SAS agentic AI capabilities have expanded within the SAS Customer Intelligence 360 platform, the company announced today at its SAS Innovate conference in Dubai. The new features include specialized AI agents designed to work alongside marketers, not replace them.
The update introduces a multi-agent system with agents focused on audiences, journeys, decisioning, and execution. A supervisory layer called the SAS 360 Agent coordinates interactions between specialized agents such as the Audience, Journey, Email, Search, and Recipes agents. The company said this transforms the platform into an intelligent operating system for customer engagement.
Journeys Agent and Search Agent lead the new features
The Journeys Agent helps marketers create customer journeys using text briefs, images, and conversational prompts. It retrieves relevant audiences and touchpoints, then assembles a journey structure aligned with best practices. Human-in-the-loop checkpoints are embedded throughout the process, ensuring marketer control while reducing build time. The agent generates production-ready SAS code behind the scenes.
The Journey Agent has strong potential to streamline campaign creation and improve efficiency at scale, particularly when managing complex, multi-market campaigns.
Eleonora Parlatore, Head of Creative Services and Operations at Global Blue
The Search Agent allows marketers to ask operational and performance-related questions across the SAS Customer Intelligence 360 environment. Instead of navigating dashboards, users ask questions and receive contextual answers grounded in their own data.
Human oversight remains central to SAS agentic AI approach
SAS emphasized that its agentic AI operates within trustworthy AI principles, maintains human-in-the-loop control, and is embedded directly into marketing workflows. The agents do not replace existing capabilities but operate across them to retrieve objects, make recommendations, and accelerate execution under human supervision.
Agentic AI isn’t about handing control to machines. It’s about creating systems that amplify human expertise, one specialized agent at a time.
Mike Blanchard, Vice President, Customer Intelligence at SAS
The announcement was made at SAS Innovate, the company’s global data and AI conference, as SAS celebrates 50 years of innovation. The event is supported by partners including Microsoft, Intel, and AWS.
With these additions, SAS aims to help marketers act faster without sacrificing trust. The agentic AI system is designed to shift marketing from a resource-constrained linear model to one supporting decisions and journeys at greater granularity.
