SAP renames SAP Emarsys Solution to SAP Engagement Cloud

SAP SE have renamed its SAP Emarsys solution to SAP Engagement Cloud. The company says this reflects SAP’s strategy to make engagement a core enterprise capability across the SAP portfolio. SAP Engagement Cloud now brings SAP’s trusted enterprise backbone to the customer experience. This will enable organisations to connect customer insight and operational execution in real time.

It builds on market-leading personalisation capabilities. SAP Engagement Cloud also incorporates AI-enabled insight to support responsible, efficient scaling of personalised engagement.

As part of this evolution, SAP also announced SAP Engagement Cloud, enterprise edition. This provides advanced administration, governance, and content and data control capabilities for organisations operating across multiple brands, regions, and teams.

“This approach helps organisations 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,” said Joanna Milliken, Head of SAP

Engagement Cloud

For example, a global consumer goods company operating dozens of brands and regional teams can manage engagement roles, permissions, and data centrally. At the same time, allow local teams to execute the relevant interactions.

When inventory levels, fulfilment delays, or service disruptions occur, engagement can adapt without manual coordination across disconnected systems.

“Succeeding in today’s environment requires consistency, compliance, and brand stewardship globally, while still empowering local teams to respond to customer needs in the moment,” says Milliken. “This is exactly what SAP Engagement Cloud is built to help organizations achieve,” she adds.

What’s new

SAP Engagement Cloud introduces new enterprise-grade capabilities that complement the existing SAP Emarsys feature set, including:

• Centralised administration and permission management for distributed teams.
• Enhanced governance for content, data usage, and brand accuracy.
• Realtime engagement that connects operational signals (inventory, service disruptions, logistics) with outbound communication.
• An optional enterprise edition for advanced control frameworks and multi-brand coordination.

Existing capabilities of the SAP Emarsys solution remain available within SAP Engagement Cloud. Customers can adopt new capabilities incrementally, based on their priorities and readiness. SAP Engagement Cloud says its enterprise edition will be developing additional innovations through SAP’s innovation road map.

Enterprise Times: What this means for businesses.

The rebranding of SAP Emarsys to SAP Engagement Cloud marks an interesting step in SAP’s commitment to making engagement a central capability across its enterprise offerings. The solution will be expected to provide businesses with a powerful, flexible platform for managing customer engagement at scale.

It delivers the tools needed to maintain global consistency and compliance, leverage AI-driven personalisation, and respond dynamically to both customer and operational changes—all while enabling incremental adoption and innovation. This positions organisations to thrive in an increasingly automated and customer-centric business landscape.

Enterprises, irrespective of size, sector, or geography, must be totally customer-centric. Key stakeholders in businesses, IT, sales, service, operations and other business partners must work more collaboratively. This will be the most effective way to achieve the highly personalised engagement that customers increasingly demand.

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