SAP and Google Cloud deploy multi-agent AI for marketing campaigns

SAP and Google Cloud Deploy Multi-Agent AI for Marketing Campaigns

SAP and Google Cloud have expanded their partnership to let marketing teams build and run campaigns using AI agents that work across both companies' platforms. The system launches in the second half of 2026.

The arrangement connects SAP Engagement Cloud, SAP Customer Experience and Joule with Google Cloud's Gemini Enterprise. Marketers can set broad goals-such as increasing repeat purchases or raising customer lifetime value while cutting costs-and let AI agents handle the execution across both systems.

How the System Works

Gemini Enterprise acts as a coordination layer for multiple agents. SAP Business Data Cloud Connect for Google and BigQuery provide two-way data access between platforms without copying customer data, meaning information stays in place while agents use it for campaign work.

An agent in SAP Engagement Cloud would manage tasks including content personalisation, visualisation and conversational engagement. The goal is to cut the manual work between campaign planning and activation.

The system also supports context-sharing and action triggers between agents, allowing multiple agents to work together on connected tasks rather than operate in isolation.

The Data Problem Marketing Teams Face

More than half of marketers say fragmented and outdated data prevents them from acting quickly, according to SAP research. Customer information scattered across different applications and clouds makes it difficult to use AI effectively.

This partnership addresses that by unifying data access and letting AI agents turn insights into actions across platforms without moving data around.

What Marketers Gain

Teams should be able to generate campaigns, continuously optimise them and reduce operational overhead. Marketers can spend less time on routine tasks and more time on strategy and overall campaign execution.

Balaji Balasubramanian, President and Chief Product Officer of SAP Customer Experience and Consumer Industries, said the move goes beyond standard integration. "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," he said.

Broader Potential

Although the initial use case is marketing, the same orchestration model could later support other parts of SAP's customer experience portfolio. SAP and Google Cloud appear to view this as a template for broader AI workflows built on shared data and multiple agents working across enterprise systems.

By starting with customer engagement and campaign management, both companies are targeting an area where measurable commercial outcomes and large volumes of customer data make automation easier to test and refine.

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