Google Cloud and SAP today announced a new collaboration that will help marketers deploy multi-agent AI solutions at scale.
Thanks to new integrations between SAP Engagement Cloud, SAP Customer Experience (SAP CX), Joule solutions and Gemini Enterprise, customers of these solutions will be able to deploy agents that securely access unified data, stored in both ecosystems, to execute complex marketing strategies based on high-level objectives defined by the user. This approach lays the foundation for new multi-agent AI models applied to marketing.
Together, SAP and Google Cloud provide a unified foundation for data and AI agents to operate across both ecosystems. Gemini Enterprise will act as a nerve center for data integrations and multi-agent coordination, enabling actions to be executed across customers’ SAP and Google Cloud solutions under an interoperable multi-agent AI model.
Bidirectional data access
These integrations will be supported by the SAP Business Data Cloud Connect solution for Google and BigQuery, which allows two-way access to copyless data between the two platforms, with high levels of security and governance. The capabilities of both Gemini Enterprise and SAP Agent Gateway APIs will enable agents to more securely exchange context, trigger actions, and optimize results across platforms, making true multi-agent AI-based orchestration possible.
The integration allows marketers to instruct an agent within SAP Engagement Cloud with a clear goal, such as “Increase repeat purchases in the last 30 days” or “Maximize customer lifetime value while reducing campaign operating costs.” An agent like Joule will handle the end-to-end process, from content personalization to display and conversational interaction, leveraging multi-agent AI capabilities to coordinate complex tasks.
“This is more than data integration; it is a breakthrough for AI agents that can collaborate naturally and act seamlessly,” said Balaji Balasubramanian, president and chief product officer, SAP Customer Experience and Consumer Industries. “By combining SAP Business Data Cloud Connect for Google with interoperable agents on SAP and Google Cloud, we offer organizations a path from AI experimentation to a large-scale, multi-agent AI-powered customer experience. Marketers can spend less time on manual tasks and more time shaping the customer journey.”
“To realize the full potential of interactive AI, companies need their systems to speak the same language,” said Kevin Ichhpurani, president of Global Partner Ecosystem at Google Cloud. “By uniting SAP’s customer engagement and business data platform with Google Cloud AI, we enable marketers to go beyond simple automation to multi-agent AI models, driving dynamic campaigns that reason and adapt to market changes in real time.”
Multi-agent AI to turn insights into actions
According to a study by SAP Engagement Cloud, more than half of marketers say that fragmented and outdated data prevents them from acting quickly. SAP and Google Cloud are helping to remove that obstacle by unifying data and enabling multi-agent AI architectures to turn insights into actions. By using Joule with SAP Engagement Cloud, campaigns can go from planning to activation automatically, without the need for manual integration between tools.
Customers will benefit from autonomous campaign generation, optimization and continuous performance improvement. Businesses will achieve faster time to market, lower operating expenses, and constant optimization that drives greater return on investment, while multi-agent AI allows teams to spend more time on strategy and end-to-end campaign execution.
Multi-agent AI allows teams to spend more time on strategy and comprehensive campaign execution
While marketing is the first example, and will be available to customers in the second half of 2026, this multi-agent AI orchestration model is designed to support high-value use cases across the entire SAP CX portfolio, laying the foundation for an AI-powered customer experience based on reliable, unified real-time data and interoperable agents.
With this collaboration, SAP and Google Cloud seek to accelerate enterprise adoption of multi-agent AI, extending this approach beyond marketing to new areas where coordination between autonomous agents can generate competitive advantages.
