Cloud solutions. The partnership utilizes SAP Business Data Cloud Connect solution for Google and BigQuery, providing bidirectional data access between platforms with enterprise security and governance.

The system allows marketers to input objectives such as "Increase repeat purchases from the last 30 days" or "Maximize customer lifetime value while reducing campaign operational costs." Joule Agents handle the complete process from content personalization to conversational engagement.

"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 at SAP Customer Experience and Consumer Industries.

Kevin Ichhpurani, President of Global Partner Ecosystem at Google Cloud, stated that the partnership enables "marketers to move beyond simple automation to multi-agent orchestration, driving dynamic campaigns that reason and adapt to market shifts in real-time."

According to SAP Engagement Cloud research, more than half of marketers report that fragmented data prevents them from acting promptly on opportunities.

The marketing capabilities will be available to customers in the second half of 2026. The multi-agent orchestration model is designed to support additional use cases across SAP's customer experience portfolio.

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