Renaming advances SAP’s Enterprise Engagement Strategy
SAP announced that the SAP Emarsys Solution has been renamed to SAP Engagement Cloud reflecting SAP’s strategy to make engagement a core enterprise capability across the SAP portfolio.
SAP is recognized in the 2026 Gartner® Magic Quadrant™ for Personalization Engines. SAP Engagement Cloud now brings SAP’s trusted enterprise backbone to the customer experience, enabling organizations to connect customer insight and operational execution in real time. It builds on market-leading personalization capabilities.
SAP Engagement Cloud also incorporates AI‑enabled insight to support responsible, efficient scaling of personalized engagement.
Engagement gap
The announcement is supported by new data in the SAP UAE Engagement Index Report highlighting the growing pressure on organizations to close the customer engagement gap.
While 74% of UAE businesses believe they are delivering seamless experiences, 66% of consumers report frustration with being passed between teams to resolve a single issue. At the same time, 76% of businesses plan to invest in AI-powered customer engagement in 2026, and 74% see AI as essential to retaining customers.
As part of this evolution, SAP also announced SAP Engagement Cloud, enterprise edition, which provides advanced administration, governance, and content and data-control capabilities for organizations operating‑ across multiple brands, regions, and teams.
Compliance
“This approach helps organizations maintain consistency, compliance, and brand standards globally, which is increasingly important in an age of AI decision-making and automation, while also staying responsive to local needs,” stated Joanna Milliken, Head of SAP Engagement Cloud.
“As AI becomes more autonomous, with agentic capabilities enabling systems to act on data and adapt in the moment, SAP Engagement Cloud supports organizations in delivering consistent, personalized experiences while maintaining the governance and control required for enterprise operations,” concluded Marwan Zeineddine, Managing Director, SAP UAE.
