Oracle’s AI Agents Now Power Marketing, Sales & Customer Service
▼ Summary
– Oracle has launched new, prebuilt AI agents for marketing, sales, and service teams, embedded at no extra cost within its Fusion Cloud Applications to provide insights and automate processes.
– The company advises customers to adopt AI incrementally, encouraging them to “think big, start small and act fast” to focus more on creative strategy rather than operational tasks.
– A key function of these AI agents is to expose data silos across finance, operations, and service, giving marketers access to valuable internal customer intelligence for better campaigns.
– Oracle states the marketing battleground has shifted from finding new online prospects to growing business with known customers, requiring deeper enterprise data.
– The release includes specific agents like the Program Planning Agent for marketers and the Quote Generation Agent for sales, plus an AI Agent Studio platform for building custom agents.
Oracle has introduced a new suite of role-based AI agents designed specifically for revenue teams using its Fusion Cloud Applications. These tools are embedded directly into marketing, sales, and customer service workflows, providing unified data insights, automating key processes, and delivering predictive analytics to help teams work smarter. Available at no extra cost, these prebuilt agents are natively integrated, aiming to reduce operational grind and free up professionals for more strategic, creative work.
According to Rob Pinkerton, SVP at Oracle, the influx of AI tools can be daunting. He advises a practical approach: “think big, start small and act fast.” The goal is to enable marketers to shift from tedious operational tasks to higher-value activities like strategic collaboration and creative thinking. Pinkerton compares the current AI landscape to the earlier explosion of martech applications, noting that integration always requires work. Today, marketers often find themselves taking on technical roles akin to IT professionals as they manage complex tech stacks.
A significant advantage Oracle emphasizes is its platform’s reach across an entire organization. Unlike point solutions confined to marketing, Oracle’s agents can tap into data from finance, operations, and service applications. This access is crucial because valuable customer information often sits trapped in silos, details on procurement, service history, or order management that marketers typically cannot see. Pinkerton notes these agents don’t eliminate silos but instead expose the data within them, providing a more complete customer intelligence.
This holistic view is becoming essential as the marketing battleground shifts. The primary job is no longer just finding new prospects online, a focus that dominated the last 15 years. With digital channels saturated, the new imperative is deepening relationships with existing customers. To execute effective campaigns and strategies, marketers need richer intelligence from within their own enterprise about the customers they already have.
The newly launched AI agents within Oracle Fusion Cloud CX are tailored for specific functions:
For marketing teams, agents assist with planning and execution. The Program Planning Agent helps design cross-sell initiatives, while the Program Brief Agent aligns product, marketing, and sales teams. The Buying Group Agent improves targeting efficiency, and the Customer Insights Agent deepens understanding of the customer. Tools like the Copywriting Agent and Image Picker Agent streamline content creation and ensure brand consistency.
Sales professionals gain tools for efficiency and insight. The Contact Insights Agent helps prioritize outreach, and the Quote Generation Agent speeds up proposal assembly. The Renewal Agent automates renewal tracking, and the My Territory Agent identifies risks and growth opportunities within a seller’s region.
Service and support see enhanced automation as well. The Start-of-Day Agent aids field technicians in improving first-time fix rates, and the Work Order Scheduling Agent optimizes field service dispatch. For customer self-service, an AI agent helps users find answers quickly, while the Attachment Processing Agent assists representatives in managing and resolving customer requests more efficiently.
Beyond these specific agents, Oracle also launched AI Agent Studio for Fusion Applications. This platform allows businesses to build, test, and deploy custom AI agents and teams across their enterprise, offering a foundation for further innovation and tailored automation.
(Source: MarTech)
