NEWS 7 - The World Management

05 March

SAP AppHaus Network: Riding the Waves of Change Together

From February 24–26, almost all members of SAP AppHaus Network came together for the annual global meet-up in Walldorf, Germany.

For the opening, Andre Bechtold, president, SAP Industries & Experiences, addressed the network partners with a warm welcome and underlined the strategic value of partners for SAP and its global customer base. These partners are front-runners of the human-centered approach to innovation, exploring and designing solutions with and for customers built with latest SAP technologies such as SAP Business AI.

It’s all about openness, collaboration, and storytelling

During a fireside chat, Dennis Kecskemeti, head of SAP Innovation Experience, Paul Saunders, head of SAP Customer Outcomes & Advocacy, and Andreas Wendel, head of Innovation Experience Services, answered questions asked by moderator and head of Customer Engagement Services MEE, EMEA, and APAC Kathrin Tarnai-Sindl.

All three guests had brought a personal object with a special connection to SAP AppHaus. Interestingly, two brought their mobile phones, but for very different reasons: for one it was the device to listen to audio stories when traveling or commuting, for the other it was a multifunctional gadget to do private calls when traveling, listen to music, and much more. The third guest brought a handball to remind everyone that all good things only work out when teams work together and collaborate. So, their central describing words for SAP AppHaus were storytelling, openness, creativity, multifunctionality, and collaboration.

With the new integrated approach, the closer interplay of SAP AppHaus, SAP Experience Centers, and co-innovation services will provide one continuous experience journey in an end-to-end context. SAP AppHaus is where problems are framed and ambition is created in a human-centered, exploratory, and strategic way. SAP Experience Centers translate that ambition into tangible value narratives, showcasing what’s possible with SAP, SAP Business AI, and SAP Business Suite. Co-innovation services turn inspiration into execution by piloting, validating, and scaling real solutions with customers and partners. Together, all three form a closed loop from challenge, vision, and experience to solution and impact.

“Each service within SAP’s innovation experience is strong on its own. But their real power emerges through connection and collaboration. By bringing SAP AppHaus, SAP Experience Centers, and co-innovation together, we are shaping a new way for customers and partners to work with SAP, turning ambition into confidence and inspiration into lasting impact.”

Andreas Wendel, Head of SAP Innovation Experience Services

SAP AppHaus Network members came together in Walldorf

The event agenda offered different working sessions and formats for strategic alignment, exchange on experiences in customer projects, joint marketing efforts, mergers and acquisitions, enablement, and feedback rounds on latest co-innovation formats. On top of that, there was room for networking and excursions. After hours of exchange in discussions, work groups, and sessions, the group of about 30 partner representatives visited the S.Factory, S.Mart, and SAP Experience Center. A fun bowling competition, a scavenger hunt across the Walldorf campus, and a quick glimpse at the construction site of the future SAP AppHaus Walldorf rounded out the event experience and left the partners with a comprehensive update on all things SAP related.

“During this year’s SAP AppHaus Network meet-up we focused on shaping our collaboration model for the future, on further improving our co-innovation methods together, and on learning about our different strategic needs and priorities. It is so valuable to meet the SAP AppHaus members’ representatives in person and have this lively exchange! And let’s not forget, this year it is about building bridges between our new sister teams within SAP’s innovation experience and the global SAP AppHaus Network partners.”

Svenja Mueller, Customer Engagements MEE, EMEA, APAC, and Co-Lead of the SAP AppHaus Network

About SAP AppHaus Network

For more than a decade, SAP AppHaus has collaborated closely with a growing network of more than 20 partners around the world. They have established their own SAP AppHaus locations and are fully trained in SAP’s human-centered approach to innovation. Together, all members work to drive co-innovation projects with customers, using cutting-edge SAP technologies such as SAP Business AI, Joule, agentic AI, and many more. It is about very timely enablement of all members in train-the-trainer formats to explore and design business use cases in customer workshops. Latest examples include the Designing Agentic Systems with a Human-Centered Approach SAP Learning Journey and other formats, tools, and methods offered in the specialized innovation toolkit for AI. 

This allows all SAP AppHaus Network members to act as agile front-runners and co-innovation experts. They support customers regardless of their digital maturity, guiding them to unlock tangible business value around the world along SAP’s human-centered approach to innovation.

Imke Vierjahn is communications lead for SAP AppHaus.

04 March

BUSINESS NEWS

SAP Deepens SmartRecruiters Integration for AI-Driven Hiring and a More Connected HCM Suite

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Across industries, HR leaders are tasked with overcoming organizational disconnection in their journey to adopt and demonstrate the business value of AI. People, processes, and systems remain fragmented, leaving HR teams with more tools but less clarity, less trust in their data, and less ability to act with confidence. Hiring sits at the center of this transformation. When systems are connected, AI becomes more than automation, it becomes an intelligence layer that improves decisions, accelerates outcomes, and strengthens organizational readiness.

Today, we’re announcing that SmartRecruiters is now integrated with SAP SuccessFactors solutions, working to deliver a unified experience, connected data, and integration with AI companion Winston and to embed intelligent assistance directly into hiring workflows to help teams move faster, make better decisions, and deliver better candidate experiences. This integration, following SAP’s acquisition of SmartRecruiters in September 2025, establishes the foundation for a fully connected talent architecture, where hiring decisions, skills intelligence, and workforce planning can operate as one system.

*Homepage for SmartRecruiters for SAP SuccessFactors*

Advancing intelligent hiring with SmartRecruiters for SAP SuccessFactors

The SmartRecruiters for SAP SuccessFactors solution can deliver a consistent, end-to-end hiring experience designed to meet the scale, speed, and intelligence requirements of modern organizations. By combining intuitive workflows with embedded AI, recruiters can eliminate repetitive administrative tasks and focus on higher value interactions, while candidates move through a streamlined, personalized journey from first touch to offer.

The integration with SAP SuccessFactors HCM builds on these capabilities by connecting hiring processes to the full employee lifecycle and the broader business, helping to ensure that every hiring decision is grounded in real-time data and organizational context. Designed for scale, SmartRecruiters for SAP SuccessFactors helps set the foundation for a complete intelligence layer across hiring and HR, with people, job, and organizational data flowing seamlessly between SAP and SmartRecruiters.

*Applicant preview in SmartRecruiters for SAP SuccessFactors*

Organizations can gain a more predictable hiring process with streamlined workflows, consistent tools, and shared real-time data across each hiring stage. They can expect:

Single login: one entry point into SAP SuccessFactors and SmartRecruiters for recruiters, hiring managers, and approvers
Unified navigation: a seamless experience across SAP SuccessFactors and SmartRecruiters to help reduce complexity and speed up adoption
Aligned data: synchronized people, job, and organizational data that flows between systems, helping to ensure accuracy and consistency end to end

In practice, core organizational data like job families, cost centers, and locations can flow automatically from SAP SuccessFactors into SmartRecruiters, helping to eliminate manual entry and inconsistencies. New roles open with these attributes already applied, and user management is just as smooth: recruiters, hiring managers, and approvers created in SAP SuccessFactors appear in SmartRecruiters with the right permissions, helping to reduce errors and keep approval flows and reporting clean. As integration deepens, hiring becomes fully connected to core HR and workforce systems, creating a unified, trusted foundation for talent decisions across the enterprise.

With the enhanced benefits of SmartRecruiters for SAP SuccessFactors, simple and flexible integration paths are now available for customers currently using the SAP SuccessFactors Recruiting solution. SAP will continue to honor all contracts, and customers will not be required to migrate.

Integration that activates enterprise‑ready AI

With SAP’s continued investment, SmartRecruiters for SAP SuccessFactors is evolving quickly, bringing AI-driven innovation to every part of the hiring experience. High-volume hiring can become high-quality hiring through AI-assisted workflows, including intuitive applications, automated scheduling, intelligent matching, and streamlined interview feedback.

*Winston-powered applicant preview for faster, smarter hiring*

Beginning in 2026, Winston and SAP’s generative AI Joule solution will work together as connected agents. Additionally, new protections such as fraud detection, enhanced consent management, and applicant data transferability will help embed trust in the hiring cycle, strengthening both system integrity and candidate confidence.

From talent acquisition to talent readiness

As organizations look beyond filling roles to building future-proof capabilities, intelligent hiring becomes just one part of a broader talent strategy. The power of integration delivered by SmartRecruiters for SAP SuccessFactors extends beyond hiring, creating a connected, AI-enabled talent experience across the entire SAP SuccessFactors HCM suite and, ultimately, SAP Business Suite. This is how organizations become skills-ready: hiring decisions tied to outcomes, and employees supported with clear paths to grow and contribute.

See SmartRecruiters for SAP SuccessFactors in action. Register now for our March 5 webinar, “The Future of Intelligent Hiring,” to explore how SAP is redefining hiring, talent orchestration, and long-term workforce strategy.

Lara Albert is chief marketing officer, SAP SuccessFactors.
Rebecca Carr is CEO of SmartRecruiters, an SAP company.

04 March

BUSINESS NEWS

Why Generative UI Is the New Frontier for Business Software

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The landscape of user interfaces is undergoing a seismic shift. The explosion of consumer AI has reset expectations for business software: Employees now expect their enterprise apps to have the same intuitive, conversational interfaces they use at home.

This has led to a “Terminal Renaissance,” a return to text-in, text-out interaction.

For many applications, text works, letting users express intent naturally with no onboarding. However, text struggles to convey structured data that is common in business, and without real-time updates, static text results lose relevance the moment they’re generated.

Structured data is easier to digest when users can filter, sort, and visualize it—that is why graphical user interfaces (GUIs) excel at presenting structured data and guiding users through complex workflows. But GUIs are expensive to build and rigid, forcing generic, one-size-fits-all solutions that struggle to provide the fluid, tailored experiences users now demand.

Text is flexible but limited; GUIs are robust but rigid. Generative UI is the unmet need between them and the new frontier for business software.

From static dashboards to dynamic workspaces

Imagine a procurement manager investigating a supply chain disruption. Instead of navigating five different applications and manually cross-referencing data, she asks: “Show me the suppliers at risk in Southeast Asia and model alternative sourcing scenarios.”

This request sets agents to work behind the scenes. They gather and analyze live data, simulate outcomes, and calculate the projected impact of every alternative. Execution agents are also pre-positioned and ready to act on command.

The user doesn’t have to deal with any of this complexity. For them, a dynamic interface materializes in seconds—not a generic dashboard, but a purpose-built mission control center. Interactive maps highlight affected regions and supply chain graphs update in real time. As the user tweaks parameters, risk scores adjust instantly. Embedded controls stand ready to trigger purchase orders or notify suppliers, enabling the user to decide and execute. Collaboration is simplified; colleagues can join a living workspace: no briefing decks, no context-setting calls.

This is the future: a business suite where a user’s intent defines their interface and their decisions drive action. To get there, we are combining Joule and Joule Agents with our vision for generative UI. This is not just about on-demand dashboards; it’s about steering a business with interfaces that adapt to each user’s role, context, and tasks. This is “vibe coding” for enterprise operations: shifting focus from syntax to intent.

We are entering an era where AI constructs UIs on the fly, allowing users to engage with them immediately. Generative UI marks the transition from static software suites to “batch size 1” applications that act like ephemeral control centers tailored to a specific problem.

Challenges and SAP’s answers

Delivering an intent-driven business suite at enterprise scale requires addressing complex realities. We are building generative UI because we understand its promise and its perils—and we have unique assets to bridge that gap.

Accuracy

Large language models (LLMs) can produce plausible but incorrect outputs, or “hallucinate.” A consumer chatbot that hallucinates a movie plot is tolerable; a procurement system that misrepresents supplier terms has real consequences. Our generative UI approach addresses this by visualizing data directly from systems of record with transparent lineage. Grounding the UI in real-time, trusted data is our first defense against inaccuracy.

Trust

If every interface is generated on the fly, how do users know it is reliable? Trust is built on consistency and predictability. Our generative UI is built on the familiar and proven architectural grammar of SAP Fiori for lists, dashboards, and workflows. The content is bespoke and the structure is consistent and familiar, so users can always judge and adjust with confidence.

Complexity

Enterprise systems are sophisticated and unique. They are built over decades, encoding massive domain knowledge and business logic. Generative UI builds on Joule’s existing integration and orchestration capabilities, which already connect to systems across a landscape and coordinate agents to execute complex workflows. Generative UI leverages this foundation, letting users interact with deeply integrated processes through simple interfaces while Joule handles the orchestration underneath.

Why this matters now

The expectations set by consumer AI are real, and the gap between what employees experience at home and what they use at work is widening.

The future of enterprise software isn’t chatbots bolted onto legacy screens. It’s bespoke mission control—interfaces that materialize around a user’s intent, grounded in live data, executed by agents, and governed by the user.

With that, we’re reimagining how work gets done.

Jonathan von Rueden is chief AI officer of SAP SE.

03 March

BUSINESS NEWS

SAP Transforms Services and Support Portfolio to Accelerate Customer Success

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WALLDORF — SAP SE (NYSE: SAP) today announced the evolution of its SAP Services and Support portfolio, introducing a streamlined, tiered engagement model designed to help businesses achieve greater transparency, speed and flexibility in their transformation journeys.

The reimagined portfolio, which includes the Foundational Success Plan, Advanced Success Plan, and Max Success Plan tiers, aims to deliver measurable results and a consistent, ongoing experience for customers. Designed to provide continuous engagement throughout each customer’s journey, the portfolio helps with adoption of the latest innovations and continuous value from a full investment in SAP Business Suite.

The updated portfolio addresses the increasing need for organizations to adapt quickly to market changes, adopt AI-driven innovations and support business continuity. Each success plan offers clearly defined tiers of engagement, ranging from self-guided resources and proactive support to strategic and personalized partnership with dedicated experts. These tiers help customers select the right level of guidance for their unique needs.

Foundational Success Plan, included with every cloud solution from SAP, provides essential onboarding, technical cloud operations and preventive support. This plan is centered around, and expands upon, our well-known SAP Enterprise Support offering and is designed to help organizations get solutions running efficiently, enable business continuity and achieve ongoing value. Customers benefit from curated content, learning resources, guided transformation with application lifecycle management solutions and preventive mission-critical support, enabled by AI and all built into the solution subscription at no additional cost.

Building on this, Advanced Success Plan adds specialized expertise and AI-assisted guidance. Organizations receive proactive support to detect risks and optimize processes, as well as activation sessions to deploy new functionality and refine operations. Enhanced-support service level agreements and intelligent tools help maintain peak performance and realize measurable business outcomes.

For enterprises navigating complex transformations, innovating quickly and striving to get the most out of AI, Max Success Plan offers SAP’s premium, strategic level of engagement. It includes all the benefits of Advanced Success Plan, plus dedicated success plan managers, cross-solution process improvement and access to customer-specific prototype development to accelerate offerings such as SAP Business AI. This tier is built for organizations seeking a true strategic partnership, guiding modernization, reducing risk and accelerating value realization across their SAP software landscape.

“Our evolved SAP Services and Support portfolio is designed to help customers operate with ease and apply AI to drive business efficiency. It aims at mastering transformation, innovating at scale and turning decisions into action with clarity and impact,” said Thomas Saueressig, member of the Executive Board of SAP SE, Customer Services & Delivery. “By offering a unified, enterprise-wide engagement model, SAP helps customers continually adopt and derive the latest innovations and realize reliable ROI throughout their entire journey.”

Customers can further extend their experience with a streamlined set of professional, development and application management services that leverage SAP’s expertise and partner ecosystem. With this enhanced portfolio, SAP reaffirms its commitment to orchestrating customer success and enabling organizations to run at their best in a rapidly changing world.

For more information, read the blog post: Orchestrating Continuous Transformation for Stronger Business Outcomes.

Visit the SAP News Center. Get SAP news via LinkedIn and Bluesky.

Media Contact:
Martin Gwisdalla, +49 (6227) 7-67275, martin.gwisdalla@sap.com, CET
SAP Press Room; press@sap.com

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.
© 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.

03 March

BUSINESS NEWS

Orchestrating Continuous Transformation for Stronger Business Outcomes

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Business transformation is no longer only defined by milestones. It is shaped by continuous progress and by the ability to move the promise of innovation from boardroom imperatives into daily results.

Across industries, customers are asking for guidance that is simple, predictable, continuous, and connected to the measurable business outcomes they need.

Ever-focused on customer success, our services and support portfolio coupled with both our robust toolchain and strong team of experts help organizations carve a clearer path to adopt the latest SAP innovations, strengthen operations, and transform with confidence in a fast-changing environment.

Enabling faster value realization through continuous transformation

Every organization is working to keep pace with rapid market change. Technology cycles move quickly, expectations rise, and adopting AI requires clear priorities and coordinated execution aligned with business value. They seek ongoing guidance, measurable outcomes, and a partner that supports the transformation journey at every stage.

At SAP, we understand this. Customers require transparency in how support is delivered, predictable outcomes from their investments, and a simpler way to adopt innovation across their landscapes, especially as artificial intelligence becomes a core operational capability embedded in business processes.

This is why the introduction of the renewed SAP Services and Support portfolio arrives at an important moment. It brings clarity to how customers work with SAP and offers a consistent experience that supports continuous transformation, not one-time change.

With our renewed SAP Services and Support portfolio, we provide [customers] a clearer path to adopt innovation, apply AI responsibly, and run their landscape with confidence.

SAP Executive Board Member Thomas Saueressig

During the Success Unleashed webinar marking the launch of the renewed portfolio, Thomas Saueressig, member of the Executive Board of SAP SE, Customer Services & Delivery, captured the purpose of this portfolio in clear terms.

“Customers are looking for orientation in a fast‑moving environment,” Saueressig said. “With our renewed SAP Services and Support portfolio, we provide a clearer path to adopt innovation, apply AI responsibly, and run their landscape with confidence. It brings structure to continuous transformation and helps turn strategic priorities into measurable outcomes.”

His message reflects what customers expect from SAP: They want support that is structured, proactive, and unified across the entire environment.

Three success plans designed for measurable business impact

The renewed portfolio introduces three success plans that meet customers where they are. Each plan builds on the previous one and provides a flexible model that scales with organizational needs. Customers can also combine plans across their landscape. For example, they may choose the Advanced Success Plan for the SAP SuccessFactors environment while selecting the Max Success Plan to support their AI, data, and analytics strategies.

Foundational Success Plan

Included with every SAP cloud solution, this plan enables customers to run their solutions efficiently and maintain business continuity. It supports ongoing value creation through curated content, structured learning, application lifecycle management capabilities, and preventive mission-critical support. It builds on the SAP Enterprise Support offering and is expanded with technical operations for cloud solutions and onboarding.

Advanced Success Plan

This plan strengthens teams with specialized expertise. Organizations receive proactive guidance to detect risks early, accelerate innovation, adopt innovations faster, and optimize processes. AI-assisted insights support informed decision-making and activation sessions help refine how new capabilities are used.

Max Success Plan

This plan represents SAP’s most strategic level of engagement. It includes all elements of the Advanced Success Plan and adds dedicated success plan managers, cross-solution process improvements, and tailored AI use case adoption. It is designed for enterprises navigating complex transformations or scaling the use of SAP Business AI.

Infographic: SAP Services and Support Portfolio Success Plans — SAP Services and Support Portfolio success plans and beyond

Dominique Tessaro, CIO from Vinci Energies, a customer of more than 20 years evaluating the success plans, noted, “We need different levels of SAP involvement, depending on the solution. Some need higher attention, and others need medium attention with a few extra project-specific services. This flexibility is what I really like about the new success plans. Like a car, I can strategically steer the engagement in the direction that will serve our needs.”

Like a car, I can strategically steer the engagement in the direction that will serve our needs.

Vinci Energies CIO Dominique Tessaro

Accelerating outcomes through simplicity and partnership

The updated portfolio is designed around one principle: to help customers realize value faster and with greater certainty. This means reducing complexity, improving how guidance is delivered, and strengthening the partnership between SAP and every customer. It also means helping organizations adopt innovation, including SAP Business AI, at the pace that is right for their business.

Beyond the success plans, customers can extend their experience with streamlined professional services, development services, and application management offerings. These provide additional expertise for specialized needs, tailored solution development, and long-term operational resilience. Each offering is grounded in SAP product knowledge and industry insight.

This launch aligns customer expectations with a modern engagement model supported by intelligent tooling and human expertise. It provides the structure needed to guide organizations through uncertainty while keeping transformation aligned with strategy and focused on measurable outcomes.

Thomas Pfiester is head of Customer Engagement and Adoption and a member of the Extended Board of SAP SE.

02 March

BUSINESS NEWS

Molton Brown Reinvents Peak‑Season Luxury with SAP Customer Experience

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Molton Brown has long been synonymous with British luxury—known for its fragrance craftsmanship, premium bath and body formulations, and commitment to sustainability.

In today’s omnichannel reality, delivering that elevated experience consistently and at scale is essential to protecting brand trust and loyalty. Peak moments like Black Friday and Cyber Monday amplify the challenge, when traffic surges and expectations for fast, personalized service are at their highest.

The team recognized that legacy systems couldn’t provide the speed, stability, or connected view required to meet those expectations at scale, prompting a shift to a modern customer experience (CX) foundation with SAP.

Modernizing the digital core with SAP Commerce Cloud

Moving from legacy technology to SAP Commerce Cloud gave Molton Brown a high‑performance engine designed for peak‑season reliability and continuous innovation. The results came quickly: 100% uptime during peak trade, even as volumes spiked to one order every three seconds during major events, freeing teams to focus on enhancing the customer experience rather than firefighting, and ensuring uninterrupted service for customers across global markets.

“Peak performance isn’t a one‑time effort; it’s about reliability. We have to rely on technology operations to achieve 100% efficiency so the business can succeed, which in turn helps our customers succeed. Technology should enable business success, not block it—and SAP has proved that multiple times.”

Naresh Krishnamurthy, Senior Manager – Business Transformation, Prestige, Kao UK Ltd

That stability also matters as product discovery increasingly begins beyond owned channels—from social platforms to emerging AI‑powered assistants—where consistent, trustworthy content and availability help the brand stay visible and credible wherever customers choose to engage. SAP’s evolving agentic commerce innovations anticipate this shift, ensuring products remain discoverable, trusted, and actionable across both human and AI agents.

A seamless luxury journey across channels

With SAP Commerce Cloud and SAP Engagement Cloud (formerly SAP Emarsys) working together, Molton Brown aligns what customers see online with what they experience in store. Product categories, storytelling, and navigation are mirrored across channels; store associates can act on online browsing signals; and store teams are enabled with real‑time insight to deliver high‑touch clienteling experiences.

The result is an unbroken, premium journey that reduces friction and reinforces trust in the brand—exactly what luxury shoppers expect.

Personalization that builds loyalty, not just transactions

SAP Engagement Cloud helps Molton Brown deliver channel‑appropriate experiences, from mobile‑first engagement to email and in‑store clienteling, aligned to evolving customer preferences. These programs are complemented by thoughtful gifting moments, personalized birthday acknowledgments, and sustainability‑focused communications that strengthen repeat‑purchase behavior.

Crucially, the team treats every holiday period as a data‑rich learning cycle: months of performance testing, UX refinements, and campaign iteration inform what customers experience in the following season. Those insights help the team refine the experience so it remains consistent, intuitive, and premium, even under peak pressure. That consistency is what sustains loyalty, not just the promotions themselves.

As Naresh Krishnamurthy explains: “Black Friday is not just about revenue; it’s about brand engagement and building the strong foundation that enhances the relationship through loyalty.”

Ready for the next era of intelligent commerce

With a dependable CX core in place, Molton Brown is now exploring SAP Business AI to anticipate risks ahead of campaigns, sharpen decision‑making, and streamline fulfillment—augmenting the experience behind the scenes without compromising luxury standards.

This direction aligns naturally with SAP’s broader agentic commerce vision, where AI systems help interpret intent and keep trusted products discoverable and transactable across new surfaces—another reason a reliable, “machine‑readable” CX foundation matters.

“Everything we’re doing ladders up to one goal: a truly connected customer experience—personal, consistent, and effortless in every channel.”

Molton Brown’s partnership with SAP CX has reset what’s possible at peak, and every day after: dependable operations, consistent omnichannel experiences, and personalization that earns loyalty. The brand now scales confidently during its biggest moments, and stays ready for what’s next as AI changes how people (and agents) discover and buy.

This transformation positions Molton Brown to adapt quickly as customer expectations and digital commerce behaviors continue to evolve.

To explore how SAP Commerce Cloud can elevate your customer experience, visit sap.com/commerce.

02 March

BUSINESS NEWS

Thomas Saueressig Appointed SAP Chief Customer Officer

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WALLDORF — SAP SE (NYSE: SAP) today announced the creation of the new Customer Value Group, bringing together the Customer Success and Customer Services & Delivery organizations, effective April 1.

The new Board area is designed to strengthen SAP’s customer-centric operating model by delivering seamless, end-to-end experience from initial engagement through long-term value realization.

The Customer Value Group will be led by Thomas Saueressig (40), whose role expands to Chief Customer Officer. In this capacity, he will oversee the full customer journey, aligning selling, delivery, services and support driving adoption, renewal and expansion of SAP’s cloud and AI-powered solutions. SAP Extended Board members Jan Gilg and Manos Raptopoulos will report directly to Saueressig and continue to co-lead the Customer Success organization.

“In a business where adoption and renewal define success, the lines between selling and delivering disappear,” said Christian Klein, CEO of SAP SE. “Bringing Customer Success and Customer Services & Delivery together is the right move now for our customers and for SAP, as we go all in on AI. Thomas combines deep product expertise with strong experience in services and customer delivery, and he has earned the trust of our customers and teams. I am convinced that under his leadership, this new organization will drive lasting customer value across the full journey.”

Saueressig is a member of the Executive Board of SAP SE, having joined SAP in 2004 and been appointed to the Board in 2019. Prior to his new role, he led the Customer Services & Delivery Board area with global responsibility for long-term customer value in the cloud, including professional services, customer innovation services, support and SAP’s cloud infrastructure and operations. Earlier, he headed SAP Product Engineering, overseeing SAP’s complete application portfolio, and served as Chief Information Officer, driving SAP’s internal cloud-first transformation. He holds a degree in Business Information Technology and a joint Executive MBA from ESSEC Business School and Mannheim Business School.

Visit the SAP News Center. Get SAP news via LinkedIn and Bluesky.

Media Contact:
Marcus Winkler, +49 6227 7-67497, marcus.winkler@sap.com, CET
SAP Press Room; press@sap.com

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.

26 February

BUSINESS NEWS

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

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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.

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.

Visit the SAP News Center. Get SAP news via LinkedIn and Bluesky.

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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26 February

BUSINESS NEWS

Smarter Logistics for Growing Businesses: SAP Logistics Management Now Generally Available

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SAP’s latest AI-powered innovation, SAP Logistics Management, is designed to empower localized and satellite business operations with innovative, agile tools tailored to their unique logistics challenges.

Complementing SAP’s established logistics portfolio supporting large-scale supply chain operations, SAP Logistics Management brings innovative capabilities specifically tuned to the needs of smaller operations seeking efficiency, real-time visibility, and faster decision-making.

“Logistics is undergoing a fundamental transformation. Those who invest in strategic warehousing and logistics networks are investing in a future defined by responsiveness and relevance. It’s about being ready, connected, and purposeful,” says Till Dengel, SAP’s global head of Product Marketing for Logistics.

Designed for local impact, powered for global reach

While SAP’s best-in-class supply chain logistics solutions continue to serve complex global logistics with extensive capabilities, SAP Logistics Management now bridges the gap for local and satellite operations needing powerful, streamlined tools and controls without the complexity of large enterprise systems. Not only can SAP Logistics Management elevate the performance of localized operations, but it also enables a connected network of satellite operations that can stay coordinated with global enterprise systems.

The SAP Logistics Management solution offers:

Connected fulfilment excellence: By uniting warehousing and transportation capabilities, SAP Logistics Management helps streamline order fulfillment by managing pick-pack-ship workflows while efficiently planning and coordinating the freight movement. The solution includes built-in collaboration with carriers through SAP Business Network, connecting shippers directly with logistics providers for real-time updates that can minimize costly delays and keep shipments on track.
Tailored for smaller operations: SAP Logistics Management is ideal for local branches, subsidiaries, and seasonal operations. It helps eliminate unnecessary complexity, giving smaller operations the powerful tools and connectivity they need without the overhead of large enterprise systems.
Seamless integration: Designed to work seamlessly with SAP Cloud ERP Private solutions, SAP Logistics Management can eliminate hidden interface costs and helps ensure compatibility with SAP’s existing transportation and warehouse management tools. Businesses can benefit from a smooth, cohesive ecosystem.
AI-driven and human-centric: Embedded AI empowers faster, smarter decision-making and workflows. Joule can enable users to interact via natural language, helping to make involved logistics questions easy to handle right from the start. The solution’s mobile-first design helps ensure users can ramp-up quickly and access essential functions anytime, anywhere, for efficient workflows on the go.
Scalable SaaS solution: As a SaaS-native solution, SAP Logistics Management can be up and running in days. It can scale effortlessly as the business grows, offering built-in analytics and dashboards that help provide actionable insights tailored to operations—small or large.

“Visibility grants insight, connectivity empowers control, and agility provides the decisive edge,” Dengel says. “The future of logistics belongs to those who digitize every process, orchestrate every tier, and deliver on every promise.”

SAP Logistics Management helps empower businesses to connect and manage logistics operations efficiently, regardless of size. Whether running small local operations or orchestrating global distribution, SAP’s latest AI-powered innovation can equip businesses with the tools and capabilities to thrive in highly competitive markets by enabling them to be connected, agile, and growth-oriented. Learn more about SAP Logistics Management.

Oyku Ilgar is part of SAP Supply Chain Thought Leadership & Awareness.

26 February

BUSINESS NEWS

SAP Releases Integrated Report 2025 and Files Annual Report 2025 on Form 20-F with the U.S. Securities and Exchange Commission

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WALLDORF, Germany — February 26, 2026 — SAP SE (NYSE: SAP) today announced that it has filed the SAP Annual Report on Form 20-F for the year ended December 31, 2025, with the U.S. Securities and Exchange Commission (SEC), and it is accessible online at https://www.sap.com/docs/download/investors/2025/sap-2025-annual-report-form-20f.pdf. SAP also announced that the SAP Integrated Report 2025 is now available and accessible online at https://www.sapintegratedreport.com.

You can access PDF versions of the SAP Integrated Report 2025 and the SAP Annual Report 2025 on Form 20-F at our Investor Relations website https://www.sap.com/investor. A hard copy of the audited consolidated financial statements can also be requested free of charge by sending an email to investor@sap.com or via phone +49 (6227) 7-67336.

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