"Oracle Impresses with AI" According to Forrester's Experience Optimization Wave Evaluation

December 15, 2020 | 2 minute read
Kaushal Kurapati
Group Vice President
Text Size 100%:

Optimizing experiences to match customer preferences, tastes, and behavior is an integral part of modern-day marketing. Customer journeys have changed significantly over the past few years. One size does not fit all, and brands need to respond in real-time, for each customer, at scale, and in an automated fashion. At Oracle Marketing, this thinking shapes our strategic vision around connected data and connected intelligence. We recognized early that real-time data and AI sit at the core of marketing transformation. Through our Oracle Infinity Behavioral Intelligence and Maxymiser Testing and Optimization products, we are on a mission to help brands optimize customer lifecycle engagement through understanding real-time user behavior at a granular level and automating the decision-making process for marketers.

Our efforts are being noticed, with Forrester writing "Oracle impresses with AI" in a recent Experience Optimization Wave report.

Optimizing the customer experience with AI 

AI is transforming many activities and industries, from driving to medicine to writing emails. Machine learning-based algorithms help humans make smart decisions quicker, lower the cognitive load, and improve the productivity and effectiveness of the task. Even in creative fields, state of the art language models, such as GPT-3, are writing full-fledged articles and novels and generating synthetic images for use in marketing campaigns.

At Oracle Marketing, we've made a significant investment in data science, which is now making a dent for customers across all our products, giving them the ability to:

  • Decide whether and when to send an email/message to a customer
  • Pick the right channel to send that message
  • Predict subject lines that best deliver the message

When a user visits a website, our unified CX Tag helps us have real-time understanding of user behavior and intent using clicks, scrolls, downloads, views, dwell-time, and numerous other parameters. Our machine learning models can act upon this wealth of high-fidelity data at sub-second latency, predict users' next actions, recommend appropriate products (or content or offers), and optimize experiences on-the-fly. We have built a machine learning framework to allow any developer or data scientist to quickly roll out their algorithmic models and iterate rapidly on them. This framework underpins our data science across the entire Oracle Marketing stack.

The Forrester Wave™: Experience Optimization Platforms, Q4 2020 report gave us 5.0/5.0 scores in the criteria of product vision and experience optimization technique innovation. We're also thankful to our customers for validating our approach and excited about all the new product launches we have lined up for 2021.

To learn more about Oracle's offerings around optimizing customer experiences, please visit:

Kaushal Kurapati

Group Vice President

Kaushal Kurapati is a Group Vice President in Oracle’s CX Marketing division. He is a general manager overseeing product & engineering for Infinity (real time data), Maxymiser (Personalization and optimization) and Recommendation products. He also manages data science efforts across the division.


Kaushal has vast experience in Technology and Product Management spanning areas such as Personalization, MarTech, Search, AdTech, Small Business, and e-commerce. Prior to Oracle he was VP of Product Management at MasterCard building a platform to deliver targeted ads or personalized card-linked offers based on past user transaction behavior. Prior to that he spent 6+ years at Yahoo in its Search and Small Business units. As head of product for Yahoo Small Business he managed an e-commerce platform and developed services for simplifying online marketing for small businesses. In Search, he was responsible for user experience for hundreds of millions of users over the core web search page and all vertical search platforms (image search, video search, local search, etc.) worldwide. Earlier in his career he developed recommender systems for TV, embedding machine learning based personalization algorithms into consumer set-top boxes while at Philips Electronics Research in New York.


Kaushal is an active participant in hackathons and is a three-time winner at MasterCard, including a grand global prize couple of years ago. He holds 25 patents issued to-date and 50+ filed so-far, in the areas of Personalization, Payments, and Search Algorithms. He is also a winner of the Yahoo Super Star award, a founders' award at Yahoo given to select-few worldwide. He is a recipient of the Distinguished Alumni Award from the University of Delaware. Kaushal holds an MBA from NYU's Stern school of business along with Masters Degrees in Computer Science & Mechanical Engineering from University of Maryland Baltimore County and University of Delaware respectively. He is originally an Aerospace Engineer from IIT-Madras in India.

Previous Post

Markies Monday: 5 Software Innovators Helping Companies Achieve Great CX

Stephen Fioretti | 4 min read

Next Post

The Adaptive Bank: Integrating Your CRM and Back Office for Superior Customer Engagement