Scaling AI with Ericsson and Joule | SAP Sapphire Madrid 2026

See how Ericsson is scaling AI with Joule, SAP Business Data Cloud, and a problem-first approach to transformation. At SAP Sapphire Madrid 2026, Esra Kocatürk Norell, Vice President, Customer Experience, Enterprise IT at Ericsson, shares how AI is becoming central to both Ericsson's technology road map and the way the company runs day to day. Esra from Ericsson joins SAP’s Manos to discuss the company’s 150-year history of innovation, its vision for limitless connectivity, and how AI, cloud, and advanced mobile networks are coming together to power the next wave of digitalization. The conversation explores Ericsson’s approach to scaling AI: start with real business pain points, prioritize measurable outcomes, and apply AI where it can make a meaningful difference. Ericsson also shares how it has moved beyond isolated pilots, reaching 85,000 active live users on unified Joule through strong executive sponsorship, governance, and a clear focus on scalable use cases. Ericsson also explains why data is foundational to AI at scale. With a business data fabric powered by SAP Business Data Cloud, Ericsson can define business meaning, manage access rules, and build reusable governed data products across AI, analytics, and applications. The discussion also covers Ericsson’s modernization with RISE with SAP, clean-core extensions on SAP Business Technology Platform, and co-innovation with SAP in human capital management. Chapters: 00:00 - Welcome to SAP Sapphire Madrid 00:36 - Ericsson’s 150-year innovation journey 01:20 - AI, cloud, and advanced mobile networks 02:32 - A problem-centric approach to AI 03:17 - Scaling beyond isolated pilots 03:52 - Why AI at scale becomes a data challenge 04:18 - SAP Business Data Cloud and business data fabric 05:21 - Modernization with RISE with SAP 05:54 - Innovating and transforming with data and AI 06:27 - Co-innovation in human capital management 07:06 - Creating new ways of working with AI Watch the full Customer Success Keynote. 👉 https://sap.to/6052B8Gphy Watch all SAP Sapphire replays on demand. 👉https://sap.to/6056B8GphM Follow SAP: LinkedIn: https://sap.to/6058B8GphO Instagram: https://sap.to/6059B8GphP Facebook: https://sap.to/6050B8Gphu Threads: https://sap.to/6051B8GphR 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://sap.to/6053B8GphT #SAPBusinessAI #SAPJoule #SAPSapphireMadrid2026