SAP and Google Cloud have expanded their strategic partnership to introduce a new agentic commerce architecture designed to automate marketing, customer engagement, and retail operations at enterprise scale. The initiative aims to help businesses move beyond fragmented customer experiences by connecting data, AI, commerce, and marketing systems through autonomous AI agents.
The announcement comes as SAP research reveals that 78% of businesses consider AI essential for customer retention in 2026. However, fewer than 40% of organizations currently share customer data effectively across customer experience and CRM platforms, creating operational silos that limit the effectiveness of AI-driven initiatives.
To address this challenge, SAP and Google Cloud have developed an integrated architecture that allows AI agents to access and act on real-time customer, inventory, and engagement data. At the center of the solution is SAP Commerce Cloud’s adoption of the Universal Commerce Protocol (UCP), an open framework that standardizes communication between retailers, payment providers, commerce platforms, and autonomous AI systems.
The protocol enables AI agents to independently manage key stages of the customer journey, including product discovery, inventory verification, cart management, payment processing, and post-purchase support. By eliminating the need for custom integrations, businesses can accelerate deployment of AI-powered commerce experiences while reducing implementation costs.
A major component of the partnership involves deeper integration with Google Gemini. SAP plans to work with Google to ensure merchant products can be surfaced directly within Gemini-powered experiences and Google Search’s AI-driven interfaces. Consumers will be able to interact with AI assistants through chat, voice, and text while backend systems automatically coordinate inventory availability, pricing, and order fulfillment.
SAP Commerce Cloud will also introduce an AI-powered Shopping Assistant built on Gemini models. The assistant will use real-time behavioral signals, customer preferences, inventory levels, and marketing data to generate highly personalized product recommendations and shopping experiences. Importantly, recommendations will be validated against live inventory data, helping retailers avoid promoting products that are unavailable.
The companies are also enhancing marketing automation through SAP Engagement Cloud and Google BigQuery. Using bidirectional, zero-copy data integration, organizations can combine customer transaction histories, engagement records, and behavioral insights with external signals such as weather, location, and advertising performance. Autonomous AI agents can then create, personalize, and optimize customer interactions throughout the marketing lifecycle.
Google’s Gemini models will play a key role in content generation, enabling businesses to automatically produce localized marketing messages, images, and campaign variations. Campaign performance data will continuously feed back into the system, allowing AI agents to refine messaging and improve engagement without requiring manual intervention.
The new architecture also supports Google’s Rich Communication Services (RCS), enabling brands to deliver more interactive and immersive customer communications. Rather than relying on static marketing campaigns, organizations can use AI agents to dynamically adjust content based on customer responses and real-time business conditions.
According to SAP and Google Cloud, the long-term vision is to create a commerce environment where consumers can express purchasing intent through conversational interfaces, while autonomous AI agents handle the entire transaction process behind the scenes. Despite transactions occurring through third-party AI platforms, retailers will maintain ownership of customer relationships and gain access to valuable engagement data that can be used to improve future interactions.
The partnership represents one of the most significant deployments of agentic commerce to date and highlights how enterprises are increasingly adopting autonomous AI agents to streamline operations, personalize customer experiences, and drive business growth. As AI moves from experimentation to execution, integrated agentic architectures are expected to play a central role in the future of digital commerce.
