As global enterprises increasingly turn to generative AI for enhanced efficiency and competitive advantage, Oracle positions this technology at the heart of its offerings. A prime example is the recent deployment of advanced AI features within the Fusion Cloud Customer Experience (CX) platform, aimed at automating and expediting critical workflows for sales, marketing, and service agents.
These new features are readily available, following Oracle's announcement of over a dozen generative AI capabilities across its Fusion Cloud suite. This move underscores the company's commitment to leveraging innovative technology. Competitors like Salesforce and HubSpot are also actively integrating language models to optimize workflows across their platforms.
"AI is continuously proving its ability to enhance user experiences. We're only beginning to explore its potential for customer service, sales, and marketing," stated Katrina Gosek, Vice President of Product Strategy for Oracle Cloud CX. "The newly embedded AI capabilities within Oracle Cloud CX will boost customer satisfaction and drive additional sales by automating processes, allowing marketing, sales, and service professionals to focus on meaningful tasks while the technology engages buyers more effectively."
What's New in Oracle CX Cloud?
Oracle Fusion Cloud CX connects business data from various touchpoints and offers a suite of cloud-based tools for sales, marketing, customer service, and e-commerce. The platform aims to enhance customer engagement across physical and digital channels to improve retention, up-sell opportunities, and brand loyalty.
However, even with this robust data and toolset, teams often face significant manual tasks. This is where Oracle's AI capabilities prove invaluable.
With the latest updates, Cloud CX agents no longer need to type responses to customer inquiries. The underlying AI now acts as an intelligent assistant, generating contextually aware answers, which allows agents to quickly address queries and devote more time to complex issues. Additionally, the AI optimizes schedules for field service agents by recommending suitable cases based on job duration and travel time.
"All generative AI capabilities in Cloud CX are designed to ensure the security and privacy of customer enterprise data. No customer data is shared with large language model providers or exposed to other clients. Role-based security is integrated into Oracle Fusion Applications workflows, ensuring users only see content they're authorized to access," Gosek explained.
For enterprise users of Oracle Marketing and Oracle Sales, the new generative AI features facilitate better engagement through targeted content creation, such as promotional emails and landing page content. These enhancements streamline workflows and accelerate deal closures.
Oracle employs AI-driven look-alike modeling for contact identification, job title normalization, and topic interest mapping to help marketers and sellers pinpoint the most accessible contacts at target accounts. Additionally, sellers receive tailored, AI-generated product recommendations and insights into buyer interests to bolster engagement and purchasing decisions.
"These new Oracle CX models run on Cohere, but we offer customers flexibility with other partner options and the ability to use their own models," Gosek added.
Over 50 Generative AI Features Across Fusion Cloud Apps
With the recent features added to those from last month, Oracle now boasts over 50 generative AI capabilities across its Fusion Cloud applications.
"Oracle's 50+ generative AI features enhance productivity within CX, HCM, and ERP applications. Many organizations are leveraging these capabilities to improve efficiency, reduce costs, or generate new revenue streams. In HCM, for example, new generative AI tools assist managers with employee performance reviews by quickly summarizing peer feedback and overall performance," Gosek remarked.
It remains to be seen whether Oracle will develop its own AI model to further enhance its product functionalities. Gosek declined to comment on this topic, noting that many competitors, including SAP, HubSpot, and Salesforce, have also pursued partner-driven AI strategies.
According to McKinsey, the generative AI sector represents a significant opportunity for enterprises, with the potential to generate between $2.6 trillion and $4.4 trillion in global corporate profits annually.
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