{"id":10779,"date":"2026-02-10T18:39:06","date_gmt":"2026-02-11T00:39:06","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10779"},"modified":"2026-02-10T18:39:06","modified_gmt":"2026-02-11T00:39:06","slug":"oracle-expands-its-ai-agents-for-marketing-sales-and-cs-teams","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10779","title":{"rendered":"Oracle expands its AI agents for marketing, sales and CS teams"},"content":{"rendered":"
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Oracle today announced more role-based AI agents for revenue teams using Oracle Fusion Cloud Applications. The new agents are embedded within marketing, sales and service processes to provide insights into unified data, help automate processes and deliver predictive insights.<\/p>\n

Like the previous batch of AI agents Oracle announced in October 2025<\/a>, there are agents for marketing, sales and customer success professionals in the latest release. The agents are prebuilt and natively integrated within Oracle Fusion Applications at no additional cost.\u00a0<\/p>\n

While it\u2019s easy for marketing teams to feel overwhelmed by the number of AI tools hitting the market, Oracle is advising its clients to take a step-by-step approach, according to Rob Pinkerton, SVP at Oracle.<\/p>\n

\u201cWhat we\u2019re telling our customers to do is think big, start small and act fast,\u201d Pinkerton told MarTech. \u201cIf you think big about what AI means, it does mean, in practice, marketers are going to be able to do a lot more stuff. They\u2019re going to spend more time doing things like thinking big thoughts, collaborating, managing exceptions, looking for patterns\u2026 a lot more of the creative aspects of marketing than the hard-core, operational, grind-it-out work they have to do now.\u201d<\/p>\n

While the AI messages might seem overwhelming, Pinkerton sees the situation as similar to the one marketers faced choosing martech applications from an ecosystem that\u2019s swelled into the thousands. As those applications were brought into marketing tech stacks, the work didn\u2019t stop.\u00a0<\/p>\n

\u201cThere\u2019s a lot of work marketers have to do now,\u201d Pinkerton said. \u201cThey look more like IT professionals in some organizations.\u201d\u00a0<\/p>\n

Dig deeper: How agentic AI is changing the future of marketing<\/a><\/em><\/strong><\/p>\n

AI agents expose the organization\u2019s data silos<\/h2>\n

Where Oracle is staking its claim in the agentic AI space is its ability to unleash its agents into Oracle applications that reach beyond the martech stack and into the Oracle applications used by finance, operations and service organizations. For marketers, this means more insights.\u00a0<\/p>\n

Pinkerton said too much valuable information sits in silos where marketers can\u2019t see it. That includes details on procurement cycles customers went through, their service record, deployment details, customer support and service levels, order management, maintenance on equipment and more.\u00a0<\/p>\n

\u201cAnd the point is, what a lot of these agents do is they don\u2019t reduce the silos, but they expose them,\u201c Pinkerton said.<\/p>\n

This type of information becomes more valuable to marketers who understand a significant shift is happening in marketing.\u00a0<\/p>\n

\u201cThe battleground for marketers has shifted, and some have realized it and some have not,\u201d Pinkerton said. \u201cThe job is no longer to find prospects online. That has been the job for 15 years.<\/p>\n

With digital channels thoroughly picked over, Pinkerton said marketers have to shift their focus from unknown prospects online to known customers and use those insights to grow the business.\u00a0<\/p>\n

\u201cIf they have to shift that way, they need more intelligence from within the enterprise about their own customers, so they can create better campaigns, better messaging, better strategies and they need that data.\u201d<\/p>\n

Dig deeper: Why agentic AI is different from traditional marketing automation<\/a><\/em><\/strong><\/p>\n

Oracle\u2019s latest AI agents<\/h2>\n

The new AI agents within Oracle Fusion Cloud Customer Experience (CX) include:<\/p>\n

Marketing agents<\/h3>\n