SAP published findings from its AI in Customer Experience Report 2027, which it says surveyed 4,800 consumers, business buyers, CX practitioners and decision-makers in the U.S. and Germany. According to SAP, half of U.S. consumers now use AI in at least some of their purchase journeys, and nearly all business buyers surveyed said they have used AI for purchasing or vendor selection.
The survey's starkest gap, per SAP: 93% of U.S. CX decision-makers say they feel prepared for AI-enabled customers, while 6% report that all relevant systems are connected end-to-end.
In the post, Jessica Keehn, chief marketing officer for SAP Customer Experience, argues the journey has split, with discovery and shortlisting increasingly happening inside AI tools and purchase, fulfillment, service and returns still falling to the business. Balaji Balasubramanian, chief product officer for SAP Customer Experience, said that if offerings are not known to the AI engine, it won't surface them at all. SAP used the findings to promote its Merchandising Assistant and Catalog Optimization Agent, which it says review product content and flag gaps across languages and channels.