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“We knew that we needed to secure an emotional territory that is very distinct,” explained Julia White, SAP’s chief marketing and solutions officer. “The world of business-to-business marketing and B2B tech is busy, and it can all feel the same. So I wanted to know what our unique place in the world was and what we were going to stand for.”
Post-pandemic, the German multinational technology business has been on a journey of self-discovery as it aimed to understand what the company now means to modern businesses and how it responds to users’ adoption of generative artificial intelligence.
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