Oracle is giving customer experience (CX) leaders a new set of AI-powered teammates. The company today rolled out role-based AI agents within Oracle Fusion Cloud Applications, designed to help marketing, sales, and service teams automate grunt work, connect data, and unlock new revenue opportunities—all without leaving their existing workflows.

The move expands Oracle’s ongoing AI-first push across its cloud ecosystem, reinforcing its strategy to bake intelligence directly into business processes rather than layering it on top.

“AI agents are transforming customer engagements from reactive, manual, and cumbersome processes into proactive strategies that enable organizations to scale quality experiences,” said Chris Leone, EVP of Applications Development at Oracle. “The new agents in Oracle Fusion Applications help CX leaders deliver personalized support, deepen loyalty, and unlock new revenue opportunities.”

Automating CX—Without the Add-Ons

Unlike standalone AI tools that require third-party integrations, Oracle’s new agents come prebuilt and embedded within Fusion Applications at no extra cost, running natively on Oracle Cloud Infrastructure (OCI).

That means users can deploy AI-driven recommendations, automations, and insights without toggling between platforms—a notable differentiator as enterprises wrestle with tool sprawl across their CX tech stacks.

Marketing Gets Smarter

For marketers, Oracle has introduced several agents focused on precision targeting and personalization.

• Account Product Fit Agent: Prioritizes customers most likely to buy using predictive scoring and engagement data.

• Buying Group Definition Agent: Maps roles and personas across industries using title algorithms for sharper campaign focus.

• Model Qualification Agent: Identifies high-fit audiences and flags data gaps to improve campaign performance.

Together, these tools give marketers a data-driven way to home in on accounts most ready to convert—something B2B teams often spend months trying to do manually.

Sales Teams Get a Digital Wingman

Sales reps get their own AI assistants that act like digital wingmen during deal cycles:

• Deal Advisor Agent surfaces expert insights from internal documentation and case studies.

• Quote Assistant and Product Recommendations Agent streamline quoting and upsell suggestions.

• Lead Advisor Agent condenses lead activity and recommends next-best actions.

• Contract and Quote Summary Agents summarize legal and deal data for quick decision-making.

This constellation of sales-focused AI tools aims to reduce friction in deal management—an area where Oracle competes directly with Salesforce’s Einstein GPT and Microsoft’s Copilot for Dynamics 365.

Service Gets Predictive Intelligence

Customer service, long the toughest nut to crack in CX, is also getting smarter automation.

• Triage and Escalation Prediction Agents analyze service requests to predict and prevent escalation risks.

• Self-Service and Request Creation Agents automate ticket generation and guide customers through DIY resolutions.

• Work Order Agent pre-fills technician dispatch details to ensure first-time resolution.

• Service Request Clustering Agent identifies recurring issues to reduce duplicate work.

These capabilities put Oracle in the same league as Zendesk’s AI for CX and ServiceNow’s workflow automation, but with the advantage of deep native integration across the entire Fusion ecosystem.

Why It Matters

AI agents are becoming the backbone of enterprise software, redefining how customer-facing teams operate. Oracle’s approach stands out for embedding AI directly into its applications—no separate subscription, no retraining required.

It’s a bold statement in the broader AI arms race among enterprise SaaS vendors, where differentiation increasingly hinges on native intelligence rather than bolt-on features.

With these role-based AI agents, Oracle isn’t just promising efficiency—it’s positioning Fusion Cloud as a fully automated operating system for customer experience.

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