Video by SAP via YouTube
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
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