Growth, simplification, and artificial intelligence (AI) are no longer optional. That is the unmistakable signal from SAP’s Global Business Priorities Study, which surveyed nearly 12,000 executives across 20 markets and 31 industries. The results capture both urgency and possibility.

Across the world, 95 percent of companies say growth is a priority for the year ahead. Their top focus areas—including expanding market presence, broadening distribution through partners, and scaling operations—speak to leaders’ determination to create value in a climate of uncertainty and change.

In my engagements with customers, I see this reality every day. Companies everywhere want to grow, but they want to grow with confidence. They are looking for partners who understand their unique challenges, who support them with their long-term ambitions, and who can help them keep pace with rapid change.

Technology is central to this ambition. Nearly all respondents in the study rank simplifying work and improving processes alongside growth. Here, artificial intelligence stands out. Nine in 10 organizations have already made generative or agent-based AI a priority, and more than 70 percent have some form of AI in use. While concerns about data quality and talent remain, the message is clear: AI has moved beyond experimentation into the mainstream of how companies operate and unleash value.

From Frankfurt to Dubai to Singapore: How regional differences shape opportunities and risks

Regional differences tell a powerful story. In Europe, AI adoption comes with caution. Large enterprises put compliance, privacy, and transparency first, while many mid-market firms are still piloting solutions. In Asia-Pacific, the pace is different. Mid-market companies there already report strong AI use above global averages, and growth expectations run high. For them, AI is a way to seize advantage quickly in a fast-moving market.

These contrasts show why cultural intelligence matters so much for global leaders. Whether in Frankfurt, Singapore, or Dubai, I see how local realities, regulations, and expectations shape both risks and opportunities. In Europe, energy costs and geopolitical uncertainty drive supply chain strategies. In Asia-Pacific, digital adoption and market dynamism set a different pace.

Sustainability is another area where nuance matters. European companies place it near the top of their priorities, tracking or slightly exceeding global benchmarks. Asia-Pacific firms value sustainability but often rank it lower than growth and speed to market. Each is weighing trade-offs in its own context, creating exciting opportunities for SAP to bring the most relevant technology, data, and practices to each region to help organizations achieve both economic and environmental goals.

The through-line in all of this is agility. Supply chain fragility, geopolitical conflict, inflation, and regulation continue to test even the best-run organizations. Technology can enable agility, but only if leaders embrace change themselves, rethinking processes, investing in skills, and building cultures of continuous learning and exploration. Security and ethical standards must also be the cornerstones of every AI conversation.

Turning AI potential into outcomes by centering value creation and integration

I believe this is a time for grounded optimism. The appetite for growth is real and the technology to achieve it is more advanced than ever. Innovation is accelerating at an extraordinary pace, with daily breakthroughs showcasing the expanding potential of AI.

There is a recent example that demonstrates AI’s ability to process multi-step tasks for over 30 hours. This achievement highlights not only the rapid evolution of AI, but also how increasingly accessible and capable these technologies are becoming.

However, as AI systems grow more autonomous and context-aware, organizations must recognize that true value doesn’t come from raw capability alone. To harness AI effectively, especially in enterprise environments, a consistent semantic layer is essential. It ensures alignment among data, tasks, and outcomes, enabling AI to reason reliably across systems and scale impact without losing coherence.

Companies must also move beyond simply adopting AI to actively testing and refining applications to gain a significant advantage. Equally important is a deliberate approach to managing the human element of a transformation, rooted in structured and human-centric change management.

Realizing AI’s true promise requires a fundamental shift in how people, applications, and data connect. Success relies on deeply connecting every part of an organization’s business, delivering end-to-end transformational value. A seamless, integrated suite provides insight and agility, whether responding to a problem or ensuring readiness when opportunity knocks.

This is where SAP Business Suite is a game changer, integrating applications, data, and AI in a virtuous cycle that delivers tangible business outcomes. At our inaugural SAP Connect event earlier in October, we showcased new applications, strategic data partnerships with Google Cloud and Databricks, and a new network of role-based AI assistants in Joule across every line of business.

Altogether, our continuous innovation marks the beginning of a new era powered by self-reinforcing AI, data, and applications. By keeping customer needs and value realization at the center and leading with innovation, businesses can not only navigate uncertainty, but build a more resilient, intelligent, and sustainable future.

Manos Raptopoulos is chief revenue officer of APAC, EMEA, and MEE, and a member of the Extended Board of SAP SE.

In today’s fast-paced business world, suppliers often face significant challenges growing their business. The process can be time-consuming, expensive, and fraught with obstacles.

SAP’s game-changing solution, SAP Business Network, promote subscription, is now available globally to help suppliers overcome these hurdles.

This innovative commercial offering is designed to amplify a supplier’s discoverability and provide a comprehensive suite of value-added features. The promote subscription empowers suppliers to differentiate themselves on SAP Business Network, attract new customers, and ultimately grow their business in ways previously unimaginable.

Building trust, streamlining procurement

At the heart of this new offering is the understanding that trust is paramount in any new business relationship. Suppliers that opt for the promote subscription can verify their company details, establishing a solid foundation of trust for buyers seeking new sources of supply. This verification process not only enhances credibility, but also sets the stage for more meaningful and productive business interactions.

The promote subscription goes beyond traditional supplier discovery methods by seamlessly integrating with buyers’ SAP procurement applications. This integration enhances and simplifies the entire procurement process, creating a more streamlined and efficient experience for all parties involved. Moreover, the subscription leverages leading technology, including two generative AI features, to take supplier visibility and effectiveness to new heights.

Key features

Let’s delve into some of the features that make the promote subscription standout in the world of B2B commerce.

• Verified status and profile badge: Subscribers gain a competitive edge by showcasing a verified badge on their company profile within SAP Business Network. This badge appears in search results and SAP procurement applications, such as SAP Ariba Sourcing and SAP Ariba Supplier Management, instantly boosting credibility and attractiveness to potential buyers.
• Dedicated insights and analytics: The subscription provides suppliers with powerful tools to enhance their catalog performance. Through contextual calls to action, suppliers can leverage keyword recommendations, track profile traffic, and gain insights into the types of buyers viewing their company. This data-driven approach allows suppliers to increase their visibility in search results by taking actions, such as verifying their profile with targeted keywords and sustainability ratings.
• Enhanced network catalog tools: Promote subscribers can effortlessly respond to inquiries, receive new orders, and upload their full suite of products and services onto the SAP Business Network catalog. This comprehensive catalog becomes searchable by SAP buyers, dramatically increasing exposure. Additionally, subscribers gain access to generative AI for enhancing product descriptions and summaries, as well as open APIs for automatic loading and maintenance of network catalogs.
• Match and respond to qualified leads: The subscription enables suppliers to match with leads from SAP Business Network Discovery, SAP’s intelligent matchmaking solution. Suppliers can swiftly respond to requests for information by using generative AI to create their responses. They can also track performance with new discovery insights and take advantage of contextual calls to action, such as updating recommended keywords for better matching.

Revolutionizing supplier-buyer connections

The global availability of the promote subscription represents a significant leap forward in SAP’s commitment to fostering meaningful connections between suppliers and buyers. With this offering, SAP is improving the procurement process by leveraging generative AI to enhance supplier profiles and product descriptions. This provides valuable insights and analytics while creating a trusted environment where verified suppliers can showcase their offerings to potential buyers.

With millions of companies conducting more than $6.3 trillion in commerce annually on SAP Business Network, the promote subscription presents a substantial opportunity for suppliers worldwide to accelerate growth and expand their reach. As of now, all suppliers can easily access the new network storefront and add the promote subscription to their account with the simple click of a button. This annual subscription empowers suppliers with enhanced visibility and tools to boost their presence on SAP Business Network, regardless of their geographical location.

By simplifying complex processes, leveraging AI technology, and providing crucial insights, we’re not just facilitating transactions — we’re fostering lasting business relationships on a global scale. As we continue to fuel the largest B2B network in the world, we invite suppliers to join us in this exciting new chapter of digital commerce, where opportunities are boundless and success is within reach for businesses of all sizes.

Val Blatt is chief revenue officer for SAP Supply Chain Management.