Customer Experience Powered by AI
Turning Complexity Into Clarity How AI Transforms Customer Experience
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
CX + AI Crossroads: From Challenge to Advantage
CX leaders today stand at a pivotal crossroads. On one side: rising customer expectations, fragmented buyer journeys, and growing pressure to do more with less. On the other: legacy CRM systems that can no longer keep pace with the demands of modern, connected commerce. The path forward requires more than incremental change, it calls for a smarter, more adaptive approach to customer engagement. converge. Together, they offer a new way to operate, one that brings speed, precision, and scale to every customer interaction. AI doesn’t just automate; it augments decision-making, personalizes engagement, and enables teams to act in real time. This is where SAP’s AI-powered CX solutions help leaders navigate this turning point. By unifying data, orchestrating journeys, and embedding intelligence into every touchpoint, they transform complexity into clarity, and strategy into results. The question isn’t whether to evolve, but which path you’ll take.
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HOW AI TRANSFORMS CUSTOMER EXPERIENCE
Table of Contents
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Executive Summary
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The Opportunity in the CX Crisis
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Empowering People and Processes with SAP Business AI
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A Clear Path to Value
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Choosing Your Path: BTP, BDC, and the Custom AI Toolkit
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Conclusion: Moving Forward with Confidence
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HOW AI TRANSFORMS CUSTOMER EXPERIENCE
The Pressures Facing CX Leaders
CX leaders today face converging pressures: rising customer expectations, fragmented journeys, and the need to deliver more with less. Legacy CRM systems can’t keep pace with the demands of modern engagement. Sales and revenue teams struggle with reactive forecasting and disconnected pipelines. Marketing leaders face mounting pressure to personalise at scale and prove ROI. Service teams are stretched by high volumes and inconsistent tools. Siloed data and disconnected systems limit agility across all functions. The result? A critical decision point. Evolve with intelligent, integrated CX or risk falling behind. The path forward starts with AI built for business and ready to meet customers where they are.
Revenue Leaders • Revenue leaders in dynamic markets • Fragmented customer data • Pressure to meet revenue targets • Need for actionable insights • Drive sales efficiency & pricing optimization
Sales Leaders • Increasing rep productivity • Long sales cycles • Inconsistent engagement • Inaccurate forecasting
Marketing Leaders • Poor campaign ROI • Generic targeting • Disconnected Martech stack
Service Leaders • High cost-to-serve • Agent burnout and attrition • Inconsistent SLA performance
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
Smarter CX starts here. The SAP Business AI Advantage
Built-In Intelligence That Understands Your Business SAP Business AI is embedded across the CX suite and trained on your enterprise data and processes , so it delivers insights that are relevant, fast, and actionable. Enterprise-Ready, Industry-Smart Business AI SAP AI is secure, scalable, and built for industry-specific needs. Integrates smoothly with SAP ERP and BTP for end-to-end intelligence.
Forget generic AI, get business-aware AI that speaks your language.
Trust it to scale with your business and deliver value fast.
Joule: Your AI Copilot Across CX Joule is SAP’s generative AI assistant that helps users' complete tasks faster with natural language prompts, smart suggestions, and predictive insights.
Drive efficiency across sales, marketing, and service teams.
AI Agents That Drive Real Results Prebuilt and customizable AI agents automate tasks like lead scoring, case resolution, and campaign orchestration, while learning and improving over time.
Out-of-the-Box agents don’t just automate, they optimize.
Real-Time Personalization with Unified Data SAP’s Customer Data Platform and Business Data Fabric connect data across systems, enabling real-time personalization and predictive engagement.
Get the complete customer view, & the act on it instantly.
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
SAP Business AI brings intelligence to the heart of customer engagement, transforming how sales, service, and marketing teams connect with customers. Embedded across SAP CX and ERP solutions, it empowers teams to
Meet Joule: Your AI Super- Orchestrator
SAP Business AI Doesn’t Guess, It Knows What sets SAP Business AI apart is integrated business data, AI that’s not just powerful, but context-aware and business- ready. By connecting data across SAP CX, ERP, and third-party systems, Joule empowers teams to deliver proactive, personalised experiences at every stage of the customer journey. At its core is the Business Data Cloud: a unified, secure foundation that harmonizes enterprise data and fuels the Business Knowledge Graph, mapping relationships between people, processes, and systems to drive smarter outcome.
Joule is your always-on AI assistant embedded across SAP. More than just a chatbot, it understands business context, connects data across systems, and activates specialized AI agents to deliver the right action at the right moment. In the CX domain, Joule empowers sales, service, and marketing teams to work smarter and respond faster. It can surface next-best actions for sales reps, generate personalized content for marketers, and assist service agents with real-time case resolution.
Create up to € 6.0M top-line & € 6.5M bottom-line impact for your company*
Lead to Cash
Service to Field Service
What could AI save you? Whether you're in Finance, Procurement, HR, or Operations—see how SAP Business AI can deliver measurable ROI for your role. Click here
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
SAP Business AI is structured to meet you where you are and grow with you. Each stage builds on the last, so you can start small, prove value fast, and scale confidently.
Included in SAP CX Applications
Joule Base
Joule Base: Embedded AI for Customer Experience • Get started quickly and securely with minimal effort • ‘Out of the Box’ AI functionality embedded in SAP CX applications • No setup required—built-in AI is ready to use • Prebuilt AI features in SAP Sales, Service, Marketing, and more • Supports tasks like surfacing customer insights and guiding next actions
Joule Premium
Advanced AI for Customer Experience: Extend the AI built into your SAP CX and core applications Everything in Joule Base plus: • Advanced, configurable AI for CX scenarios
• Personalized customer journeys and engagement • Predictive insights for sales, service, and marketing • Enhanced automation across CX workflows • Contextual recommendations powered by Joule
Custom AI Solutions
Build, extend, and run custom AI solutions and agents at scale—all in one system. • Full access to AI Foundation tools to build, test, deploy and manage agents, tailored to your unique workflows • Connect SAP and non-SAP data sources with SAP Business Data Cloud • Boost productivity with comprehensive development tools
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
Joule Base: Out-of-the-Box Agents. Unlock CX AI Today!
Get started quickly and securely with embedded AI features included in your SAP CX and core application licenses, minimal setup required. Joule Base is built-in and ready to use from day one. Designed to support everyday tasks across sales, service, and marketing, Joule , without switching systems. Whether it’s surfacing a customer record, suggesting a next-best action, or guiding a service agent to the right resolution path, Joule Base brings intelligent assistance to the heart of your CX operations.
Boost Productivity with Base AI
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Engage Intelligently
Sell Smarter
Resolve Faster
• Lead & Opportunity Scoring • Relationship Health Insights • Next-Best Action Recommendations • Predictive Sales Forecasting
• Personalized experience • Propensity-to-Buy Scoring • Customer Lifetime Value Estimation • Predictive Segmentation • Customer Lifetime Value Estimation
• Ticket Classification & Routing • Recommended Responses • SLA Breach Prediction
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
65+ AI Agents embedded in CX applications
AI Solution Demos
Sales Cloud SAP Sales Cloud uses embedded AI to help sellers prioritize leads, accelerate deal cycles, and gain real-time insights into pipeline health. It also provides automated summaries and activity suggestions. • Predictive win probability • Pipeline health and forecast accuracy predictions • Next-best activity recommendations Service Cloud SAP Service Cloud embeds AI to automatically classify cases, suggest next actions, and generate response drafts - empowering agents to resolve issues faster and improve service quality. • AI-Powered case categorization and routing • Generative case summaries and email drafts • Next-best action recommendations for Agents Commerce Cloud SAP Commerce Cloud leverages embedded AI for personalized shopping experiences. It recommends products, ranks categories dynamically, and optimizes on- site search to convert more customer. • Product recommendations based on behavior and history • Predictive merchandising (Dynamic Product and Category Ranking) • AI-optimized search Marketing Cloud SAP Marketing Cloud embeds AI to improve lead scoring, campaign targeting, and customer insights - helping marketers personalize outreach and predict campaign success. • Predictive lead and conversion scoring • Campaign performance prediction and optimization • Customer profile enrichment and behavioral insights
EXPLORE OPTIONS 65+ AI Agents and Features for CX
TAKE A TOUR Sales Order Auto Complete with AI
SEE HOW AI Case Categorization
SEE HOW Customer Product Recommendation
WATCH IN ACTION Build Customer Segments with AI
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
Joule Premium: Unlock Premium AI with the SAP CX AI Toolkit
What is the SAP CX AI Toolkit?
The SAP CX AI Toolkit, powered by Joule, is SAP’s for sales, service, and commerce teams. The SAP CX AI Toolkit automates content creation, answers customer queries in real time, and generates insights based on enterprise data, including SAP CX solutions and Microsoft 365. Joule acts as a copilot, delivering context-aware recommendations directly in the workflow. With configurable prompts, zero data retention, and trusted AI governance, the SAP CX AI Toolkit enables faster, smarter, and more personalized customer interactions, securely and at scale.
Unlock Growth with Premium AI
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Engage Intelligently AI-powered product content creation & enrichment
Sell Smarter
Resolve Faster
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• Account Synopsis – facilitate targeted and relevant conversations • Sales Order insights and simulations • Lead Booster to increase effectiveness
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Automated case summaries & response drafting Entity Extraction to organize relevant customer data Account Synopsis for service agents
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Visual search & conversational product Q&A Shopping Agent
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Find and insert products into emails using AI search
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
Joule: The AI Copilot Powering CX AI Toolkit
Joule powers the SAP CX AI Toolkit, delivering conversational AI directly into your workflows all securely, with enterprise-grade governance.
Joule Agents
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Automatically categories and route customer inquiries to the right team Provide real-time insights, recommendations, and trusted answers from enterprise data Turn resolved cases into draft knowledge articles to boost self-service and agent efficiency
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AI Shopping Assistant
- Enable conversational, AI-driven product discovery in SAP Commerce storefronts - Answer real-time questions on pricing, availability, and compatibility - Support multilingual, global customer interactions
Customer Stories
Learn how Bosch uses Joule agents for fast ticket resolution across their customer service department.
Learn how SAP solutions are helping CHRIST focus on where they can present the best value for customers .
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
At the CX + AI crossroads, some organisation will follow the embedded path—activating out-of-the-box intelligence. Others will choose to innovate freely, building
SAP’s Business Technology Platform (BTP), Business Data Cloud (BDC) , and AI Foundation provide the tools to do just that—securely, scalable, and with full business context.
Benefits of Custom AI for CX
Custom AI enables CX teams to go beyond and deliver truly differentiated experiences. Key benefits include: • Personalized engagement at scale: Train models on your own customer data to deliver hyper-relevant content, offers, and journeys. • Predictive service and sales: Use scenario modelling to anticipate customer needs, churn risk, or buying intent. • Industry-specific intelligence: Build AI agents tailored to your sector—whether it’s retail, manufacturing, or financial services. • Operational agility: Rapidly adapt CX processes with low-code tools and reusable data products. • Partner extensibility: Leverage SAP’s ecosystem to co-innovate with trusted partners and accelerate time-to-value.
AI ecosystem partnerships and investments
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
Build CX Intelligence Your Way
SAP Business AI is more than embedded intelligence; it’s a platform for innovation. With CX leaders can build, extend, and scale AI solutions tailored to their unique customer journeys, industry needs, and business goals.
These technologies work together to provide a unified, secure, and extensible foundation for custom AI development:
SAP Business Data Cloud (BDC) The data backbone. BDC harmonizes structured and unstructured data across SAP and third-party systems. It enables the creation of reusable data products, semantic models, dashboards, and action packs, that feed intelligent CX applications and AI agents. SAP Business Technology Platform The engine for innovation. BTP provides a unified runtime, orchestration tools, and access to SAP’s AI Foundation- enabling you to build and deploy AI agents, integrate with Joule, and extend SAP CX applications using pro-code or low-code tools.
AI Foundation The intelligence layer. AI Foundation is a suite of services and tools that power AI across SAP. With capabilities for model training, orchestration, lifecycle management, and governance, the AI Foundation ensures your AI is not only powerful, but also relevant, reliable, and responsible.. Custom AI Toolkit The creative space. Whether you’re building predictive models, training industry-specific agents, or co-innovating with partners, the toolkit supports a wide range of development approaches—from SAP Build low-code tools to full-stack development. .
Learn how San Jose Sharks drove 30% revenue growth
HOW AI TRANSFORMS CUSTOMER EXPERIENCE
You’ve explored the vision. You’ve seen the value. Now it’s time to take the next steps on your Business AI journey.
Build Vision with Sales, Service and Marketing Business Leaders
Share This Guide Inspire new ideas and build momentum – across all stakeholders
Involving your team ensures AI initiatives are aligned with real operational needs, unlocking faster adoption, stronger outcomes, and cross-functional momentum from day one.
Browse 240+ AI Agents & Features in the SAP Discovery Centre
Activate SAP Embedded AI Many AI capabilities are already embedded in your SAP systems. Base AI features are ready to go, no additional licenses required.
Build an AI Roadmap, leveraging embedded SAP Business AI – based on your business priorities
Ready to Go Further? If you're exploring Premium or Custom AI capabilities, we’re here to help.
Get in Touch! Contact your SAP Account Manager or Partner today!
RUN A DISCOVERY WORKSHOP Our AI experts can run a complimentary Discovery Workshop to educate and inspire your teams— showcasing what’s possible and how to get there. → Reach out to your SAP Account Manager to schedule a session. Custom AI
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