SAP updates commerce data strategy for AI personalization

SAP has outlined an approach to align fragmented commerce data so enterprises can use AI more effectively for personalization at the point of execution. The company’s Advanced Success Plan for SAP Customer Experience is designed to help organizations connect data, decisioning, and delivery across storefront, marketing, and loyalty systems. The plan focuses on unifying customer profiles with consentaware realtime data from purchases, browsing activity, service interactions, and loyalty records. SAP says this data foundation is needed for AI systems to recommend products, choose offers, and time communications more accurately while allowing human oversight where needed. SAP Commerce Cloud and SAP Engagement Cloud are positioned as the main tools for this workflow, with recommendations, sendtime optimization, and crosschannel campaign orchestration intended to work from a shared data layer. The company says the effort is meant to improve conversion, engagement, and order value through more coordinated automation and governance.