Oracle’s agentic AI push in Fusion Cloud CX offers embedded automation for CX leaders

Oracle is adding new pre-built agents to its Advertising and Customer Experience Cloud (Fusion Cloud CX) to help enterprises increase operational efficiency by automating sales, service, and marketing processes.

Fusion Cloud CX, which comes with applications designed for advertising, marketing, sales, service, and customer experience processes and functions, is part of Oracle’s Fusion Cloud suite that includes Human Capital Management (HCM), Enterprise Resource Planning (ERP), and Supply Chain Management (SCM).

Agents for marketing and sales processes

Oracle has introduced Account Product Fit Agent, Buying Group Definition Agent, and Model Qualification Agent specifically for marketing processes.

While the Account Product Fit Agent is designed to help marketers prioritize customers that are most likely to make a purchase, the Buying Group Definition Agent would help marketers more effectively personalize strategies by using a title-mapping algorithm, Oracle said in a statement.

The Model Qualification Agent, on the other hand would help marketers target and personalize content more accurately by recommending the best-fit audience through predictive models, it added.

For sales processes, Oracle is adding Deal Advisor Agent, Quote Assistant Agent, Product Recommendation Agent, Quote Summaries Agent, Contact Advisor Agent, and Lead Advisor Agent.

While the Deal Advisor agent would help sellers close deals faster by automatically surface expert guidance from product and pricing overviews, the Quote Assistant Agent is designed to help sellers close more deals faster by providing quick and actionable answers for their proposal.

The Product Recommendation Agent, as the name suggests, is designed to help sellers identify cross-sell and upsell opportunities by providing intelligent product recommendations for bundling or add-ons by analyzing customer history, preferences, and quote data, Oracle said.

Additionally, the Lead Advisor Agent and Quote Summaries Agent are designed to help sellers summarize lead insights and quotes to speed up the sales process.

Agents for service processes

To help enterprises automate service processes, Oracle has added Triage Agent, Self-Service Agent, Service Request Creation Agent, Work Order Agent, Service Request Creation Agent, Work Order Agent, Service Request Clustering Agent, and Escalation Prediction Agent.

While the Triage Agent would help service representatives improve resolution times and handle higher volumes of service requests by intelligently analyzing service requests and prioritizing tickets, the Self-Service Agent is designed to help enterprises save time by solving low-priority issues.

Additionally, the Service Request Creation Agent, according to Oracle, would help service representatives respond to requests faster by automatically converting requests from customer chat conversations, phone call transcripts, and emails into actionable service requests.

Also, the Service Request Clustering Agent is designed to help improve service resolution times by analyzing similar service requests to identify recurring issues and reduce duplicate requests.

Similarly, the Escalation Prediction Agent would also let service representatives improve customer experience by proactively identifying service requests that are at risk of being escalated.

The agent can analyze customer sentiment based on attributes of the request and predict which service requests will likely be escalated, Oracle said.

Truly agentic or maturation of predictive features?

The new agents, which are integrated within Fusion Cloud CX and come at no additional cost, can be seen as a maturation of earlier predictive and automated CX features that Oracle offered, said Stephanie Walter, practice leader of AI Stack at HyperFRAME Research.

“So, more than AutoML 2.0, but not a general agent framework. These are bounded, productionized agents specialized to CX jobs,” Walter added.

The task-oriented and role-based nature of these agents, according to Walter, is a strategic move by Oracle to get to its target customers and set itself apart from rivals like Salesforce and Microsoft.

“Oracle’s move is pragmatic for its target buyer: CX leaders who want outcomes without a build-your-own framework project. Given buyer fatigue with pilots that never operationalize, I do think CIOs and app owners will at least trial these, especially since they’re embedded and priced in,” Walter said.

“That contrasts with the ‘agent platform + store’ strategies we’re seeing from Microsoft bundling role-based Copilots and an agent store into 365, and Salesforce’s Agentforce that leans harder into configurable agent frameworks. It’s less ‘agent platform,’ more ‘agentic features that ship with the app,’ Walter added.

Oracle does separately offer an AI Agent Studio for its Fusion Cloud business applications, at no additional cost, for enterprises to build their own agents.

While some of the new agents integrated inside Fusion Cloud CX are available, most of them are expected to be made generally available in the next six months.

Oracle did not clarify which of the new agents are currently available.