Thousands of marketers and CX leaders are heading to Sapphire in Orlando and Madrid this May to join SAP leaders and industry peers for the reveal of a reimagined Joule experience — and our bold new vision for how businesses will run from now on. SAP Engagement Cloud will share exciting innovations and give attendees a front-row seat to how agentic AI is reshaping customer engagement across every channel.
Closing the engagement divide
At Sapphire, you'll hear speakers reference the Engagement Divide — the growing gap between what customers expect and what brands can actually deliver. Research from the 2026 Global Engagement Index Report shows this divide is widening at an unprecedented pace, and AI is compounding it faster than most organizations realize.
The numbers are stark: only 22% of brands recognise they have a problem creating seamless experiences, yet 82% of consumers are dissatisfied with brands. The leading cause? 78% of brands say they cannot manage campaigns with real-time AI optimisation to personalise at scale. This isn't just a marketing problem — it's a fundamental, business-wide challenge.
This year, SAP Engagement Cloud will showcase how B2B and B2C organisations can close this divide by building a foundation that keeps pace with AI and rising consumer demand.
Show floor: a unified customer engine
Head to the demo pods to see the engagement transformation live. The SAP Customer Experience portfolio uses agentic AI to unify customer and operational data, personalise engagement across channels, adapt loyalty programmes in real time, and turn interactions into advocacy.
Orlando – Pod CXP2457 — Marketing and Engagement
Madrid – Pod CXP1461 — Marketing and Engagement
Must-attend sessions
Sapphire Orlando
Sapphire Madrid
Frequently asked questions
I'm not a marketer — are these sessions still relevant for me?
Yes! The suggested sessions are perfect for someone in IT or commerce-related roles as well.
In what sessions will I get to see a demo?
You'll see SAP Engagement Cloud demos at the show floor demo pods: CXP2457 in Orlando and CXP1461 in Madrid, both in the Marketing and Engagement zone. Demos cover unifying customer and operational data with agentic AI to personalise engagement, adapt loyalty programmes in real time, and drive scalable growth.
What product innovations will be showcased at Sapphire?
There will be a reveal of a reimagined Joule experience and our bold new vision for how businesses will run from now on.
I can't attend in person — is any content available virtually?
Yes! Join us May 12–13 at SAP Sapphire Virtual for keynotes, strategy talks, ask the experts, solution deep dives, and road map reviews.
