SAP and Google Cloud are embarking on a major project to deploy an agentic commerce architecture that will enable them to automate multi-agent marketing and retail operations at enterprise scale. This initiative is part of their broader goal to enhance customer experience across the entire organization, which according to SAP research is expected to reach 78 percent by 2026. However, a significant gap remains in one crucial area: sharing customer data across different touchpoints.
Research indicates that fewer than two in five companies currently share customer data across customer experience and CRM systems, while others are struggling with this challenge. This lack of cohesion can have severe consequences for businesses, as it can lead to missed opportunities and decreased customer loyalty. By adopting an agentic commerce architecture, SAP and Google Cloud aim to bridge this gap and provide a seamless user experience that drives business success.
The deployment of this new architecture is likely to be a major undertaking, requiring significant investment in technology infrastructure, process optimization, and talent acquisition. Nevertheless, the potential rewards are substantial, as it will enable these companies to stay ahead of the competition and capitalize on the growing demand for AI-driven customer experience solutions. As the market continues to evolve, it remains to be seen how SAP and Google Cloud will leverage this new architecture to drive business growth and innovation in agentic commerce.