“AI has moved beyond experimentation into the mainstream of how companies operate and unleash value,”—Manos Raptopoulos
In my engagements with customers, I see this reality every day. Companies everywhere want to grow, but they want to grow with confidence. They are looking for partners who understand their unique challenges, who support them with their long-term ambitions, and who can help them keep pace with rapid change affirms Manos Raptopoulos, Chief Revenue Officer APAC, EMEA & MEE and Member of the Extended Board, SAP SE
Growth, simplification and artificial intelligence are no longer optional. That is the unmistakable signal from SAP’s Global Business Priorities Study, which surveyed nearly 12 000 executives across 20 markets and 31 industries. The results capture both urgency and possibility.
Growth priority
Across the world, 95% of companies say growth is a priority for the year ahead. Their top focus areas, including expanding market presence, broadening distribution through partners, and scaling operations, speak to leaders’ determination to create value in a climate of uncertainty and change.
Technology is central to this ambition. Nearly all respondents in the study rank simplifying work and improving processes alongside growth. Here, artificial intelligence stands out. Nine in ten organisations have already made generative or agent-based AI a priority, and more than 70% have some form of AI in use.
While concerns about data quality and talent remain, the message is clear: AI has moved beyond experimentation into the mainstream of how companies operate and unleash value.
From Frankfurt to Dubai, to Singapore: how regional differences shape opportunities and risks
Regional differences tell a powerful story. In Europe, AI adoption comes with caution. Large enterprises put compliance, privacy, and transparency first, while many mid-market firms are still piloting solutions. In Asia-Pacific, the pace is different.
Mid-market companies there already report strong AI use above global averages, and growth expectations run high. For them, AI is a way to seize advantage quickly in a fast-moving market.
These contrasts show why cultural intelligence matters so much for global leaders. Whether in Frankfurt, Singapore, or Dubai, I see how local realities, regulations, and expectations shape both risks and opportunities. In Europe, energy costs and geopolitical uncertainty drive supply chain strategies. In Asia-Pacific, digital adoption and market dynamism set a different pace.
Sustainability is another area where nuance matters. European companies place it near the top of their priorities, tracking or slightly exceeding global benchmarks. Asia-Pacific firms value sustainability but often rank it lower than growth and speed to market. Each is weighing trade-offs in its own context, creating exciting opportunities for SAP to bring the most relevant technology, data and practices to each region to help organizations achieve both economic and environmental goals.
The through-line in all of this is agility. Supply chain fragility, geopolitical conflict, inflation, and regulation continue to test even the best-run organizations. Technology can enable agility, but only if leaders embrace change themselves, rethinking processes, investing in skills, and building cultures of continuous learning and exploration. Security and ethical standards must also be the cornerstones of every AI conversation.
Turning AI potential into outcomes by focusing on value creation and integration
This is a time for grounded optimism. The appetite for growth is real and the technology to achieve it is more advanced than ever. Innovation is accelerating at an extraordinary pace, with daily breakthroughs highlighting the expanding potential of AI.
There is a recent example which demonstrates AI’s ability to process multistep tasks for over 30 hours. This achievement highlights not only the rapid evolution of AI but also how increasingly accessible and capable these technologies are becoming.
However, as AI systems grow more autonomous and context-aware, organizations must recognize that true value doesn’t come from raw capability alone. To harness AI effectively, especially in enterprise environments, a consistent semantic layer is essential. It ensures alignment between data, tasks, and outcomes, enabling AI to reason reliably across systems and scale impact without losing coherence.
Significant advantage
Companies must also move beyond simply adopting AI to actively test and refining applications to gain a significant advantage. Equally important is a deliberate approach to managing the human element of a transformation, rooted in structured and human-centric change management.
Realizing AI’s true promise requires a fundamental shift in how people, applications, and data connect. Success relies deeply on connecting to every part of an organization’s business, delivering end-to-end transformational value. A seamless, integrated suite provides insight and agility, whether responding to a problem or ensuring readiness when opportunity knocks.
By keeping customer needs and value realization at the centre and leading with innovation, businesses can not only navigate uncertainty, but build a more resilient, intelligent, and sustainable future.
