2024 Oracle CX strategy update—GenAI and more

February 14, 2024 | 4 minute read
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With the evolution of advanced technologies like AI—and the thoughtful use of best practices—sales, marketing, and service leaders can help their teams achieve better results with less effort. Adopting solutions that empower less-specialized, less-technical team members to take on high-value, front-office workloads improves efficiency and the business’s overall likelihood of success. Oracle CX is evolving to meet these needs with a specific focus on:

  1. Using AI in the front office to “shift left”: Moving back-end tasks (i.e., complex, preparatory, and technical efforts) earlier in customer-facing processes makes front-end work go more smoothly, a practice generally referred to as “shifting left.”
  2. Delivering user-friendly AI: The best way to boost AI adoption is to put it in the hands of business users who can evaluate performance and impact without help from data scientists.
  3. Leveraging AI to synchronize sales and marketing: Including prebuilt, AI-enabled models to drive upsell and cross-sell make it easier to execute on coordinated marketing and sales campaigns.
  4. Leveraging service professionals’ knowledge with AI: Using generative AI and federating knowledgebases captures and organizes knowledge for access and reuse by staff across the front- and back-offices.

1. Bringing AI to the front office to “shift left”

We’re investing so front-office experts can use AI to establish best practices (e.g., templates, predefined AI prompts, etc.) that facilitate simpler, guided user experiences in teams’ day-to-day workflows. Once these best practices are set up, adoption and downstream work becomes easier. An example is Oracle’s Guided Campaigns, which uses predetermined rules to drive “conversation-ready” opportunities directly into salesforce automation tools.

2. Delivering user-friendly AI

We are also working to provide business users with clear visibility into AI configurations as well as flexibility to change them. Specifically, we are working on:

  • Achieving greater flexibility with “build-your-own-model” enhancements: We’re adding metrics that show how AI configurations perform, even before they are deployed.
  • Boosting seller adoption with “explainable AI”: Sales teams will get more transparency into the “why” behind AI recommendations which builds trust, mitigates risk, and can dramatically improve user uptake.

3. Synchronizing sales and marketing efforts with AI

We’re investing in AI to help customers take a more consistent, shared approach across sales and marketing functions.

For Oracle Fusion Marketing, this includes:

  • Focusing activity on the right buying-group members: Out-of-the box AI models will include a new look-a-like account model, a new account-scoring model, and title-to-contact mapping.
  • Generative-AI-assisted email authoring: Automated subject-line recommendations and email authoring will help marketers improve deliverability, interest, and engagement.
  • Generative-AI-assisted customer-win-story authoring: Generative-AI-based win-story authoring summarizes complex lead-to-opportunity history into narrated win stories with insights that facilitate conversations within go-to-market teams and with customers.

For Oracle Fusion Sales, our goal is to help customers extend selling strategies across more customer interaction points. Today, we provide AI-enabled capabilities in “Next Best Offer” and Oracle Intelligent Advisor to help with upselling and cross-selling. Next, we’re investing to improve these capabilities and deploy them in a wider range of customer interactions.

  • AI-enabled, guided flows for upselling and cross-selling: Today, Oracle Intelligent Advisor recommends upselling and cross-selling opportunities within Oracle Sales. Moving forward, we’re expanding Oracle Intelligent Advisor to surface upsell and cross-sell opportunities within sales, customer service, and even some customer self-service applications. Related, in cases where complex products or services are involved, Oracle CPQ will automatically check upsell and cross-sell recommendations for warranty compliance, product eligibility, discount permissions, and more.
  • Account-specific recommendations: Oracle Fusion Sales will provide sellers with AI-generated recommendations to position specific offers. Sellers will also benefit from a new contact-relationship map which shows them which of their contacts can facilitate conversations with recommended buying-group members.

4. Leveraging service professionals' knowledge with AI

Service professionals’ collective knowledge is invaluable. But too often, information born of their collective experience is only available within service applications. We have already invested to help organizations port service professionals’ expertise into knowledge base articles (where it can be properly managed and syndicated). Now, we are investing to unlock more value through:

  • Authoring knowledge base articles with generative AI: Oracle Service will use generative-AI-assisted authoring to create new knowledge base articles—it will use summarization and human review to make articles that serve as an answer to future customer questions.
  • Facilitating conversations with generative AI: We’re putting generative AI to work in more places: improving search results (e.g., keyword matching), tuning conversational experiences (e.g., chatbots with entity extraction), and summarizing knowledge base articles as a response to a service request.

In conclusion

Oracle CX is investing in AI and automation to enable marketing, sales, and service professionals and organizations to operate differently. By distributing AI more broadly within our customers’ organizations and instilling best practices, we strive to help you operate more efficiently. Our goal is to enable you to give your customers faster, easier, and more compelling experiences. And if we’re both successful, you’ll be rewarded with increased revenue, customer loyalty, and advocacy.

If you're an Oracle Partner and want to learn more, visit the Oracle Partner Community.

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Fusion Development

The Fusion Development team is responsible for building, maintaining, and driving innovation on the Oracle Fusion Cloud Applications Suite, which includes Oracle ERP, EPM, SCM, HCM, and CX. Its members are based throughout the world with central offices in the US, India, Mexico, The Philippines, and Romania.


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