JOURNAL ARTICLE

How One Company Used AI to Broaden Its Customer Base: Lessons from SAP's efforts to reach small- and medium-sized enterprises.

  • Published In: Harvard Business Review Digital Articles, 2025. P. 1 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Gupta, Sunil; Cespedes, Frank V. 3 of 3

Abstract

The article presents a framework for deploying artificial intelligence (AI) in the sales function, using a case study of SAP, a leader in enterprise resource planning (ERP) software. Topics discussed include how SAP examines the impact of market trends on its business first before starting an AI strategy, the steps used by SAP to map the process of conducting business using AI, and how SAP isolated, measured and quantified the business impact of AI investments.

Additional Information

  • Source:Harvard Business Review Digital Articles. 2025/03, p1
  • Document Type:Article
  • Subject Area:Business and Management
  • Publication Date:2025
  • Accession Number:184147755

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