Key takeaways

  • Oracle is embedding generative AI across Oracle Fusion Cloud CX apps to boost efficiency and personalize customer interactions.

  • New enhancements unify customer data for smarter targeting and more relevant experiences.

  • Integrated sales, service, and marketing tools deliver seamless, end-to-end customer engagement.

The Oracle Fusion Cloud Customer Experience (CX) development team is working toward a vision of a unified, enterprise-wide customer experience platform powered by generative and agentic AI. It’s a shift away from a focus on domain-specific solutions and reflects our belief that great customer experiences require coordination across every business function—not just sales, service, and marketing, but also finance, supply chain, HR, and operations. This vision is captured in our updated statement of direction, which is available on Oracle Cloud Customer Connect (OCCC).

Consumers expect seamless service, personalized engagement, and clear value—not generic content or siloed support. But traditional tech stacks are failing to meet these expectations. Oracle’s research shows that even the most complex Customer Relationship Management (CRM) systems often fail to capture a comprehensive view of the customer and their interactions. 

The problem is fragmentation

Over the last decade, the proliferation of single-purpose SaaS tools created complexity, especially in the front office. Many enterprises juggle hundreds of disparate applications, each addressing niche tasks. This has led to inconsistent customer experiences, poor data governance, and high IT overhead.

AI at the center

At the heart of Oracle’s 2025 CX roadmap is a bet on AI—not just to automate tasks but to redefine CX. Generative and agentic AI features require deep data integration and operational awareness to provide meaningful, personalized results at scale. Oracle AI is uniquely positioned to deliver better results through its Fusion architecture, which connects front-, middle-, and back-office operations.

Oracle’s approach: CX as a unified enterprise business strategy

Oracle is responding with a cohesive product strategy centered around three core CX suites:

  • Simplifying complex buying processes (Oracle Revenue Transformation Suite): Transforms customers’ operational DNA and real-time insights into a continuous cycle of selling and buying experiences that build trust and drive lasting customer relationships, from order to renewal.
  • Removing friction from the customer service lifecycle (Oracle Service Automation Suite): Focuses on long-term customer satisfaction by automating service decisions across complex business operations with AI and a unified enterprise data foundation.
  • Communicating with new customers (Oracle Unified Marketing and Sales Suite): Helps businesses escape low-quality marketing and sales communications and engagements with AI tools that identify and reach new customers based on precise behavioral, transactional, and operational data gathered from across the enterprise.

Conclusion

Consumers increasingly demand real-time, expert-level service, and Oracle is building the applications to meet new requirements. For our customers’ go-to-market teams, Oracle’s CX direction means fewer disconnected tools, better alignment between customer intent and business delivery, and a stronger foundation for scale and innovation. And as AI reshapes what “good” customer experience means, Oracle’s Fusion CX suites aim to simplify the technology landscape and help enterprises deliver truly differentiated experiences across the full customer lifecycle.

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