For decades, customer experience has been measured by engagement metrics—clicks, opens, impressions, and sentiment scores. But agentic marketing is changing this equation. As AI agents operate directly within business processes such as pricing, inventory, orders, and customer service, customer experience becomes inseparable from execution.

The question is no longer "Did we engage the customer?" but "Did we deliver what we promised?" This shift requires enterprise leaders to rethink how they design customer journeys, build data infrastructure, and measure success.

In this roundtable, we'll explore how leading organizations are moving from engagement-first to execution-first strategies, and what it takes to create customer experiences that drive measurable business outcomes.

Key Takeaways

• How do we measure success when engagement metrics are no longer enough, and what accountability systems ensure AI agents deliver on promises—not just impressions?
• What is the minimum viable data foundation required to deploy agentic AI responsibly, and how should enterprise leaders prioritize integration when working with legacy systems?
• How can organizations distinguish between personalization that builds loyalty and personalization that feels extractive—especially when competitors have access to the same AI capabilities?
• What does outcome-based accountability look like between enterprise leaders and technology partners when success depends on data quality, process redesign, and cross-functional execution—not just software?

SAP Emarsys is the customer engagement solution of Intelligent CX from SAP, empowering businesses to deliver personalized, AI-driven, omnichannel experiences. Built for scalability and extensibility, Intelligent CX from SAP integrates commerce, sales, service, marketing, and customer data, enabling businesses to exceed customer expectations with real-time, relevant engagement. From digitally native disruptors to global enterprises, SAP Emarsys helps bring out the best CX in every business by meeting customers where they are with the products, information, and experiences they need, exactly when and where they need them.