"Oracle introduced new AI agents within Oracle Fusion Cloud Customer Experience (CX) today that it says will help customer experience and revenue teams move faster and make better decisions. Oracle's new AI agents are embedded within marketing, sales and service processes to increase operational efficiency and build asting customer relationships by automating processes and analyzing connected data, the company said. Oracle's approach to agentic AI differs from that of Salesforce, which is focusing its agentic AI strategy on Agentforce."
"The Oracle agents are built in the same unified data model and sit on top of the same common infrastructure as the Fusion applications, which, in addition to CX, include Oracle Fusion Cloud ERP, Human Capital Management (HCM) and Supply Chain & Manufacturing (SCM). That means Oracle's agents access data from across the enterprise, not just the CRM. "We think CX flows across the entire enterprise, demand to execution, and maybe even revenue recognition," Katrina Gosek, vice president, Oracle Customer Experience, product and marketing strategy, told MarTech."
"That means new possibilities for markets working with access to more information. "Marketers typically haven't thought about leveraging finance data or contract data or inventory data," Gospel said. "What if you wanted to run a campaign that focused on high-margin products to improve the ROI of this campaign?" Oracle's customer base includes numerous large, global, matrixed organizations with multiple business units. "For them, AI hits a ceiling if it's only CRM first," Gosek said."
Oracle introduced AI agents embedded across marketing, sales, and service within Oracle Fusion Cloud Customer Experience (CX) to automate processes and analyze connected enterprise data. The agents run on the same unified data model and common infrastructure as Fusion applications, including ERP, HCM, and SCM, giving agents access to data beyond the CRM. Agents aim to increase operational efficiency, accelerate decision making, and build customer relationships by leveraging finance, contract, inventory, and other enterprise data for use cases such as high-margin campaign targeting. Oracle includes these agents at no additional cost and positions them as enterprise-wide AI capabilities.
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