At a press event held by SAP Hungary, company leaders outlined a shift toward cloud and AI-based solutions while noting that adoption among Hungarian customers remains at an early stage. Hidvégi Péter, Managing Director of SAP Hungary, said the company's local cloud revenue grew by 26 percent last year, approaching the roughly 30 percent global average. SAP's Hungarian client base includes about 1,600 companies, and most of the country's top 100 firms use SAP systems.
Four local priorities for 2026
Hidvégi identified four main focus areas for SAP in Hungary for 2026:
- large-enterprise transformation: migration of major local firms to next-generation cloud SAP systems;
- public sector: opportunities to strengthen synergies and automation, with attention to sovereign cloud concepts and local data-handling rules;
- small and medium-sized enterprises (SMEs): an estimated 1,000–2,000 potential customers in Hungary;
- partner ecosystem: expansion of the existing sales and implementation ecosystem of more than 20 partners.
Hidvégi also said that, while AI-based solutions do not yet generate significant revenue for SAP in Hungary, he expects a substantial portion of revenues at SAP and other software providers to come from AI elements within 4–5 years.
Business AI agents and the technology approach
Unlike large AI developers that build proprietary language models, SAP does not focus on developing its own LLMs. Instead, the company composes business AI agents by leveraging existing models and enterprise data. Globally, SAP systems offer more than 360 generative AI business use cases, and the digital assistant Joule already has more than 2,400 capabilities.
SAP describes an intermediate layer called the "Knowledge Graph": this layer structures and translates raw system data into a form that AI modules can interpret.
Practical demonstrations and AI Code Camp
The press event coincided with an ongoing AI Code Camp where roughly 260 developers worked on intelligent solutions for real business problems. Markus Hilken, Managing Director of SAP Labs Hungary and CEE, said the Budapest SAP Labs is the company's second-largest development center in Europe with about 2,000 employees. Within that community there are approximately 1,000 developers, 500 technical support specialists and 400 cloud and DevOps engineers.
Three demos illustrated practical applications: AI-driven marketing control based on Emarsys technology, multi-agent AI systems for cloud operations following an "SAP runs SAP" approach, and S/4HANA autonomous logistics and maintenance solutions.
AI agents in daily operations
Presentations emphasized that employees working in daily business processes will have a "virtual cabinet" of AI agents to reduce administrative load and provide complex analyses for faster, more accurate decisions.
For example, the SAP Emarsys marketing platform handles about 2–2.5 billion messages (email, SMS, push) globally during peak periods. A live demo with a guitar maker showed how AI agents can generate product catalogs that are then integrated into external language models such as Google Gemini.
Internal operation and incident handling
Nagy János, SAP IT Strategic Portfolio Manager, said the SAP IT organization receives about 2.5 million support tickets annually. Six specialized AI agents work in parallel on ticket classification, duplicate filtering and information enrichment. Currently the system resolves about 3 percent of incoming tickets (roughly 70,000 cases) fully autonomously; the target is to reach 30 percent.
Maintenance agents: three concrete use cases
Papp Dezső, SAP development specialist, presented three maintenance-focused AI agents:
- Maintenance Notification Agent: enables field technicians to report faults in free text; the AI identifies the asset, assigns fault codes, suggests repair steps and generates work orders if needed.
- Screening Agent: processes hundreds of notifications from sensors and manual reports, filters duplicates, rejects incomplete reports and reprioritizes incidents using historical data.
- Preventive Maintenance Agent: connects reactive and preventive tasks; if an asset unexpectedly fails, the agent analyzes maintenance plans and schedules upcoming planned checks into the outage window to optimize resources and minimize production downtime.
Summary
SAP recorded strong cloud growth in Hungary and runs a major development hub in Budapest that contributes to global AI and product development. However, company leaders stress that AI adoption among Hungarian customers is still in an early phase and currently does not yet produce significant domestic revenue, even though they expect AI-based services to become a significant revenue source over the coming years.
