Doug Freud

Vice President AI & ML, AI Solution Advisory SAP

Doug Freud is Vice President of AI at SAP’s North American AI Solution Advisory, where he leads the integration of AI into enterprise systems. With experience at Google, Oracle, and SAP, he combines deep technical knowledge with strategic business insight. Doug has led AI-driven transformations for global customers, focusing on scalable, practical solutions using methodologies like Design Thinking and CRISP-ML. He plays a key role in SAP’s AI Lighthouse initiatives and regularly speaks at major events such as NRF, Gartner, and SAP Sapphire. He also mentors emerging talent and contributes thought leadership on the role of AI in business transformation.

Generative AI Week 2025 Day One Conference: Tuesday, November 11 2025

3:35 PM Presentation: Governing the Next Wave: Challenges of Agentic AI in Enterprise Environments

SAP’s approach to responsible AI centers on transparency, fairness, privacy, and accountability, ensuring that AI systems are ethical, trustworthy, and aligned with human values. SAP embeds these principles into its product development lifecycle through rigorous internal policies, cross-functional oversight, and continuous monitoring to mitigate bias and ensure data integrity.

However, the emergence of Agentic AI—systems capable of autonomous goal-setting and decision-making—poses new governance challenges. These include the need for explainability, dynamic control frameworks, and safeguards against unintended behaviors, all of which stretch traditional compliance models and demand a rethinking of accountability, traceability, and human oversight across AI lifecycles. As Intelligence evolves so will a new approach for AI governance.

Check out the incredible speaker line-up to see who will be joining Doug.

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