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SAP’s CMO on Why Brands Are Sitting on a “Dark Data” Time Bomb

24 Jul 2026 1 source

New research from SAP’s 2026 Engagement Index paints a picture that will make a lot of CX teams uncomfortable. With 43% of Gen Z already using AI agents to guide purchasing decisions, customers are arriving at brands further along in the buying journey than ever before. The question is whether

Sources

SAP’s CMO on Why Brands Are Sitting on a “Dark Data” Time Bomb

CX Today 24 Jul 2026

New research from SAP’s 2026 Engagement Index paints a picture that will make a lot of CX teams uncomfortable. With 43% of Gen Z already using AI agents to guide purchasing decisions, customers are arriving at brands further along in the buying journey than ever before. The question is whether