In the age of AI, business advantage comes from being connected, ready, and able to act when it matters most.

Every customer journey begins with a moment that demands change. Real value is created when that moment becomes momentum. In this SAP Sapphire Madrid 2026 customer keynote, SAP leaders and customers explore how business AI, clean core transformation, SAP Business Data Cloud, Joule, RISE with SAP, and SAP Business Technology Platform help organizations turn complexity into clarity and innovation into measurable outcomes.

Hear from SAP leaders Thomas Saueressig and Manos Raptopoulos as they discuss SAP’s vision for the Autonomous Enterprise: a future where people set the direction, AI supports execution, and business processes run with speed, trust, and resilience. Customer leaders from Ericsson, EssilorLuxottica, Fonterra, and ZF Group share real transformation stories across telecommunications, retail, manufacturing, supply chain, and mobility. Together, they show how connected data, trusted AI agents, clean core principles, and responsible governance can help companies modernize operations, accelerate decision-making, and create new capacity for growth.

You’ll also see how SAP is helping customers move to the cloud, adopt SAP Business AI at scale, use Joule Studio to build agents, improve AI adoption with WalkMe, and apply migration and modernization assistants to make transformation more predictable.

Speakers and SAP leaders featured include:
• Tomas Pfiester, Head of Customer Engagement & Adoption & Member of the Extended Board of SAP SE, SAP
• Manos Raptopoulos, Global President Customer Success Europe, APAC, Middle East & Africa and Member of the Extended Board, SAP SE
• Esra KOCATURK NORELL, Vice President, Customer
• Thomas Buck, Chief Information Officer, ZF Group
• Toby Granwal, Chief Information Officer, Fonterra
• Davide Schinetti, Chief Operating Officer, EssilorLuxottica

Chapters:
00:00 – Welcome to the SAP Sapphire Madrid customer keynote
01:00 – Turning disruption into opportunity
02:40 – Delivering value through SAP technology and partners
04:18 – SAP’s vision for the Autonomous Enterprise
05:21 – Verified agents, governance, and human oversight
06:38 – SAP Business AI Platform and agent extensibility
08:29 – Partner ecosystem and new AI collaborations
09:59 – Joule Studio and building agents faster
11:36 – Ericsson on AI, connectivity, and business transformation
14:57 – Ericsson’s problem-centric approach to AI
17:33 – Modernization, clean core, and SAP Business Data Cloud
20:11 – Why precision and business context matter for AI
21:25 – Joule Studio, SAP Knowledge Graph, and contextual AI
23:36 – EssilorLuxottica joins the keynote
25:18 – Retail AI use case with wearable technology
26:49 – Joule-powered store operations demo
30:42 – Turning a customer experience use case into reality
32:26 – Moving faster toward the Autonomous Enterprise
34:16 – RISE with SAP, clean core, and AI readiness
36:05 – Migration and modernization assistants demo
40:39 – AI-assisted project management and rollout planning
41:57 – Fonterra on RISE with SAP and clean core transformation
45:24 – Identifying practical AI use cases with SAP
47:12 – Forward-deployed engineering and services procurement
50:19 – Change management, WalkMe, and user adoption
51:38 – Scaling AI adoption across the enterprise
54:44 – ZF Group on RISE, SAP Business Data Cloud, and clean core
58:14 – Industry AI and quality management use cases
01:01:00 – Measuring AI value and ROI
01:02:14 – WalkMe and the future of AI adoption
01:05:43 – From AI moments to business momentum
01:06:48 – Key lessons from customer transformation stories

Watch all SAP Sapphire replays on demand. 👉 https://www.sap.com/events/sapphire.html

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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://www.sap.com/index.html

#SAPSapphire #SAPBusinessAI #AutonomousEnterprise

AI in SAP Integration Suite helps teams design, build, and operate integrations faster, with intelligence embedded from the start.

As enterprise landscapes become more complex, integration teams need a faster, more reliable way to connect systems, data, and processes across hybrid and multi-cloud environments. In this video, see how embedded AI capabilities in SAP Integration Suite support the full integration development lifecycle, from project discovery to live operations.

You’ll learn how Joule can recommend prebuilt integration content from SAP Business Accelerator Hub, helping developers start with proven assets instead of building from scratch. The video also shows how AI-assisted integration flow generation can turn natural language requirements into draft integration flows, helping teams move more quickly from business need to working design.

SAP Integration Suite also uses AI to improve quality and reliability. Intelligent script optimization provides best-practice recommendations for Groovy and JavaScript code, helping detect inefficiencies, reduce debugging, and improve integration performance from the start. Once integrations are live, anomaly detection helps identify unusual patterns early, while API volume forecasting supports capacity planning and helps teams prevent performance bottlenecks.

As agentic AI becomes more important to enterprise agility, SAP Integration Suite provides a foundation for connected, intelligent, and scalable integration. With innovations such as MCP server support, SAP helps unify intelligence and control across hybrid and multi-cloud landscapes.

Learn more about SAP Integration Suite: https://sap.to/6059B882v7

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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/6056B882aE

#SAPIntegrationSuite #BusinessAI #EnterpriseAI

See how Deloitte is using SAP Business AI, Joule for Consultants, and AI agents to help teams deliver client outcomes faster.

At SAP Sapphire Madrid 2026, Pavan Srivastava, Global Chief Technology Officer for Deloitte’s SAP practice, Deloitte, shares how AI is changing the way consultants work and how enterprises can move from experimentation to tangible business impact. Pavan joins Philipp Herzig, Chief Technology Officer at SAP, to discuss how Deloitte is building a strong foundation with RISE with SAP and SAP Business Data Cloud, giving business users a unified data fabric to help achieve results with AI.

The conversation also explores Deloitte’s adoption of Joule for Consultants. Thousands of Deloitte consultants globally are using Joule for everyday consulting tasks, with 83% reporting a positive impact on daily work and time savings of up to 30%. For Deloitte, that means consultants can spend less time on repetitive tasks and more time delivering better outcomes for clients.

Deloitte also explains how its industry experience, AI frameworks, and more than 78 industry- and process-specific agents are helping clients accelerate their AI journey. With SAP Business AI Platform, Deloitte is continuing to innovate and support customers as they build agents for the Autonomous Enterprise.

Watch the full Global Keynote: https://youtu.be/CocpyxAizwE?si=gDW8cldI-Xo1eq9k
Learn more about SAP Business AI Platform:
https://sap.to/6056B8Du9j

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/6059B8Du95

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#SAPBusinessAI #Joule #SAPSapphireMadrid2026

See how SAP is helping regulated industries run AI with greater control, resilience, and sovereignty.

At SAP Sapphire Madrid 2026, Philipp Herzig, Chief Technology Officer at SAP, explains how organizations can approach sovereignty end to end, with different levels of control for different business needs. From secure public deployments to select sovereign capabilities and full sovereignty for the most sensitive workloads, SAP gives customers flexibility to choose the right model for their regulatory, operational, and data requirements.

The session highlights SAP Cloud Infrastructure as a key foundation for select sovereign capabilities, helping customers run workloads inside their region and under local rules. SAP also discusses the EU AI Cloud, introduced to serve frontier models from European data centers, and the availability of leading AI platforms in sovereign environments.

For customers in regulated industries, public sector, and other sensitive environments, this means access to powerful AI capabilities while maintaining control over where data resides, how systems are managed, and how compliance requirements are met. The session also shares updates on the Mistral platform and Cohere North platform on SAP Business AI Platform, helping customers access leading models in sovereign cloud environments.

Watch the full Global Keynote: https://youtu.be/CocpyxAizwE?si=gDW8cldI-Xo1eq9k
Learn more about SAP Sovereign Cloud:
https://sap.to/6050B8Durq

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/6051B8DurS

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#SovereignAI #SAPBusinessAI #SAPSapphireMadrid2026

See how SAP and Mistral AI are helping enterprises build trusted, sovereign AI agents grounded in real business context.

At SAP Sapphire Madrid 2026, Arthur Mensch, Co-founder and CEO of Mistral AI, joins SAP to discuss how the two companies are bringing together European-built models, enterprise-grade governance, and SAP’s deep business process context to help customers move from AI potential to real business outcomes.

The conversation explores how Mistral AI’s models and Le Chat are being integrated with SAP capabilities, including Joule Studio, to give enterprises flexible AI tools that are connected to the processes, workflows, and data that run their business. Together, SAP and Mistral AI are focused on helping organizations build AI agents that are governed, compliant, auditable, and ready for production use.

The discussion also highlights real-world use cases, including public tender management for governments and institutions, and finance agents that help automate complex accounting processes, match transactions, identify discrepancies, and accelerate close cycles. For regulated industries and public sector organizations, the European AI stack is especially relevant because it supports sovereignty, auditability, traceability, and compliance.

Watch the full Global Keynote: https://youtu.be/CocpyxAizwE?si=gDW8cldI-Xo1eq9k
Learn more about Joule Studio:
https://sap.to/6051B8DPFR

Chapters:
00:00 – Welcome from SAP Sapphire Madrid
00:27 – What SAP and Mistral AI bring together
01:15 – From AI potential to business outcomes
01:47 – Public sector and finance use cases
03:04 – Why trusted European AI matters
03:52 – Governance, sovereignty, and ROI
04:47 – Building agents with confidence

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/6054B8DPFp

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#SAPBusinessAI #MistralAI #SAPSapphireMadrid2026

ee how SAP and n8n are helping teams build AI agents, automations, and enterprise workflows in Joule Studio.

At SAP Sapphire Madrid 2026, Jan Oberhauser, Founder and CEO of n8n, joins SAP to discuss how workflow automation and agentic AI can help enterprises connect systems, orchestrate business processes, and build more powerful AI experiences. Jan from n8n explains how the platform brings together AI agents, workflow automation, and business process integrations across the enterprise stack.

The conversation explores how n8n is being deeply integrated with Joule Studio 2.0 to help customers build anything from simple automations to complex multi-agent workflows. By combining SAP business context with n8n’s broad integration capabilities, teams can connect SAP and non-SAP systems, build faster, and create workflows that are grounded in proven process expertise.

Looking ahead, SAP and n8n share a vision for making agentic workflows powerful enough for technical users and accessible enough for business users. With business context, visibility, and governance built in, customers can experiment with new ways of building while staying aligned to enterprise requirements.

Watch the full Global Keynote: https://youtu.be/CocpyxAizwE?si=gDW8cldI-Xo1eq9k
Learn more about Joule Studio:
https://www.sap.com/products/artificial-intelligence/joule-studio.html

Chapters:
00:00 – Welcome to SAP Sapphire Madrid
00:34 – What makes n8n unique
01:07 – Integrating n8n with Joule Studio
01:25 – Building automations and multi-agent workflows
02:14 – What customers can expect next
03:03 – A shared vision for enterprise AI workflows

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://www.sap.com/index.html

Follow us on social:
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#SAPBusinessAI #JouleStudio #SAPSapphireMadrid2026

See how H&M is using SAP, real-time data, and AI agents to connect digital innovation with more personalized retail experiences.

At SAP Sapphire Madrid 2026, Jan Ziskasen, Head of Core Platforms at H&M, shares how H&M is strengthening its position as a fashion brand by putting customers at the center of every decision. Jan from H&M joins Sebastian Steinhaeuser, Chief Operating Officer, SAP SE and Member of the Executive Board, to discuss the company’s digital and AI journey, including how a strong technology foundation is helping H&M turn data into a true growth enabler.

The conversation explores how H&M is using SAP solutions including RISE with SAP, SAP Business Data Cloud, SAP Commerce Cloud, and SAP SuccessFactors to standardize and harmonize key business processes. With that foundation in place, H&M is layering in AI to improve operations, reimagine stores and supply chains, and empower store colleagues with more precise decision-making capabilities.

H&M also shares examples of AI in action, including a Store Intelligence app that tracks store performance in real time and a Store Intelligence Agent that suggests next-best actions for store managers. The discussion then moves into customer-facing innovation with an AI-powered Store Concierge Agent, designed to bring online and in-store experiences together with personalized recommendations, real-time availability, and contextual advice.

Watch the full Global Keynote: https://youtu.be/CocpyxAizwE?si=gDW8cldI-Xo1eq9k
Learn more about AI in SAP Commerce Cloud:
https://sap.to/6051B8DOm5

Chapters:
00:00 – Welcome and H&M’s digital journey
00:40 – Building a foundation for AI
01:31 – SAP at the core of H&M’s transformation
02:48 – Store Intelligence in real time
03:16 – AI agents across the value chain
04:09 – Customer-facing AI experiences
04:59 – Store Concierge Agent demo
06:00 – Reflections on the SAP and H&M journey

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/6053B8DOm9

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#SAPBusinessAI #RetailAI #SAPSapphireMadrid2026

Meet Joule from SAP: a new way to work with AI agents grounded in your business data, processes, and applications.

With Joule, people express what they want to accomplish, and Joule helps turn intent into action. It can surface relevant insights, automate routine work, and coordinate AI agents across SAP and non-SAP systems – all through one dynamic workspace designed to keep people focused on outcomes.

Joule brings together three essential parts of SAP Business AI. Joule Work gives people one place to direct business-wide workflows. Joule Assistants use role and process context to coordinate Joule Agents, helping execute complex workflows across functions like finance, procurement, supply chain, HR, customer experience, and IT. Joule Studio helps teams build and extend custom AI agents, apps, and automations with the governance, security, and business understanding needed to operate at scale.

Built into SAP’s enterprise AI portfolio, Joule helps organizations move beyond individual productivity toward connected, end-to-end business impact. With AI grounded in business context and designed for secure, compliant execution, teams can work faster, collaborate without silos, and focus on the decisions that move the business forward.

Learn more about Joule: https://sap.to/6059BBxcSF

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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/6054BBxcSA

#Joule #BusinessAI #Agents

SAP Sapphire Madrid 2026 marks a new chapter for enterprise AI: the Autonomous Enterprise, where people set the direction, and AI executes.

In this keynote, SAP shares how Joule, Joule Work, Joule Assistants, Joule Agents, SAP Autonomous Suite, SAP Business AI Platform, SAP Business Data Cloud, SAP AI Agent Hub, and RISE with SAP come together to help businesses move from fragmented work to connected, governed, AI-enabled execution. The keynote frames this vision around human-led, AI-enabled transformation, grounded in business context and built with governance from the start.

Hear from SAP leaders and guests, including:
• Christian Klein, Chief Executive Officer, SAP
• Dr. Philipp Herzig, Chief Technology Officer, SAP SE
• Sebastian Steinhaeuser, Chief Operating Officer, SAP SE and Member of the Executive Board
• Pavan Srivastava, Global SAP Chief Technology Officer, Deloitte
• Jan Oberhauser, Chief Executive Officer, n8n
• Arthur Mensch, Co-founder and Chief Executive Officer, Mistral AI

Hear how SAP Business AI is designed to help organizations automate routine work, improve decision-making, and transform end-to-end processes across finance, spend management, supply chain, HR, customer experience, and industry-specific operations. Joule Work enables users to express goals in natural language, while Joule Assistants coordinate Joule Agents to surface insights, automate workflows, and help teams act faster across SAP and non-SAP systems.

The keynote also highlights how SAP is helping customers scale AI with trust through governed business data, SAP Business AI Platform, Joule Studio, SAP AI Agent Hub, SAP Business Data Cloud, RISE with SAP, and migration and modernization capabilities designed to support cloud transformation. Discover how the Autonomous Enterprise can help businesses run faster, work smarter, and unlock value across the enterprise.

Chapters:
00:00 – Opening: The Beginning of Better
02:33 – Welcome to SAP Sapphire Madrid 2026
04:00 – Why Business AI Needs Accuracy and Trust
07:03 – ERP as the Brain of the Enterprise
09:13 – Introducing SAP Business AI Platform
12:28 – Building with Business AI
15:48 – Deloitte and Joule Studio 2.0 Demo
25:31 – SAP Business Data Cloud and Business Context
30:31 – SAP AI Agent Hub and Enterprise Governance
34:33 – Partner Ecosystem Announcements
40:13 – Mistral AI and European AI Sovereignty
46:07 – Introducing SAP Autonomous Suite
51:49 – Joule Assistants, Agents, and Autonomous Domains
01:02:49 – Financial Closing Assistant Demo
01:09:00 – Joule Work and Spaces
01:13:32 – Customer Outcomes with SAP Business AI
01:24:41 – H&M and Industry AI
01:31:16 – Keynote Wrap-Up and Takeaways

Learn more about the reimagined Joule experience. 👉
https://www.sap.com/products/artificial-intelligence.html

Watch all SAP Sapphire replays on demand. 👉
https://www.sap.com/events/sapphire.html

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://www.sap.com/index.html

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#SAPSapphire #Joule #AutonomousEnterprise

See how Joule Studio turns a single business prompt into an enterprise-ready AI solution – from agent to workflow to deployment.

In this demo, Joule Studio shows what AI-first development can look like for the enterprise. Starting with one business prompt, Joule Studio helps create a complete solution that includes an AI agent, coordination workflows, and a real-time dashboard – then tests and deploys it to production in minutes.

Joule Studio is SAP’s development solution for building AI agents, apps, and workflows on an SAP-managed runtime. It is designed to help teams move from business intent to working solutions faster, using natural language to shape requirements, specifications, and code-first development outputs.

The demo also highlights how Joule Studio supports enterprise needs beyond speed. Built-in SAP business context helps ground generated solutions in how real business processes run, while governance, lifecycle management, agent observability, and inherited controls help teams build and scale with confidence.

For developers and business builders, Joule Studio brings agents, apps, and workflows into a single AI-first experience – so custom enterprise solutions can move from idea to execution without adding unnecessary complexity. It is part of SAP’s broader vision for the X, where people set direction and AI helps execute trusted work across the business.

00:00 – Start with a business prompt
00:15 – Generate the solution plan
00:35 – Build the AI agent
00:55 – Create coordination workflows
01:15 – Add a real-time dashboard
01:35 – Test the solution
01:55 – Deploy to production

Try Joule Studio: https://sap.to/6052BBlr0q

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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/6057BBlr0v

#JouleStudio #SAPBusinessAI #AIAgents