H&M and SAP on AI-Powered Retail | SAP Sapphire Orlando 2026

H&M and SAP are using Business AI to connect digital, physical, and operational retail experiences in real time. In this SAP Sapphire Orlando 2026 conversation, Sebastian Steinhaeuser, Chief Operating Officer, Strategy & Operations, and member of the SAP Executive Board, welcomes Ellen Svanström, Chief Digital & Information Officer of H&M, to discuss how H&M is building a digital and AI foundation to strengthen its position as a fashion brand. Ellen explains how SAP supports H&M’s transformation through RISE with SAP, SAP Business Data Cloud, SAP Commerce Cloud, and SAP SuccessFactors. The discussion highlights how H&M is layering AI on top of that foundation to improve operations, reimagine stores and supply chains, and empower store colleagues with more precise decision-making. One example is the Store Intelligence app, which tracks store performance in real time and uses a Store Intelligence Agent to prepare store readiness and suggest next best actions for store managers. Ellen also shares how H&M and SAP are exploring a customer-facing Store Concierge Agent that connects online and in-store experiences with personalized recommendations, real-time availability, and contextual advice. Together, these examples show how SAP Business AI can help retailers create more relevant, helpful, and human customer experiences at scale. Chapters: 00:00 - H&M’s digital and AI journey 00:43 - Building a digital foundation 01:23 - SAP at the core of H&M processes 01:33 - Layering AI into operations 02:15 - H&M and SAP collaboration 02:35 - Store Intelligence app 03:04 - Store Intelligence Agent 03:19 - Agents across the value chain 03:44 - Real-time demand and store recommendations 04:06 - Store Concierge Agent 04:36 - Connecting online and in-store experiences 05:00 - Personalized recommendations and availability 05:31 - AI styling for SAP Sapphire Watch the full Global Keynote: https://youtu.be/9aa-etRsaLU?si=j0rDQJCtoxUai0fX Watch all SAP Sapphire replays on demand: https://www.sap.com/events/sapphire.html Follow us on social: LinkedIn: https://www.linkedin.com/company/sap/ Instagram: https://www.instagram.com/sap Facebook: https://www.facebook.com/SAP/ Threads: https://www.threads.com/@sap About SAP: As a global leader in enterprise applications and business AI, SAP stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit: https://www.sap.com/index.html #SAP #BusinessAI #SAPSapphire