SAP and Google Cloud deploy agentic commerce architecture

SAP and Google Cloud are rolling out an agentic commerce architecture designed to automate parts of marketing and retail operations for large enterprises. The companies say the approach connects data, AI, engagement, and commerce systems so agents can work across the shopping lifecycle. According to SAP research cited in the article, many businesses see AI as important for customer retention, but customer data remains fragmented across experience and CRM platforms. The new architecture is meant to address that gap by linking SAP Commerce Cloud, SAP Engagement Cloud, Google BigQuery, and Google Gemini capabilities. The system uses the Universal Commerce Protocol to standardize interactions among retailers, payment systems, and autonomous agents. SAP says this could let AI tools handle tasks such as product discovery, inventory checks, cart management, and payment processing while preserving retailer control over customer relationships and consented data.