Customer expectations are evolving rapidly, and businesses must adapt to meet these dynamic demands. Today’s customers seek personalized, seamless experiences across multiple channels, valuing convenience, speed, and responsiveness. The growing power of generative artificial intelligence (GenAI) is revolutionizing industries, giving service providers a competitive edge. SAP is at the forefront of this transformation, revamping its customer experience (CX) portfolio with new generative AI capabilities.
SAP’s updates include preconfigured AI agents within the SAP CX AI Toolkit and automation of routine tasks with role-based AI tools. It also includes AI-driven product tag and catalog reviews, intelligent question-and-answer (Q&A) systems that analyze customer emails to highlight key inquiries, and AI-powered risk-based authentication for improved security.
SAP CX AI Toolkit: A New Era of AI-driven Customer Experience
In 2024, SAP launched the SAP CX AI Toolkit, a comprehensive suite of AI-powered tools. The toolkit is designed to automate repetitive tasks and accelerate enterprise-wide data analysis. It is accessible through a standalone application and Joule, SAP’s GenAI assistant, making its capabilities widely available.
One of the key features of the SAP CX AI Toolkit is its secure AI layer, which ensures reliable data extraction from SAP CX sources. Additionally, it provides a usage-based pricing model, eliminating the need for traditional license-based shelfware and helping businesses avoid unnecessary costs.
What’s New in 2025?
SAP has expanded the CX AI Toolkit with preconfigured AI agents, making AI-powered automation more accessible. The new case classification agent streamlines issue identification and routing while the knowledge creation agent transforms case resolutions into knowledge base content. The Q&A agent enables natural language queries for instant, sourced answers.
Other key additions include a product image designer, a custom AI tool builder, and an intelligent Q&A system with custom data sources. It also includes AI-powered content generation in multiple languages, enhanced image analysis for product attributes, Representational State Transfer Application Programming Interface (REST API) integration, and multi-catalog commerce support.
Upcoming Features in SAP CX AI Toolkit
In the second quarter of 2025, new features of SAP CX AI Toolkit will include a translation AI agent for product content, a shopping assistant with Add-to-Cart functionality, and CRM ingestion controls for managing AI data pipelines. SAP will also introduce role-based access controls, AI tool builder data integration, and commerce smart actions to improve customization. Custom AI agents will be able to send automated emails and make API calls to create records in SAP and external applications.
In the third quarter, SAP CX AI toolkit will be able to generate AI insight cards based on commerce data, will provide the administrator control over the quantities and types of records ingested by the AI pipelines, will have increased flexibility to set more granular user-level access controls and will be able to combine data from multiple CX products.
Other SAP CX Innovations
SAP has launched a new loyalty management solution to help businesses build stronger customer relationships with personalized, real-time offers. In March 2025, the AI shopping assistant will become widely available to SAP Commerce Cloud customers.. Since first half of 2025, SAP AI Shopping assistant is generally available. This smart assistant, integrated with the SAP CX AI Toolkit, enhances the AI features of SAP Commerce Cloud, revolutionizing online shopping by enabling natural language interactions that assist customers in swiftly locating their desired products. SAP has also introduced, the Commerce Cloud Open Payment Framework, providing a seamless way to manage payments. It allows customers the flexibility to choose their preferred payment methods without needing to develop integrations themselves.
Partnerships Powering SAP CX Advancements
SAP has formed key partnerships to enhance its CX portfolio. ChannelEngine has integrated with SAP’s Order Management solution for AI-driven marketplace sales to activate new sales channels and reach international markets, while the Coveo AI search and recommendation application simplifies product discovery within SAP Commerce Cloud and SAP Service Cloud. The collaboration with Gainsight strengthens SAP Sales Cloud with AI-powered customer success and workflow automation.
In 2024-25, SAP CX added major clients, including Bosch, which uses the case classification agent in SAP Service Cloud to automate ticket routing. BSH Home Appliances, part of Bosch, uses the OneConsumer platform to manage consumer data efficiently. Cerrad Group has improved its operations with SAP CX and SAP Commerce Cloud. The San Jose Sharks hockey team benefits from SAP Emarsys and SAP Sales Cloud, while Prama Hikvision enhances customer experience through SAP Sales Cloud and Calida AG improves global sales data management with SAP Customer Checkout across 80 countries.
Final Thoughts
The SAP CX portfolio continues to redefine customer interactions across multiple touchpoints, including commerce, data management, marketing, sales, and customer service. With the power of AI-driven automation and personalized engagement, SAP CX is helping businesses differentiate themselves in an increasingly competitive landscape.
