The Data Layer Gets Real

You Can Now Use Claude at SAP

Claude is now available to our team. No need to purchase licenses — we already have a corporate license in place (see Irfan's email to the D&A team). You can start using it today via the Hyperspace AI LLM Proxy with the Claude Code CLI.

Perplexity Pro: Currently in Phase 1 rollout. The central team has allocated 110 licenses to D&A (Irfan). Of these, 13 have been requested by our team and will be assigned to nominated users shortly. A global rollout is planned for H2 2026.

Note: A basic version of Perplexity is already integrated into GenAI XL when "External Search" is enabled. See the Generative AI Experience Lab.

Where Do You Sit?

Before we dive into this week's news, I want to share something we've been working on.

One of the hardest questions in the AI transformation isn't what tools to use — it's understanding where you actually stand in your relationship with AI. Are you directing it? Collaborating with it? Or just reacting to what it produces?

The assessment is based on Helen Edwards' Cognitive Sovereignty research from the Artificiality Institute, adapted specifically for product marketing. It's not about whether you're "good" or "bad" at AI — it's about understanding your current operating model so you can evolve it intentionally.

This is the first piece of a larger curriculum we're building for PMMs navigating the agentic era. More on that below.

SAP Acquires Reltio: What PMMs Need to Know

This week SAP announced it's acquiring Reltio, the master data management (MDM) leader, to make enterprise data "AI-ready." The terms weren't disclosed, but the strategic implications are massive.

Why This Matters for PMMs

1. The "golden record" is the new competitive moat. Reltio's AI-based entity resolution merges related records from different formats and applications into one reliable system of context. For PMMs, this means finally having a single source of truth for customers, products, suppliers, and more — across SAP and non-SAP systems.

2. MCP support changes everything. Here's the buried lede: Reltio supports the Model Context Protocol (MCP). This enables real-time, multiagent workflows across enterprise systems. Imagine a procurement agent assessing supplier risk and triggering actions instantly using trusted, real-time data.

3. SAP Business Data Cloud expands for agentic AI. BDC is becoming a fully interoperable enterprise data platform—reinforcing the thesis that full-stack buyers need full-stack data.

The deal is expected to close in Q2 or Q3 2026. Start thinking now about how this changes your competitive messaging.

The PMM Curriculum for the Agentic Era

We're building a comprehensive learning program for product marketers navigating this transformation. Not a book — a guided curriculum with assessments, exercises, and practical frameworks.

The curriculum includes full content, quizzes, downloadable guides, and real-world exercises. We're rolling it out over the coming weeks.

Want early access? Sign up now and you'll be first to know when new units drop.

Sign Up Now →

AI Marketing Adoption

The numbers keep stacking up:

• 32% higher conversion rates for AI-powered campaigns
• 25% average ROI gains from AI marketing investments
• 40% of enterprise apps will have AI agents by end of 2026

The gap between AI-native PMMs and everyone else is widening. Which side are you on?

This Week in AI + Marketing