AI and automation in SAP CRM TPM and S4/HANA SD: Enhancing promotion planning and sales processes

Arvapalli, Sreenu (2025) AI and automation in SAP CRM TPM and S4/HANA SD: Enhancing promotion planning and sales processes. World Journal of Advanced Engineering Technology and Sciences, 15 (2). pp. 590-602. ISSN 2582-8266

The integration of artificial intelligence and automation technologies is fundamentally transforming trade promotion management and sales processes within SAP's Customer Relationship Management and S/4HANA Sales and Distribution modules. This transformation spans multiple functional areas, including automated approval workflows, dynamic fund allocation, smart claim processing, advanced sales forecasting, demand sensing, ROI optimization, intelligent order processing, conversational AI, and robotic process automation. Organizations implementing these technologies have experienced substantial improvements in operational efficiency, forecast accuracy, promotional effectiveness, and overall return on investment. Key enablers include multi-dimensional data analysis, external data integration, continuous learning capabilities, and causal factor analysis. Success factors include data quality management, comprehensive change management, and phased implementation approaches. Future developments in edge computing, quantum computing, and extended reality promise to further enhance these capabilities, creating significant competitive advantages for early adopters.