SAP and Google Cloud announced an expanded partnership. They will deploy an "agentic commerce architecture" to automate and enhance marketing and retail operations. This architecture uses artificial intelligence. The collaboration addresses data fragmentation. It creates a unified environment for AI agents across both companies' ecosystems.
The initiative integrates SAP's Commerce Cloud and customer experience (CX) platforms. It also integrates Google Cloud's Gemini AI models. This enables AI-powered "shopping assistants" and more personalized marketing campaigns.
A key component is the Universal Commerce Protocol (UCP). This standardized framework allows AI agents to interact directly with commerce platforms. It simplifies processes from product search to payment.
The companies aim to unify SAP's enterprise data with Google's AI capabilities. This helps businesses move from manual to automated, multi-agent orchestration. This orchestration adapts to market changes in real time.
Marketers can define high-level goals. AI agents will then manage the end-to-end execution of complex campaigns.