The next stage of customer experience requires more than intelligent recommendations.
It requires AI that can drive outcomes by executing and coordinating work across the customer journey and the business processes behind it, grounded in trusted data and governed at every step.
With the SAP Customer Experience Q3 2026 release, SAP is bringing the Autonomous CX vision to life as part of the broader Autonomous Enterprise. New AI assistants and innovations across sales, service, marketing, and unified commerce help organizations coordinate customer-facing activities with broader business processes across the enterprise.
These capabilities are now available to select customers, providing an opportunity to explore Autonomous CX in action.
Autonomous sales and revenue: from leads to qualified opportunities
Pipeline generation remains one of the most important activities in any organization. Yet, lead qualification often gets bogged down in manual reviews, disconnected systems, and handoffs that slow sales teams down just when prospect interest is at its highest level. To help streamline this process, SAP is introducing the Deal Qualification Assistant, which automates lead qualification, enrichment, routing, and follow-up activities. The assistant leverages specialized agents to move leads efficiently through the qualification process.
Behind the scenes, the Deal Qualification Orchestration Agent coordinates the journey from lead capture to qualified opportunity. The Lead Enrichment Agent gathers prospect intelligence and company context and the Lead Qualification Agent evaluates fit and engagement signals to prioritize opportunities. The Lead Conversion Agent then manages the transition from qualified lead to sales opportunity.
Together, these capabilities create a more connected lead-to-opportunity process. Sales teams can then reduce administrative effort and improve lead quality while focusing more time on customer engagement and revenue generation.
Autonomous service: from case resolution to lasting customer relationships
The need for coordinated execution continues after the sale. When customers need help, they want it fast and without being transferred or having to explain the problem twice. The goal is to resolve cases quickly and get customers back to business faster.
The new Case Management Assistant helps accelerate the entire case life cycle from intake to resolution.
- Case Preparation Agent automates case intake by categorizing requests, gathering context, generating summaries, and routing cases
- Case Processing Agent continues case execution after preparation, automates processing steps, and prepares customer communications
- Case Action Recommendation Agent evaluates case status continuously and identifies the most effective next step
The Case Management Orchestration Agent brings all these capabilities together into a unified workflow. With routine steps automated, service teams deliver fast and accurate service that keeps customers coming back. The same capabilities are also available for SAP Enterprise Service Management, extending agentic case handling to shared service functions such as HR and finance.
Autonomous marketing and engagement: from campaigns to customer engagement
Marketing teams are under immense pressure to deliver increasingly personalized experiences across more channels, audiences, and content and often with less budget. At the same time, they are expected to demonstrate measurable impact on business outcomes including revenue and growth—not just marketing performance metrics such as opens, clicks, and engagement.
To address this complexity, SAP is introducing the Campaign Assistant and Content Assistant. These assistants are designed to support campaign and content planning, execution, and optimization.
At the center is the Campaign Orchestration Agent, which helps translate customer insights and business priorities into coordinated engagement actions across the campaign lifecycle.
- Audience Identification Agent helps marketers create and refine target audiences
- Campaign Configuration Agent translates campaign goals into executable automation programs
- Campaign Insights Agent provides conversational access to performance data and surfaces optimization opportunities
For the Content Assistant, the Channel Content Coordination Agent helps generate tailored copy and creative variants, and coordinate messaging across channels while aligning execution to audience and campaign objectives.
With planning, execution, and performance working together, marketers have more room to focus on strategy, creativity, and the customer experience.
Unified commerce innovations
Autonomous CX depends on more than customer-facing intelligence. Understanding what a customer wants is only the first step. Delivering on that intent requires the operational systems behind the experience, including pricing, inventory, fulfillment, and financial processes, to coordinate and execute in real time. When customer demand is directly connected to business operations, organizations can consistently turn customer intent into promised outcomes.
New innovations across retail operations and ERP-connected commerce help organizations better align customer demand with business execution and deliver seamless experiences across channels.
The latest release of SAP S/4HANA Cloud Public Edition for Retail continues to strengthen retailers’ capabilities by expanding integration with SAP Omnichannel Promotion Pricing Service. Retailers can apply centrally managed promotions consistently across digital and physical channels. New demand and inventory segmentation capabilities better align inventory and demand across retail, e-commerce, and wholesale channels, while operational enhancements improve day-to-day store execution.
With SAP Commerce Cloud, cloud ERP edition, B2B companies running SAP Cloud ERP Public Edition can turn ERP data into a more seamless customer self-service experience. Native SAP-managed integration provides access to pricing, availability, orders, and invoices across all channels, while a preconfigured, clean core approach accelerates time to value and lowers total cost of ownership.
The next stage of customer experience
This is only the beginning. SAP continues to invest in new AI assistants and specialized agents to help organizations work more efficiently, respond more intelligently, and deliver better customer outcomes.
As Autonomous CX evolves, customers can expect even more capabilities that extend automation, orchestration, and decision-making across the end-to-end customer journey.
Learn more about SAP CX in Q3 2026
Read the SAP Help documentation to get started with these new capabilities.
- SAP Commerce Cloud: What’s New
- SAP Sales Cloud: What’s New
- SAP Service Cloud: What’s New
- SAP Enterprise Service Management: What’s New
- SAP Engagement Cloud: What’s New
Balaji Balasubramanian is president and chief product officer for SAP Customer Experience and Consumer Industries at SAP.
