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.
Like the previous batch of AI agents Oracle announced in October 2025, 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.
While it’s 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.
“What we’re telling our customers to do is think big, start small and act fast,” Pinkerton told MarTech. “If 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’re going to spend more time doing things like thinking big thoughts, collaborating, managing exceptions, looking for patterns… a lot more of the creative aspects of marketing than the hard-core, operational, grind-it-out work they have to do now.”
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’s swelled into the thousands. As those applications were brought into marketing tech stacks, the work didn’t stop.
“There’s a lot of work marketers have to do now,” Pinkerton said. “They look more like IT professionals in some organizations.”
Dig deeper: How agentic AI is changing the future of marketing
AI agents expose the organization’s data silos
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.
Pinkerton said too much valuable information sits in silos where marketers can’t 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.
“And the point is, what a lot of these agents do is they don’t reduce the silos, but they expose them,“ Pinkerton said.
This type of information becomes more valuable to marketers who understand a significant shift is happening in marketing.
“The battleground for marketers has shifted, and some have realized it and some have not,” Pinkerton said. “The job is no longer to find prospects online. That has been the job for 15 years.
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.
“If 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.”
Dig deeper: Why agentic AI is different from traditional marketing automation
Oracle’s latest AI agents
The new AI agents within Oracle Fusion Cloud Customer Experience (CX) include:
Marketing agents
- Program Planning Agent, which helps marketers plan, launch and optimize cross-sell and up-sell programs. This agent defines the goals, audience and core narratives for a campaign.
- Program Brief Agent, which helps marketers bring clarity and alignment across product, marketing and sales teams for more effective campaign execution.
- Program Orchestration Agent, which helps marketers streamline the integration of campaign narratives and tactics into marketing materials.
- Buying Group Agent, which helps marketers target buying groups more efficiently.
- Customer Insights Agent, which helps marketers gain a deeper understanding of a customer.
- Audience Analysis Agent, which helps marketers focus resources on high-potential opportunities and maximize ROI.
- Copywriting Agent, which helps marketers streamline campaign execution by reducing manual effort, shortening campaign timelines and ensuring message consistency.
- Image Picker Agent, which helps marketers improve asset selection and ensure alignment with brand and campaign objectives.
Sales agents
- Contact Insights Agent, which helps sellers prioritize outreach and build stronger relationships.
- Quote Generation Agent, which helps sellers assemble quotes faster.
- Renewal Agent, which helps sellers be more proactive with renewals and reduce manual effort.
- My Territory Agent helps sellers review risks and expansion opportunities in their territory.
Service agents
- Start-of-Day Agent, which helps field technicians improve first-time fix rates.
- Work Order Scheduling Agent, which helps field service organizations streamline scheduling of field service work orders to reduce delays and improve on-time service delivery.
- Customer Self-Service AI Agent, which helps customers quickly find answers to their questions or requests.
- Attachment Processing Agent, which helps service representatives streamline triage and resolution of customer requests.
In addition to the new AI agents, Oracle also introduced AI Agent Studio for Fusion Applications, a comprehensive platform for building, testing and deploying AI agents and agent teams across the enterprise.
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