New analysis displays 76% of UAE companies plan to spend money on AI-powered buyer engagement in 2026
April 1, 2026 — SAP SE (NYSE: SAP) introduced that the SAP Emarsys resolution has been renamed to SAP Engagement Cloud reflecting SAP’s approach to make engagement a core endeavor capacity around the SAP portfolio.
SAP is known within the 2026 Gartner® Magic Quadrant™ for Personalization Engines. SAP Engagement Cloud now brings SAP’s depended on endeavor spine to the client enjoy, enabling organizations to attach buyer perception and operational execution in actual time. It builds on market-leading personalization functions.
SAP Engagement Cloud additionally accommodates AI‑enabled perception to improve accountable, environment friendly scaling of personalised engagement.
The announcement is supported through new information within the SAP UAE Engagement Index Record highlighting the rising power on organizations to near the client engagement hole. Whilst 74% of UAE companies imagine they’re handing over seamless studies, 66% of customers document frustration with being handed between groups to get to the bottom of a unmarried factor. On the identical time, 76% of companies plan to spend money on AI-powered buyer engagement in 2026, and 74% see AI as crucial to preserving consumers. On the other hand, 47% of customers say organizations are nonetheless too gradual to make use of information in ways in which ship significant price, underscoring the wish to higher attach perception with execution.
As a part of this evolution, SAP additionally introduced SAP Engagement Cloud, endeavor version, which supplies complicated management, governance, and content material and data-control functions for organizations running‑ throughout a couple of manufacturers, areas, and groups.
“This approach helps organizations maintain consistency, compliance, and brand standards globally, which is increasingly important in an age of AI decision-making and automation, while also staying responsive to local needs,” mentioned Joanna Milliken, Head of SAP Engagement Cloud.
As an example this, organizations running dozens of manufacturers and regional groups can arrange engagement roles, permissions, and information centrally whilst permitting native groups to execute the related interactions. When stock ranges, achievement delays, or provider disruptions happen, engagement can adapt with out handbook coordination throughout disconnected methods.
“Businesses across the region are investing in customer experience, but the data shows that investment alone is not enough,” mentioned Marwan Zeineddine, Managing Director, SAP UAE. “Organizations require solutions that connect insight with action in real time, at scale, and without friction. As AI becomes more autonomous, with agentic capabilities enabling systems to act on data and adapt in the moment, SAP Engagement Cloud supports organizations in delivering consistent, personalized experiences while maintaining the governance and control required for enterprise operations.”
Present functions of the SAP Emarsys resolution stay to be had inside SAP Engagement Cloud. Consumers can undertake new functions incrementally, in accordance with their priorities and readiness. SAP Engagement Cloud, endeavor version, is to be had now, with further inventions delivered thru SAP’s innovation highway map.
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