Emarsys marketing automation system continues to run under the name SAP Engagement Cloud

SAP acquired Emarsys in 2020 and has since gradually integrated it more closely into SAP’s customer experience and enterprise application portfolio. The current renaming is the logical next step in the evolution: the name SAP Engagement Cloud already expresses that the role of the solution goes beyond campaign management and increasingly makes the subsystems responsible for customer engagement manageable at the enterprise level: channels, customer profile and product databases.

Emarsys is a marketing automation and personalization platform that helps companies deliver personalized and relevant customer communications across channels—eDMs, mobile, web, apps, and loyalty—significantly increasing customer engagement and revenue.

This is especially important in today’s business environment, where the quality of the customer experience is no longer determined solely by the creativity of the messages, but also by the company’s ability to rely on real-time data, respond quickly to operational changes, and align marketing, sales, customer service, and operations.

Stable foundations + AI-powered developments

According to SAP, SAP Engagement Cloud will continue to preserve the well-known capabilities of SAP Emarsys while taking the connection between customer communications and business operations to a new level.

SAP Engagement Cloud aims to transform personalization and communication automation from an isolated marketing tool to an intelligent capability that is connected to the entire company’s operations. Artificial intelligence plays a prominent role in this, supporting the interpretation of customer knowledge, the preparation of decisions and scalable, responsible operation.

In parallel with the announcement, SAP also introduced the SAP Engagement Cloud, enterprise edition version, which focuses specifically on the needs of large enterprises. This new version offers more advanced administration, management and control functions for organizations that operate multiple brands, multiple regions and multiple teams in parallel.

The enterprise edition offers more in the areas of capabilities such as authorization management, central management, content and data control, and consistent enforcement of compliance and brand standards. This approach can be particularly valuable for companies that want to operate globally in a unified manner while at the same time flexibly responding to their customers’ needs and market conditions at the local level.

An important message from a Hungarian perspective

For SAP Hungary, the current announcement is also of particular importance because it clearly shows how a technological solution with Hungarian ties can become a central element of a global corporate strategy. The heritage and professional foundations of Emarsys, which was developed in Hungary and is also popular in our country, live on in SAP Engagement Cloud – now in an even broader corporate context.

“For domestic companies, this also carries the message that developing customer relationships is no longer just a marketing issue, but also a business, operational and technological issue at the same time. Those organizations can build a lasting competitive advantage that can connect customer data, business processes and real-time decisions in one system”

– said Péter Hidvégi, Managing Director of SAP Hungary, regarding the name change.

SAP Engagement Cloud, enterprise edition will be available from February 19, 2026, and further developments are expected in accordance with SAP’s innovation roadmap.