Oracle launches AI agents for CX and revenue teams
▼ Summary
– Oracle introduced new AI agents embedded in its Fusion Cloud CX platform to automate processes and analyze connected data across marketing, sales, and service.
– These AI agents are included at no additional cost and are built on Oracle’s unified data model, enabling access to enterprise-wide data beyond CRM, including finance and supply chain.
– The AI agents include specialized tools for marketing, sales, and service, such as the Account Product Fit Agent, Deal Advisor Agent, and Triage Agent, each designed to improve efficiency and decision-making.
– Oracle’s approach allows marketers to leverage cross-departmental data, enabling campaigns based on factors like product margins and improving ROI through better-targeted strategies.
– Oracle reports that using these agents internally has shifted focus from volume to precision, enabling more meaningful customer interactions and substantial engagements over broad outreach.
Oracle has launched a new suite of AI agents integrated into its Fusion Cloud Customer Experience platform, designed to help marketing, sales, and service teams accelerate workflows and enhance decision-making. These agents are embedded directly into business processes to boost operational efficiency and strengthen customer relationships through automation and connected data analysis.
A key distinction in Oracle’s strategy is that these AI agents are included at no extra charge within Oracle Fusion Applications. This contrasts with competitors like Salesforce, which is pursuing its own agentic AI approach through Agentforce. Built on the same unified data model and shared infrastructure as Oracle’s broader Fusion portfolio—including ERP, Human Capital Management, and Supply Chain & Manufacturing—the agents can access and analyze information from across the entire enterprise, not just CRM data.
Katrina Gosek, Vice President of Oracle CX Product and Marketing Strategy, emphasized that customer experience spans the full business lifecycle. “We believe CX extends across the entire enterprise, from demand through execution and even revenue recognition,” she explained. “It connects sales, marketing, and service with finance, inventory, logistics, supply chain, and contracts.” This integrated view opens new possibilities. For example, marketers can now design campaigns using finance, contract, or inventory data—such as promoting high-margin products to improve campaign ROI.
Oracle’s customer base includes many large, globally structured organizations with multiple business units. According to Gosek, “AI hits a ceiling if it’s only CRM first.” By connecting data across departments, Oracle’s agents help these complex enterprises overcome siloed information and unlock deeper insights.
The newly introduced AI agents fall into three categories—marketing, sales, and service—each with specialized capabilities:
Marketing Agents
- Account Product Fit Agent: Identifies and prioritizes customers most likely to convert.
- Buying Group Definition Agent: Supports persona-based personalization of marketing strategies.
- Model Qualification Agent: Enhances targeting and content personalization accuracy.
Sales Agents
- Deal Advisor Agent: Connects sellers with subject matter experts to accelerate deal closure.
- Quote Assistant Agent: Provides quick, actionable answers to improve proposal quality.
- Product Recommendations Agent: Highlights cross-sell and upsell opportunities.
- Quote Summaries Agent: Distills key deal aspects for faster seller comprehension.
- Contract Advisor Agent: Helps sellers quickly interpret contract details.
- Lead Advisor Agent: Enables rapid understanding of lead characteristics.
Service Agents
- Triage Agent: Speeds up resolution times and increases request handling capacity.
- Self-Service Agent: Frees representatives to focus on high-value issues.
- Service Request Creation Agent: Delivers faster, more contextual responses.
- Work Order Agent: Optimizes dispatch and first-visit resolution for field service teams.
- Service Request Clustering Agent: Boosts productivity and shortens resolution cycles.
- Escalation Prediction Agent: Proactively flags at-risk service requests by analyzing customer sentiment and request attributes.
Internally, Oracle has started using these agents to refine its own go-to-market activities. Gosek reported that precision has emerged as a critical outcome. Marketing teams can now engage customers with greater accuracy and provide sales with richer insights for meaningful interactions.
Gosek described the shift from volume-driven activities—such as running multiple webinars per quarter—to a more targeted approach. “We now focus on understanding customer needs and recommending specific ways for sales to interact more effectively,” she said. Instead of targeting 500 companies broadly, her team concentrates on a few dozen high-value engagements, knowing exactly what to recommend and how to communicate. “Precision has become the new currency,” Gosek noted, “as opposed to volume.”
(Source: MarTech)
