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SAP SE has announced the rebranding of its SAP Emarsys solution to SAP Engagement Cloud, marking a strategic move to position customer engagement as a core enterprise capability across its portfolio.

The announcement reflects SAP’s broader vision to integrate customer insight and operational execution in real time, enabling organizations to deliver more personalized and connected experiences at scale.

AI And Personalization At The Core Of Engagement

SAP Engagement Cloud builds on the existing strengths of Emarsys, incorporating AI-enabled insights to support scalable and responsible personalization. The platform connects data, analytics, and execution, allowing businesses to act on customer insights instantly.

SAP has also been recognized in the 2026 Gartner® Magic Quadrant™ for Personalization Engines, reinforcing its position in the evolving customer experience landscape.

UAE Businesses Accelerate AI Investment

New findings from the SAP UAE Engagement Index Report highlight a growing urgency among organizations to enhance customer engagement:

1. 76% of UAE businesses plan to invest in AI-powered customer engagement in 2026
2. 74% view AI as essential for customer retention
3. 74% believe they deliver seamless experiences, yet
4. 66% of consumers report frustration with being transferred between teams
5. 47% say businesses are too slow to use data effectively

These insights point to a significant gap between perception and reality, emphasizing the need for better integration between data insights and execution.

Enterprise Edition Enhances Governance And Scale

As part of the evolution, SAP introduced SAP Engagement Cloud, enterprise edition, designed for organizations operating across multiple brands, regions, and teams.

The solution offers:

1. Advanced administration and governance controls
2. Centralized data and content management
3. Scalable frameworks for global consistency with local flexibility

This enables enterprises to maintain brand standards and compliance globally, while allowing regional teams to execute tailored customer interactions.

Driving Real-Time, Connected Experiences

Joanna Milliken highlighted that the platform helps organizations balance global consistency with local responsiveness, particularly in an era of AI-driven automation.

Meanwhile, Marwan Zeineddine emphasized that businesses require solutions capable of connecting insight with action in real time, especially as agentic AI systems become more autonomous and adaptive.

He noted that SAP Engagement Cloud enables organizations to deliver consistent, personalized experiences while maintaining the governance and control required for enterprise-scale operations.

Seamless Transition For Existing Customers

SAP confirmed that all existing capabilities of the SAP Emarsys solution remain available within SAP Engagement Cloud. Customers can adopt new features incrementally, based on their readiness and business priorities.

The enterprise edition is available immediately, with further innovations expected as part of SAP’s ongoing product roadmap.

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