SAP Watch posted an update
SAP says IDC has named it a leader in the 2026 MarketScape for agentic marketing aimed at business-to-consumer enterprises. The company links its approach to combining AI with enterprise data and marketing tools, including Joule Agents and SAP Engagement Cloud.
Why it mattersSAP also cites its 2026 Global Customer Loyalty Index: 33% of consumers surveyed said they trust AI assistants to complete purchases, while 31% said interactions with them make them more loyal to a brand. Those figures offer a glimpse of consumer sentiment, not proof that agent-led shopping is already a settled habit.
Discuss: In marketing, should a company’s own survey and analyst recognition be enough to move AI shopping from experiment to strategy?
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