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How To Drive Ultimate Value From AI By Embedding It In Core Business Applications - Video học tiếng Anh
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How To Drive Ultimate Value From AI By Embedding It In Core Business Applications
How To Drive Ultimate Value From AI By Embedding It In Core Business Applications
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0:00
Hello and welcome back to Beyond
0:03
Resilience, our series of conversations
0:06
exploring what is next for enterprise
0:09
success and adaptability.
0:16
Our guest today brings the perfect
0:19
perspective to navigate these changes.
0:22
From my 25 years of experience
0:25
implementing AI, I have learned that
0:28
staying ahead requires three key
0:31
elements.
0:33
The first one is technical expertise.
0:37
Then a human centric focus and finally
0:41
an entrepreneurial mindset.
0:44
Stefan Deus from SAP embodies exactly
0:48
that mix.
0:50
Stefan, welcome to the show.
0:52
>> Yeah, thank you. You know, excited to be
0:54
here today.
0:56
>> Could you tell more to our audience
0:59
about you and what gets you excited? I
1:01
>> mean, I'm Stefan uh Dutch uh I'm the
1:04
president of the global business at SAP.
1:07
So in essence that means you know the
1:08
global go to market of our application
1:11
portfolio our data data platform and our
1:14
AI capabilities is where I hold a global
1:17
responsibility for and you know today
1:19
we'll deep dive in in the business how
1:21
it comes to life you know what are
1:23
practical examples and also what are
1:24
some of the innovation that we are
1:26
seeing what gets me excited is is
1:29
applying technology to deliver business
1:31
value to our client base because
1:33
ultimately you know tech for the sake of
1:35
tech is not So exciting, but the moment
1:38
it has, you know, true impact, you know,
1:41
for our customers and they see that
1:42
impact back in their business results,
1:45
that gets me excited.
1:46
>> Yes. I love this. And I think, yeah,
1:48
business imperatives and business impact
1:51
should be driving
1:53
uh any action with technology. And
1:55
that's that's exactly what you said.
1:57
>> Yeah. No, 100%. And look, you know, that
1:59
that's, you know, with technology, we're
2:02
often, you know, talking about, you
2:04
know, AI and new innovation, but it
2:06
should never be for the sake of
2:08
innovation. It's all about, okay, but
2:10
how does that actually help you solve a
2:12
particular business challenge that an
2:14
organization is facing? And then if you
2:16
solve that challenge, you know, can we
2:18
see that back in the P&L or the balance
2:20
sheet in terms of, you know, true value
2:22
delivered. So yeah, that is what it is
2:25
all about.
2:25
>> Completely makes sense. You have an
2:29
entrepreneurial journey and you've been
2:32
at different startups and this is quite
2:35
remarkable because you've been driving
2:37
revenue, you've been driving rapid
2:39
scaling and such transformations that
2:42
you've driven uh require incredible
2:46
resilience and you know we talk a lot
2:48
about resilience in in this show.
2:50
>> Yeah. How has that experience influenced
2:53
you uh in the way you help your
2:56
customers today at SAP?
2:59
>> No, absolutely. You look the you know
3:00
the the first you know 10 years of my
3:02
career I was in finance and supply chain
3:04
and then the past decade in tech and
3:07
especially the past seven years sort of
3:09
going from scale up or startup actually
3:12
you know 50 people couple of clients to
3:14
then scale up with more than 3,000
3:16
people was just an you know interesting
3:19
experience and then coming into an
3:20
organization like SAP which obviously
3:23
you know well established uh you know
3:25
very loyal customer base um you know an
3:28
amazing product portfol folio good
3:30
people uh was just interesting to see
3:32
the difference between you know uh
3:34
startup scaleup phase to you know
3:36
company like SAP but I I would have to
3:38
say I find that the way we operate and
3:42
the way we think there's a lot of things
3:44
from the startup scaleup scene that I'm
3:46
seeing and the reason is all about the
3:49
innovation right there's massive
3:50
innovation around data there's massive
3:52
innovation around AI agentic things like
3:55
that so how do you then apply a startup
3:57
mindset to then solving you know
4:00
problems but do that you know at pace do
4:02
that jointly with customers uh and make
4:05
sure that you know we continue then to
4:07
deliver so I find um it is different but
4:11
also actually there's a lot of
4:13
commonalities in terms of how we think
4:15
and you know how we how we drive success
4:17
for our customers
4:18
>> the mindset the mindset of of a startup
4:21
within a big company
4:23
>> for sure
4:23
>> to for innovation and solving problems
4:25
that clients have
4:27
>> yeah and ultimately look at The startup
4:28
it's simple, right? You have an idea and
4:30
you say, "I want to solve this problem
4:32
for you." And you say, "Hey, can I help
4:34
you solve this problem?" So, we solve
4:35
this problem for you. You like it. You
4:37
tell your neighbor, you know, and and we
4:39
try to, you know, go around, you know,
4:42
and tell some other people. But
4:44
ultimately what you often see in
4:46
startups, it is that customer obsession,
4:49
right? That is an obsession of solving a
4:51
problem. And then the moment you do
4:52
that, well, obviously, you know, startup
4:55
becomes scale up, scale up becomes a big
4:56
enterprise. But I think now what we are
4:59
seeing given the speed of innovation the
5:02
only way for a big company right to to
5:05
keep actually operating like they do
5:08
today is to you know get into that
5:11
mindset of you know caring deeply about
5:15
you know customers caring deeply about
5:17
solving their challenges and then making
5:19
sure that you know you apply the latest
5:21
technology to do so and we'll talk more
5:23
about that but I think I love it
5:25
>> you know that's that's how both worlds
5:26
are coming together in my mind
5:28
>> a craft mind shift
5:30
uh at scale.
5:31
>> Yeah. Yeah.
5:33
>> Iteration iterations with clients trying
5:36
and making sure you you get to to fit
5:38
their needs at the end of the day.
5:39
>> Yeah. 100%.
5:40
>> Uh with the flexibility and the mindset
5:42
of an entrepreneur. Love it.
5:44
>> Uh you shared a bit about SAP business
5:47
just now. Um
5:49
>> and that being a pathway to resilience
5:52
and adaptability.
5:54
So, it's a big topic, you know, here in
5:56
our conversations on on this show. Um,
5:59
and you like to use a phrase about it
6:01
that I will always remember. You talk
6:04
about best of sweets rather than best of
6:07
breed. Can you tell us more about this?
6:09
>> Yeah. Yeah, absolutely. And ultimately,
6:11
you know, let me break down the business
6:14
because the way we envision the business
6:17
is a flywheel
6:19
of apps, data, and AI coming together.
6:22
Now, why a flywheel? You know, in
6:24
physics, a flywheel is all about
6:26
individual components that are coming
6:28
together to create new energy
6:29
>> and we believe that holds true in
6:31
enterprise software as well. Now, it
6:33
starts with the application layer. So,
6:36
the apps that we provide uh run the end
6:39
to end business processes of an
6:41
organization. So, think about you know
6:43
there's the core ERP but then there's
6:44
finance, there's supply chain, there's
6:47
procurement, there's you know customer
6:49
experience, there's HR and so forth. So
6:51
every single core business process is
6:54
run in an application. If I just take
6:56
supply chain, if you would double click
6:57
on that, there is planning, there is
7:00
manufacturing, there is logistics, there
7:02
is warehousing, there is asset
7:04
management and so forth. So SAP has the
7:07
broadest portfolio of apps, you know, of
7:10
of all software companies in the world.
7:12
But these apps do not only run end to
7:15
end business processes. They also
7:17
generate a lot of extremely valuable
7:19
data. Now that data is what we combine
7:24
with non SAP data in what we call the
7:27
business data cloud that does a couple
7:29
of things. The first thing it builds a
7:32
reliable and trusted source to do
7:34
anything AI related.
7:36
>> Mhm.
7:36
>> And second is often times why does AI
7:39
fail or why do transformations fail
7:42
because companies haven't solved for the
7:44
data problem. So I think you know that
7:46
is extremely important that there has to
7:48
be you know a data foundation that then
7:51
supports organizations when it comes to
7:53
AI. Now what is extremely important is
7:56
the notion of what we call semantically
7:59
rich data
8:00
>> because it's very easy to pull data from
8:02
different systems but you lose the
8:04
semantics. So give you an example simple
8:06
a purchase order or a sales order. If
8:09
you would have to pull that from SAP
8:10
systems you now need to pull data from
8:13
you know 15 different tables but then
8:15
you need to recreate the logic that that
8:18
is a sales order purchase order or you
8:20
know anything else. So often times
8:23
companies spend an enormous amount of
8:25
time and effort in pulling data from
8:27
different applications trying to
8:29
recreate the semantics but now the data
8:31
is disconnected from the source
8:33
application. the data is disconnected
8:35
from the end to-end business process and
8:38
again it it takes an enormous amount of
8:40
time on getting getting it ready for AI.
8:43
>> So apps data then comes AI. Now what I
8:47
found very interesting you might have
8:49
seen that uh MIT they uh released this
8:54
uh article and said hey 95% of Gen AI
8:57
pilots fail.
8:58
>> Everybody talks about it.
8:59
>> There's a couple of things to that that
9:00
are interesting. I think a lot of
9:02
companies are trying to treat AI like a
9:07
separate layer somewhere in the
9:08
technology stack. So it's disconnected
9:10
from your end to end business processes,
9:12
it might be disconnected from your data
9:14
strategy, it's something you know
9:16
somewhere but the moment it doesn't make
9:19
it back to the end to end business
9:20
process context is very very difficult
9:23
to drive value. So one of the strategies
9:25
from SAP from from early on when it
9:28
comes to AI is to embed AI back in the
9:32
core application. Now think about this
9:35
in an you know finance you want to get
9:38
to autonomous closing and you want AI to
9:41
help you book acrals. So that is an
9:43
activity that needs to make it back to
9:45
the core application. In supply chain,
9:48
you want to create AI to predict future
9:51
demand so that you can then synchronize
9:53
you know manufacturing and things like
9:55
that has to make it back to the core
9:57
application. Procurement uh think about
10:00
you know how do I get to autonomous
10:02
sourcing has to make it back to the core
10:04
application. So we do not believe that
10:07
there is some wrapper somewhere out
10:09
there. It has to come back to the to the
10:11
core application and that's why we are
10:13
saying there's an app layer there's a
10:15
data layer and then there's embedded AI
10:17
in the application and agents that sort
10:19
of come together to deliver a much
10:22
better sort of enterprise technology
10:24
experience to our customers but also
10:27
very much focused on you know solving
10:29
some of the business challenges. So the
10:30
insight that is created at AI level
10:32
comes down back to the app level where
10:35
people are working currently and people
10:38
can see this insight and and work with
10:40
this insight in mind and yes
10:42
>> and and make better decisions.
10:44
>> Yes. And those three components of the
10:46
flywheel always have to work together.
10:47
Maybe give you an example working
10:49
capital. So let's say you're the CFO uh
10:52
of a company
10:54
>> and um I work in your team and you would
10:57
ask me you know Monday morning Stefan
11:00
you know how's our cash conversion cycle
11:02
doing and at that moment in time I
11:05
should be able to use software to
11:07
immediately tell you hey cash conversion
11:09
cycle is going up so your follow-up
11:11
question hey Stephan that's not great
11:14
why is it going up so I should now at my
11:16
fingertips have information is this
11:18
inventory is this payables Is this
11:20
receivables? Now let's say it's
11:22
receivables. These I would say are
11:24
insights that you today might be able to
11:26
get from some reports. But now the
11:28
question is what do I do with the
11:30
insights? So let's say it's receivables.
11:32
Your follow-up question then is okay
11:33
Stefan where? So let's say in North
11:36
America I have a segment of customers
11:38
that is paying me late or is at the risk
11:42
of actually not paying me at all. Then
11:44
your question is okay Stefan will this
11:47
continue? What do I do about it? So now
11:49
it comes interesting. Now you need
11:51
historical payment information. You
11:53
might want to pull some data, interest
11:55
rates, GDP growth, um you know some
11:59
credit ratings from external agencies.
12:01
Then you need to apply an algorithm
12:04
>> to then predict cash conversion cycle
12:06
going forward. Now assume we do all of
12:09
that and the cash conversion cycle is
12:10
predicted to go up. Then your question
12:12
is okay what do I do about it?
12:14
Assurance, some factoring, whatever it
12:17
is. And that is how the flywheel should
12:19
come together right where apps working
12:22
capital app comes together with data SAP
12:26
data non SAP data then apply AI to make
12:29
a prediction and based on that
12:31
prediction we want to act and we want to
12:33
act now so I think you know that is how
12:35
that flywheel comes together in an
12:37
endto-end business context
12:38
>> what do you see as other trends more
12:42
specifically in AI uh for the clients
12:44
that you you're supporting
12:46
>> yeah so first and foremost I I mean the
12:48
embedded AI that makes it back to the
12:51
core application uh is something that
12:53
clients really really appreciate because
12:55
they also understand that this sort of
12:57
wrapper on top uh I mean by MIT research
13:01
right is is not really working. So I
13:03
think embedded is one.
13:04
>> Second is there is a lot of excitement
13:08
around agents.
13:09
>> Yes. Because agents can not only you
13:13
know do a whole series of activities in
13:16
an autonomous way but they can connect
13:19
one business process with another one.
13:21
So they can also you know break down
13:24
silos. So give an example there's an
13:27
agent on the commercial side that can
13:29
help us predict which deals we will
13:32
close and which deals will not or what
13:34
we should do to actually get those deals
13:37
closed so that we can increase in sales.
13:39
But if we increase sales, we need to
13:41
make sure that we can actually deliver.
13:43
So human is a manufacturing company. We
13:45
need to have manufacturing capacity. We
13:48
need logistics and warehousing capacity.
13:50
We need you know raw materials or
13:53
components uh readily available. We need
13:55
to make sure that our suppliers can
13:57
deliver those and so forth. So if you
13:59
just think about an entire value chain
14:01
from getting a product in the hands of a
14:03
customer to sourcing the components that
14:07
has to be orchestrated by a series of
14:10
agents that can help you know
14:13
organizations get to you know better
14:16
decisions and improve business results.
14:18
So what we are seeing is an increase in
14:22
the need for agents. uh customers want
14:24
to work together with us to get there
14:26
but they also understand that this has
14:28
to be uh sort of across you know
14:31
business processes and I think the
14:33
excitement around AI when it comes to
14:35
you know productivity uh that's sort of
14:38
fading right yes we are all using the
14:40
different LLMs and yes you know we all
14:43
get to information you know faster but
14:46
an LLM per se or you know the sort of
14:50
productivity AI use cases are not
14:52
necessarily necessarily impacting
14:53
topline. They're not necessarily
14:55
impacting you know working capital of an
14:58
organization and they're also uh not
15:00
necessarily impacting the cost profile
15:01
of an organization. So now the key
15:03
question is and that's you know where we
15:06
are in the forefront of you know working
15:08
together with our customers to deliver
15:10
aic experience across different business
15:12
processes that then ultimately leads to
15:16
you know proper you know business
15:18
results in in a pen of a company.
15:20
>> I love it. So it's about um uh
15:24
collapsing all those silos that we've
15:26
seen in companies from I mean typically
15:28
traditionally from for centuries
15:31
and having those agents working across
15:34
those different functions
15:36
um they don't know silos they are agents
15:39
and% the other big trend in AI UIUX is
15:44
changing fundamentally
15:46
so you know a lot of organizations they
15:48
have you know thousand 2,000 different
15:50
applications and users you know logging
15:53
into the applications and doing all
15:55
kinds of work but that is not how we
15:59
interact with software in the future so
16:01
we have a capability that we call dual
16:04
at SAP so see that as a new UIUX the
16:07
super orchestrator it's it's a you know
16:09
check GPT perplexity like sort of
16:12
interface
16:13
>> so you ask questions but you also give
16:16
instructions but now you as an as a You
16:21
don't have to log into five different
16:22
applications to do something that is
16:26
being orchestrated by Juul. So the way
16:28
we start thinking about interacting with
16:31
software becomes different. Stefan, I've
16:33
seen so many companies struggle with
16:36
legacy software with on premises systems
16:40
and the pain is real. I mean slow
16:42
processes, high cost, constant
16:44
breakdowns. How can SAP solve for that?
16:48
>> Yeah, absolutely. So obviously you know
16:50
a lot of our customer base you know
16:52
understands that in order to consume
16:54
innovation at pace and at scale you have
16:58
to you know bring your core applications
17:01
and your data capabilities in the cloud.
17:04
>> Uh so there is you know long list of
17:07
clients that understood that you know
17:10
that went early and are now the ones
17:13
that can actually consume you know a lot
17:15
of the AI innovation. Now obviously
17:17
there's still a group of clients that is
17:19
still on prem and still not in the
17:21
cloud. So obviously the way uh to get
17:24
there is to move to the cloud and in my
17:27
mind it's like okay you know let's get
17:28
the core foundation to the cloud and
17:30
then you know there's a lot a lot of
17:32
innovation uh that we can work on
17:35
together.
17:35
>> Stefan all this is very exciting but big
17:39
question comes to my mind which is what
17:41
is next? What's next to business suite?
17:44
What's in your mind in your vision? We
17:46
believe that the app layer will be
17:50
commoditized.
17:51
>> Yes. Now very very similar to actually
17:54
the infrastructure layer while critical
17:57
uh got commoditized by the cloud we
17:59
believe the app layer will be
18:00
commoditized by AI that means
18:04
>> especially by agents
18:05
>> I mean ultimately from an end user
18:07
perspective yes we would still need apps
18:10
to orchestrate the workflow and the end
18:11
to end process but the value sits in the
18:15
data and in the AI layer. So the future
18:17
of the business suite will be we commit
18:20
to have the best possible embedded AI
18:22
experience you know in every single
18:24
application. Um you know we have around
18:27
400 use cases already embedded in the
18:30
core application.
18:32
>> Uh we absolutely want to be a winner in
18:34
the agent space. Uh we also believe that
18:38
that is something that we will do more
18:39
and more with partnerships with other AI
18:42
companies. uh and then we absolutely
18:44
envision that that front end user you
18:48
know experience uh will be conducted
18:51
more and more on duel uh so we believe
18:54
it is extremely exciting times to be at
18:56
the company uh we're also you know
18:59
getting amazing feedback from clients
19:00
that are working with us you know hand
19:02
in hand to truly embark on this business
19:06
v journey and then ultimately I you know
19:08
we started this conversation it is not
19:11
technology for the sake of techn
19:12
technology. It's not an agent for the
19:14
sake of an agent. It is AI innovation to
19:18
deliver a better outcome for the
19:20
businesses that we serve. And I think
19:22
that is really uh the future and how we
19:25
envision that is yes we are doing all
19:27
those things but ultimately we do that
19:30
because we want to deliver you know
19:32
better topline you know reduce cost and
19:34
improve working capital for our customer
19:36
base.
19:37
>> It totally makes sense. Thank you
19:40
Stefan. Moving beyond resilience means
19:44
looking toward the future.
19:47
And as we close, what is the one message
19:50
you would like to leave the audience
19:52
with about the possibilities of business
19:55
street for their own businesses? Yeah,
19:58
the main message is it is absolutely
20:01
possible and what we are finding from
20:04
obviously you know dealing with you know
20:06
four 400,000 plus customers that we have
20:09
is the customers that have this curious
20:13
mindset that you know throws you know
20:15
these big hairy problems that say hey
20:18
you know I want to reimagine you know
20:20
how I conduct my business they're
20:22
absolutely you know seeing the benefits
20:24
and are you know full on the journey at
20:26
the same time there's obviously also a
20:28
group of customers that is you know
20:30
slower when it comes to adoption of new
20:33
technology maybe more conservative
20:36
um but but I do believe that we are
20:38
going to see a divide between companies
20:41
that say hey I'm going for this you know
20:44
I need to innovate I need to change the
20:46
way I conduct business and I have a very
20:49
very strong point of view that they will
20:50
definitely be winners in the marketplace
20:52
so I think the key message that I would
20:54
have is hey innovation is
20:57
AI is happening.
20:58
>> Mhm.
20:59
>> You know, be part of it.
21:01
>> I love this. That's really a powerful
21:04
message and and a message that I believe
21:08
every leader should carry with them as
21:10
they plan for for the future of their
21:12
business.
21:13
Stefan, thank you for joining us. uh
21:17
your examples made it clear how SAP
21:20
turns values like innovation and agility
21:23
into real practical outcomes for
21:26
businesses.
21:28
>> We appreciate it and um you know great
21:30
being here and great catching up with
21:32
you.
21:32
>> I also want to thank you for joining us
21:34
for these conversations. I hope you have
21:37
learned as much as I have and that you
21:40
live with a clear vision of adaptability
21:42
built not just on resilience but on
21:45
growth. Thank you.
