Oracle has announced the integration of new artificial intelligence (AI) functionalities into its Fusion Cloud Customer Experience (CX) software. This move unveiled at Oracle CloudWorld in Las Vegas, is intended to assist marketers, sellers, and service agents in growing revenue and enhancing the customer experience. By automating many of the manual tasks and providing timely content, insights, and recommendations, these AI capabilities are designed to make the tasks of customer experience professionals more efficient.

Rob Tarkoff, executive vice president and general manager of Oracle Cloud CX, highlighted the transformative power of AI, stating, "Pre-trained large language models (LLMs) are changing the way we interact with people, content, and critical knowledge in our enterprises. We can now unlock insights and communicate with clarity like never before." The AI-driven features, embedded within the Oracle Cloud Infrastructure, promise to boost accuracy and streamline workflows.

Among the innovative features rolled out are:

• Generative AI for Service: This feature is set to revolutionise customer service by automatically generating content and simplifying processes. This is expected to help businesses address customer concerns more swiftly.

• Guided Campaigns: Aimed at marketing and sales teams, this tool provides a structured process to launch personalised campaigns, which in turn qualifies leads and funnels them to sellers, ready for conversion.

• AI-Powered Account Linking: Sellers are given a comprehensive view into accounts, enabling faster renewal times, enhancing upsell possibilities, and speeding up deal closures.

• B2B Customer Data Platform Enhancements: This feature pinpoints sales opportunities from previous engagements, ensuring optimal contact selection for personalised outreach among enterprise buyers.

• Intelligent Sales Orchestration: This feature offers guidance for intricate sales scenarios and logs activities, letting sellers concentrate their attention on the buyer.

• Advanced Field Asset Monitoring: Field service technicians are granted enhanced mobile capabilities, giving them immediate access to essential service and repair details.

Paul Greenberg, managing principal of The 56 Group and author of "CRM at the Speed of Light", commended the updates, noting that they "are geared to automating age-old processes that take too much time and human energy." He believes these additions to the Oracle Cloud CX will likely have a positive effect on employee experiences, customer outcomes, and financial results.