Scaling AI with Ericsson and Joule | SAP Sapphire Madrid 2026

See how Ericsson is scaling AI with Joule, SAP Business Data Cloud, and a problem-first approach to transformation.

At SAP Sapphire Madrid 2026, Esra Kocatürk Norell, Vice President, Customer Experience, Enterprise IT at Ericsson, shares how AI is becoming central to both Ericsson’s technology road map and the way the company runs day to day. Esra from Ericsson joins SAP’s Manos to discuss the company’s 150-year history of innovation, its vision for limitless connectivity, and how AI, cloud, and advanced mobile networks are coming together to power the next wave of digitalization.

The conversation explores Ericsson’s approach to scaling AI: start with real business pain points, prioritize measurable outcomes, and apply AI where it can make a meaningful difference. Ericsson also shares how it has moved beyond isolated pilots, reaching 85,000 active live users on unified Joule through strong executive sponsorship, governance, and a clear focus on scalable use cases.

Ericsson also explains why data is foundational to AI at scale. With a business data fabric powered by SAP Business Data Cloud, Ericsson can define business meaning, manage access rules, and build reusable governed data products across AI, analytics, and applications. The discussion also covers Ericsson’s modernization with RISE with SAP, clean-core extensions on SAP Business Technology Platform, and co-innovation with SAP in human capital management.

Chapters:
00:00 – Welcome to SAP Sapphire Madrid
00:36 – Ericsson’s 150-year innovation journey
01:20 – AI, cloud, and advanced mobile networks
02:32 – A problem-centric approach to AI
03:17 – Scaling beyond isolated pilots
03:52 – Why AI at scale becomes a data challenge
04:18 – SAP Business Data Cloud and business data fabric
05:21 – Modernization with RISE with SAP
05:54 – Innovating and transforming with data and AI
06:27 – Co-innovation in human capital management
07:06 – Creating new ways of working with AI

Watch the full Customer Success Keynote. 👉 https://sap.to/6052B8Gphy
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As a global leader in enterprise applications and business AI, SAP stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit: https://sap.to/6053B8GphT

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Interact with AI Agents in Joule | SAP Sapphire Madrid 2026

See how Joule helps people work with AI agents, apply judgment, and keep business-critical decisions moving.

At SAP Sapphire Madrid 2026, Philipp Herzig, Chief Technology Officer at SAP, demonstrates how teams can interact with AI agents in Joule when business exceptions require human judgment. After building a Sales Order Rescue Agent, the demo shows how the agent identifies a high-value sales order at risk due to a delivery delay that could trigger an SLA penalty.

Rather than automatically making a costly decision, the agent brings the exception back to the user. Through the new voice mode, the user can review the recommendation, weigh the impact on customer satisfaction, consider compliance, and decide whether to switch the shipment to airfreight.

The demo also shows how Joule can capture business context from that interaction. Once the user approves the decision, the agent speeds up the shipment and adds a new rule for comparable top-tier customer cases, helping reduce future interruptions while keeping people in control of critical decisions.

Watch the full Global Keynote: https://youtu.be/CocpyxAizwE?si=gDW8cldI-Xo1eq9k
Learn more about SAP Joule:
https://sap.to/6052B8DOb2

About SAP:
As a global leader in enterprise applications and business AI, SAP stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit: https://sap.to/6056B8DObA

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Martur Fompak International Boosts Throughput and Efficiency with Intelligent Robotics Enabled by Joule and Embodied AI

MADRID SAP SE (NYSE: SAP) today announced that Martur Fompak International, a global leader in automotive seating and interior systems, has successfully deployed an autonomous intralogistics model enabled by the Joule solution and embodied AI capabilities from SAP—marking a significant milestone in the company’s journey toward intelligent, AI-driven manufacturing operations.

SAP Sapphire in 2026: Advancing the Autonomous Enterprise

In an industry rapidly shifting toward AI-powered operations, Martur Fompak International saw an opportunity to reimagine its material flow through the strategic implementation of technology. Building on the efficient, people-driven processes it already had in place, the company partnered with SAP and Humanoid—a UK-based robotics and AI company—to explore how integrating embodied AI–powered robotics could redefine material flow across its automotive manufacturing environment. Using Joule and embodied AI capabilities from SAP, Martur Fompak International now connects production signals and business context directly to autonomous execution, creating a context-aware automation system that prioritizes, picks and delivers materials while adapting in real time to changing business conditions.

Built on SAP S/4HANA and enabled by the SAP Extended Warehouse Management application, the solution enriches humanoid robots with real-time knowledge of tasks, attributes and exception handling. Guided by material data, storage locations, sequencing and production priorities provided via embodied AI, humanoid robots execute material flows across a live automotive manufacturing environment—identifying, transporting and delivering materials to the line while continuously confirming back into SAP solutions. Together with autonomous mobile robots (AMRs), the company has created a fully automated, scalable material flow that boosts throughput, improves accuracy and reduces reliance on manual coordination. By assigning repetitive, non-value-adding and physically demanding tasks to robots, Martur Fompak International is enabling its people to focus on safer, more meaningful and higher-value work that drives productivity and innovation.

“Our humanoid robot collaborates with digital production systems to ensure seamless coordination across order management, logistics and production, enabling scalable AI adoption and improving efficiency, consistency and operational resilience,” said Özlem Altınışık, Group Intelligent Technologies Director at Martur Fompak International. “The deployment of our humanoid solution, powered by an embodied AI layer and enabled through the Joule Studio solution, proves that combining cognitive autonomy with physical automation can transform execution, accelerate decisions and scale intelligent enterprise capabilities across the organization.”

“Martur Fompak International exemplifies what it means to turn AI ambition into real business value on the shop floor,” said Emmanuel Raptopoulos, Chief Revenue Officer, EMEA, MEE and APAC, SAP SE. “By embedding SAP Business AI directly into their physical operations, they are not only boosting throughput and operational resilience—they are setting a new standard for what an intelligent, AI-first factory looks like. This is exactly the kind of end-to-end transformation that defines the future of manufacturing. We are proud to congratulate Martur Fompak International on being named the sole winner in the AI Excellence category at the 2026 SAP Innovation Awards—a testament to their boldness in turning intelligent enterprise vision into real-world impact.”

Early results show increased throughput, fewer errors and a scalable, AI-driven intralogistics model. A future target of up to five times greater work efficiency has been set for mass production, with work orders expected to be completed faster, more consistently and with greater precision across production flows. With 400 daily production line feeds and 100% SAP software–driven decision making already in place, Martur Fompak International is advancing beyond traditional automation, pioneering a scalable, intelligent factory that represents a new standard for the automotive industry.

Looking ahead, Martur Fompak International plans to further expand its autonomous operations across additional production lines, leveraging SAP Business Technology Platform to scale AI-driven workflows and integrations—supporting both operational efficiency goals and broader sustainability commitments.

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SAP Sapphire in 2026: Discover our bold new vision for how businesses will run from now on

Media Contact:
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This document contains forward-looking statements, which are predictions, projections, or other statements about future events. These statements are based on current expectations, forecasts, and assumptions that are subject to risks and uncertainties that could cause actual results and outcomes to materially differ. Additional information regarding these risks and uncertainties may be found in our filings with the Securities and Exchange Commission, including but not limited to the risk factors section of SAP’s 2025 Annual Report on Form 20-F.
© 2026 SAP SE. All rights reserved.
SAP and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP SE in Germany and other countries. Please see https://www.sap.com/copyright for additional trademark information and notices.

ICYMI: The Top Announcements from the #SAPSapphire Keynote Stage 💙 ✨

From the Autonomous Enterprise to new Joule innovations, here are the top announcements unveiled at #SAPSapphire 2026. ✨

✅ The Autonomous Enterprise
✅ Joule Work
✅ SAP Autonomous Suite
✅ Industry AI
✅ SAP Business AI Platform

Read all the news 👉https://sap.to/6051BBQkH1

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AI Is Raising the Bar for Customer Experience: SAP and Google Cloud Are Building What Comes Next

Imagine your customer opening your app after receiving a personalized email offer. They are expecting a seamless experience.

SAP and Google Cloud Expand Partnership to Deploy Multi-Agent AI

Instead, they immediately encounter friction. They’re asked to repeat information they’ve already shared across multiple channels and departments. Then they see an offer for the item they just purchased, rather than something similar or new. And when they encounter an issue down the line, customer support doesn’t recognize their history.

Micro moments like these do not feel minor to customers anymore. They feel inexcusable. Customer expectations have changed faster than most brands can keep up. Customers now assume brands know who they are, what they need, and what’s happening right now. And they expect brands to act on that knowledge instantly.

At the same time, businesses are embracing a new era of AI. Dubbed “agentic AI,” it represents a paradigm shift where AI doesn’t just analyze or recommend products, but increasingly plans, decides, and acts through a network of agents. This creates a massive opportunity for customer experience (CX) leaders today, in particular marketers, who, according to McKinsey, are leading in AI adoption amongst business functions. But it also raises the stakes.

Because when AI moves faster than your data, systems, and processes, it exposes everything that’s broken. That tension—between rising expectations and disconnected reality—is exactly what SAP and Google Cloud are addressing together.

How Bosch Enhances Digital Manufacturing Monitoring with SAP Cloud ALM

See how Bosch streamlines monitoring and boosts efficiency with SAP Cloud ALM.

Monitoring complex manufacturing processes can be challenging, but Bosch found a smarter way. In this video, discover how Bosch uses SAP Cloud ALM to tackle monitoring issues in SAP Digital Manufacturing, reduce workload, and accelerate production line go-lives.

Learn how Bosch improved alerting, integration, and exception monitoring, cutting workload by up to 50% and improving service and support response times. With SAP Cloud ALM, Bosch ensures visibility, automation, and readiness for future features like real user monitoring, empowering its digital manufacturing landscape.

Learn more about SAP Cloud ALM 👉https://support.sap.com/en/alm/sap-cloud-alm.html

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#SAP #DigitalManufacturing #CloudALM

Next‑Gen SAP Ariba Is Here: Building the Foundation for Intelligent Procurement

In October 2025, at SAP Connect, we introduced next‑gen SAP Ariba and outlined a major shift in how procurement technology must evolve to meet today’s realities. Today, that vision becomes real.

I’m pleased to announce that next‑gen SAP Ariba is now available, marking the next phase in SAP’s journey to reimagine source‑to‑pay for the age of AI. This milestone represents the transition from announcement to execution, bringing a fundamentally rebuilt platform into customers’ hands.

This milestone comes alongside strong industry recognition. SAP has been named a Leader in the 2026 Gartner® Magic Quadrant™ for Source‑to‑Pay Suites, an acknowledgment that aligns with the delivery of next-gen SAP Ariba and our continued focus on platform modernization and AI‑driven innovation at enterprise scale.

Why rebuilding the foundation matters

As procurement leaders know, AI’s potential is widely recognized, but its impact has often been uneven. Confidence is high, yet results depend on more than algorithms alone. AI only delivers value when it is supported by the right data, processes, and platform architecture. That belief shaped our decision to rebuild SAP Ariba from the ground up.

Independent analyst firm Ardent Partners describes next‑gen SAP Ariba as “a complete reengineering of the largest and most entrenched source‑to‑pay platform in the world,” emphasizing that this move goes far beyond adding AI features to legacy systems. Instead, it establishes the architectural foundation required for AI to operate reliably and at scale.

Experience the first AI-native source-to-pay suite designed to power the future of procurement

This aligns with what we consistently hear from customers that sustainable impact requires modernization at the core.

An AI‑native source-to-pay platform built on SAP Business Technology Platform

Next‑gen SAP Ariba is built on SAP Business Technology Platform (SAP BTP), providing a unified, real‑time data foundation across the source‑to‑pay lifecycle. This shift enables tighter integration with SAP Cloud ERP, improved extensibility, and faster innovation delivery.

By moving to SAP BTP, SAP Ariba can support open APIs, cross‑suite data consistency, and the responsiveness required for intelligent, AI‑driven procurement operations—capabilities that are increasingly expected of leading source‑to‑pay platforms but are difficult to achieve on legacy architectures.

Current next‑gen capabilities will continue to be delivered incrementally throughout 2026 and into 2027, giving customers flexibility to adopt innovation at a pace that aligns with their business priorities.

Embedded intelligence with Joule: moving from insight to action

A defining element of next‑gen SAP Ariba is the deep integration of Joule directly into procurement workflows. Rather than treating AI as an optional add‑on, next‑gen SAP Ariba can embed intelligence where work happens—supporting faster, more informed decisions while reducing friction across everyday processes.

Early capabilities include:

  • A Bid Analysis Agent, which can automatically evaluate complex bid scenarios, including total cost considerations
  • AI-assisted contract support to help automate routine inquiries, generate summaries, and provide instant access to contract details

These capabilities reflect a broader shift from systems that require constant manual input to platforms that actively support outcomes.

A more unified, intuitive procurement experience

Next‑gen SAP Ariba also addresses long‑standing fragmentation across the source‑to‑pay lifecycle.

Key improvements include:

  • SAP Ariba Intake Management, now globally available, providing a single entry point for procurement requests
  • A simplified SAP Fiori‑based user experience, delivered through a central launchpad
  • A modernized contract lifecycle, supported through integration with Icertis Contract Intelligence

Together, these improvements are designed to make procurement easier to engage with while working to ensure processes remain connected, compliant, and intelligent behind the scenes.

What this means for customers

For existing SAP Ariba customers, next‑gen SAP Ariba provides choice and continuity. Customers can:

  • Transition to next‑gen SAP Ariba on a voluntary basis.
  • Access next‑gen capabilities without commercial implications.
  • Run current and next‑gen environments in parallel during an active transition, reducing risk and disruption.

SAP is providing tools, services, and advance timelines to support a managed transition, allowing organizations to move forward with confidence rather than urgency.

The foundation for what comes next

Next‑gen SAP Ariba is not an endpoint, it is the foundation for the future of procurement.

With an AI‑native architecture, embedded agentic intelligence, and a unified user experience, this new generation of SAP Ariba helps organizations move beyond transactional efficiency toward smarter decisions, greater resilience, and measurable business outcomes.

As Ardent Partners observed, this rebuild has the potential to act as a catalyst—not just for SAP Ariba customers, but for the broader procurement technology landscape. By combining scale, data, and AI in a fundamentally new way, next‑gen SAP Ariba is helping define what modern source‑to‑pay platforms can deliver.

With the solution now available, we look forward to partnering with customers as they move from vision to value. Together, we can shape the future of intelligent procurement.


Baber Farooq is senior vice president of Product Marketing for SAP Ariba and SAP Fieldglass.

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FC Bayern Scores Big with RISE with SAP to Future-Proof Club and Organizational Operations

WALLDORF SAP SE (NYSE: SAP) today announced that FC Bayern has migrated its on-premise systems to the cloud through the RISE with SAP journey. This strategic move is designed to accelerate innovation, strengthen data protection and future-proof the club’s digital operations.

Access continuous innovations by modernizing your on-premises SAP ERP to SAP Business Suite

Germany’s most successful football club and one of the world’s leading professional sports organizations, FC Bayern has strengthened its long-term partnership with SAP by choosing RISE with SAP to transition to SAP Cloud ERP Private solutions, the digital core of SAP Business Suite. This complements the club’s existing array of cloud solutions. These include SAP SuccessFactors, SAP Emarsys, SAP Concur, SAP Analytics Cloud, SAP Datasphere, and SAP Sports One solutions as well as SAP Business Technology Platform (SAP BTP), SAP HANA Cloud and SAP Event Ticketing software.

RISE with SAP helps position the club to be future ready by unlocking continuous innovation, real-time analytics and AI-enabled insights. The new cloud environment enhances financial management, accelerates merchandise fulfilment and optimizes partner management to help ensure smoother logistics for kits, facilities and the supply chain. Today, more than 9.5 million fan and member data records and more than 25,000 product master data records are managed in SAP Cloud ERP applications, providing a unified foundation for fan engagement, merchandising and operational excellence.

Cloud manages match-day peaks

By moving to the cloud, FC Bayern gains faster time to value and elastic scalability to help manage match-day traffic peaks while simplifying IT operations through a unified data platform. The transition also enables a predictable operating expense model, with SAP-managed security and compliance significantly reducing the club’s operational burden.

“FC Bayern demonstrates how organizations can leverage the cloud solutions in SAP Business Suite to drive innovation and growth,” said Thomas Saueressig, member of the Executive Board of SAP SE, Customer Services & Delivery. “Through RISE with SAP, the club now benefits from continuous updates, integrated analytics and AI capabilities that enhance fan experiences and strengthen operational agility.”

SAP Cloud ERP Private offers continuous SAP-driven innovation and integration with services on SAP BTP, including advanced analytics, machine learning and process integration. The solutions are hosted in certified data centers with disaster-recovery capabilities, centralized security updates and monitoring, a 99.9% service-level agreement and European Union (EU) data-residency options. This supports compliance with standards such as those of the International Organization for Standardization and the EU’s General Data Protection Regulation.

The move from a self-hosted model was completed only after rigorous assurance, governance and security measures were taken in compliance with FC Bayern’s strict operational and privacy requirements.

Putting FC Bayern at the forefront of digital innovation

“Our partnership with SAP ensures that FC Bayern remains at the forefront of digital innovation. By moving to the cloud, we can scale fan engagement, optimize player performance analytics and streamline commercial operations across all global hubs,” said Jan-Christian Dreesen, CEO of FC Bayern München AG.

The new environment supports a clean-core approach to cloud ERP and provides a clear road map for adopting current and future SAP software innovations including the Joule and SAP Green Ledger solutions and additional AI-supported capabilities. This enables FC Bayern to scale fan engagement, player performance analytics, commercial operations, and HR and finance processes more efficiently and sustainably.

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Top image via FC Bayern Media Library

About SAP

As a global leader in enterprise applications and business AI, SAP (NYSE:SAP) stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit www.sap.com.

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This document contains forward-looking statements, which are predictions, projections, or other statements about future events. These statements are based on current expectations, forecasts, and assumptions that are subject to risks and uncertainties that could cause actual results and outcomes to materially differ. Additional information regarding these risks and uncertainties may be found in our filings with the Securities and Exchange Commission, including but not limited to the risk factors section of SAP’s 2024 Annual Report on Form 20-F.
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Joule Agents: Receipt Analysis Agent | Demo

Discover how SAP Concur solutions uses agentic AI to process receipts by automatically identifying missing details, assigning expense types, and improving data quality across the ExpenseIt solution.

Understand how the Joule Receipt Analysis Agent, embedded within ExpenseIt reduces manual work and saves time and cost leading to more accurate expense reports and a better user experience.

Discover Joule Agents: https://sap.to/6053hbR21

#Joule #AIAgents #BusinessAI

Joule Agents: Case Classification Agent | Demo

Discover how the Case Classification Agent uses AI to classify and route new service cases automatically, improving accuracy and freeing teams to focus on resolution.

Understand how the Case Classification Agent streamlines process by reasoning and acting on every new case the moment it is created.

Analyzing, extracting key details, identifying the issue type, and assigning to the correct owner automatically.

Discover Joule Agents: https://sap.to/6054hbRG0

#Joule #AIAgents #BusinessAI

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