SAP and Google Cloud deploy agentic commerce architecture

SAP and Google Cloud are deploying agentic commerce architecture to automate multi-agent marketing and retail operations at enterprise scale.

SAP research indicates 78 percent of businesses consider AI essential for retaining customers in 2026. However, the same data reveals fewer than two in five companies share customer data across customer experience (37%) or CRM (39%) platforms. 

Addressing this structural data failure requires direct infrastructure intervention. SAP and Google Cloud expanded their partnership to build an agentic customer experience architecture, connecting data, AI, engagement, and commerce operations.

The deployment relies on restructuring how AI interacts with backend commercial platforms. Most digital commerce infrastructures rely on fragmented APIs. SAP Commerce Cloud adopts the Universal Commerce Protocol to standardise data exchange among retailers, payment gateways, and autonomous agents. This framework allows software to independently execute the full retail sequence, spanning initial search, transaction processing, and post-sale resoluti...