This past holiday season signaled an important shift in the way people interact with companies: away from traditional search and toward conversational agents who offer more than just answering questions. These agents anticipate intentions and coordinate entire workflows. For example, you retrieve information, summarize options, perform actions, and complete tasks.

This is not just a consumer trend; interaction models in all industries are currently changing.

The release of SAP Customer Experience (SAP CX) for the fourth quarter of 2025 further advances this transformation with new out-of-the-box agents. Designed specifically for customer service, these agents offer the ability to easily create custom agents using Joule Studio. Additionally, AI capabilities such as predictive segmentation and AI-powered reporting accelerate planning and decision-making processes – essential catalysts for future-ready businesses.

With WalkMe Premium, now available across all SAP CX applications, teams can refresh and improve their skills with contextual support. SAP Customer Loyalty Management also takes new interaction models to the next level to help companies strengthen relationships with their customers and drive long-term growth.

Find out more about the highlights from the fourth quarter 2025 release here.

SAP offers customer experience applications, data and AI in a solution based on the SAP Business Technology Platform. Whether it’s solving a problem or managing inventory, CX applications connected to SAP ERP ensure smooth processes. AI agents go one step further, as they are directly integrated into core processes and draw conclusions and carry out actions on this basis – thus bringing clarity to complex issues. One of the most important areas of application is customer support.

• Digital Services Agents: They provide instant and accurate self-service capabilities by providing knowledge to customers. They route common requests, solve complex questions with AI, and seamlessly escalate to human specialist teams when necessary. In this way, they reduce the workload in contact centers and at the same time improve customer satisfaction.

  Agents for digital services can be included Agents for purchases combine, creating conversational AI that covers the entire process – from product search to transactions to customer service. Customers can ask questions, get answers and complete their purchases in a single, seamless interaction. Together, these agents enable agentic commerce and intelligent service that strengthens customer relationships and delivers outstanding interactions.

• Joule Studio, agent builder: For quickly, conveniently building custom, out-of-the-box AI agents for SAP Customer Experience Cloud applications. Joule Studio, part of SAP Buildprovides developers with a powerful low-code/no-code environment to build, deploy, and seamlessly connect AI agents to Joule, SAP CX apps, and third-party systems. These agents can retrieve information, complete tasks, and perform autonomous actions based on enterprise data from SAP CX, SAP Knowledge Graph, and non-SAP systems.

  For example, a sales assistant can be created that instantly retrieves historical purchasing records, analyzes purchasing patterns, and recommends the most relevant products or offers. This helps sales teams increase conversion rates and shorten sales cycles. Find out how you Activate Joule Studio and start building, testing and deploying AI agents can begin.

Improve the knowledge and skills of the workforce with AI support

AI is no longer optional, but rather the engine for smarter, faster customer engagement. As digital experiences continue to raise the bar, customers expect speed, personalization and simplicity in every interaction. Meeting these expectations requires more than just automation. Specifically, this requires AI-supported insights and skills that are scalable across the entire company.

• AI-powered report builder: Easily generate customized reports and comparisons in SAP Emarsys and gain instant insight into campaigns and customers.

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• Generative AI summary for utility consumption: Service agents can quickly find out important consumption trends for a building in SAP Service Cloud. With AI-generated summaries of consumption charts, agents can immediately identify usage fluctuations, anomalies and important patterns, helping utility customers with faster solutions.
• Volume pipeline manager: Provides functionality to check the overall health of the sales pipeline in SAP Sales Cloud and view opportunities based on quantity and probability score values.
• Configuring promotional and customer plans:In SAP Revenue Growth Management Customers can configure different types of promotional and customer plans. This allows you to define scope, stages, expenses and baseline management, allowing you to plan flexibly and support future indirect promotions.

• Customer interaction events: SAP Emarsys ingests events received from external data sources, further improving segmentation and personalization throughout the customer relationship.
• Predictive segmentation with AI for mobile push notifications (Pilot application): Customers can use AI predictive segmentation in SAP Emarsys to reach audiences most likely to engage based on their behavior, status, or channel preference.

Permanent connections with SAP Customer Loyalty Management

Customer loyalty is not just a metric, but a long-term growth strategy. As expectations rise, companies need solutions that can create meaningful, lasting relationships. SAP Customer Loyalty Management helps companies offer their customers personalized interactions, reward their trust and strengthen customer loyalty at every touchpoint. In this way, everyday interactions become lasting connections.

• SAP Customer Loyaltymanagement: Provides companies with AI-powered insights to capture and unify customer data into a dynamic, cloud-based customer loyalty profile. These profiles provide detailed insights into individual motivations and enable smarter segmentation and targeted marketing campaigns. From managing global programs on a unified platform to forming strategic alliances and scaling initiatives for greater impact, SAP helps turn customer loyalty into a measurable, powerful engine for sustainable relationships and long-term success. SAP Customer Loyalty Management offers integration options for SAP Service Cloud and SAP S/4HANA Cloud Private Edition to accelerate transformation.