New analysis reveals 76% of UAE companies plan to put money into 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 technique to make engagement a core enterprise functionality throughout the SAP portfolio.
SAP is acknowledged within the 2026 Gartner® Magic Quadrant™ for Personalization Engines. SAP Engagement Cloud now brings SAP’s trusted enterprise spine to the shopper expertise, enabling organizations to attach buyer perception and operational execution in actual time. It builds on market-leading personalization capabilities.
SAP Engagement Cloud additionally incorporates AI‑enabled perception to assist accountable, environment friendly scaling of personalised engagement.
The announcement is supported by new knowledge within the SAP UAE Engagement Index Report highlighting the rising stress on organizations to shut the shopper engagement hole. Whereas 74% of UAE companies consider they’re delivering seamless experiences, 66% of shoppers report frustration with being handed between groups to resolve a single difficulty. On the similar time, 76% of companies plan to put money into AI-powered buyer engagement in 2026, and 74% see AI as important to retaining prospects. Nonetheless, 47% of shoppers say organizations are nonetheless too sluggish to make use of knowledge in ways in which ship significant worth, underscoring the necessity to higher join perception with execution.
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As a part of this evolution, SAP additionally introduced SAP Engagement Cloud, enterprise version, which gives superior administration, governance, and content material and data-control capabilities for organizations working‑ throughout a number 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 instance this, organizations working dozens of manufacturers and regional groups can handle engagement roles, permissions, and knowledge centrally whereas permitting native groups to execute the related interactions. When stock ranges, achievement delays, or service disruptions happen, engagement can adapt with out guide coordination throughout disconnected methods.
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“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.”
Current capabilities of the SAP Emarsys resolution stay accessible inside SAP Engagement Cloud. Clients can undertake new capabilities incrementally, based mostly on their priorities and readiness. SAP Engagement Cloud, enterprise version, is on the market now, with extra improvements delivered by SAP’s innovation street map.
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