Oracle’s New AI Applications Are A Powerful Piece Of Its Winning Cloud Strategy


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“Our strategy and momentum are irrefutable—we are the fastest-growing cloud company at scale,” Oracle CEO Mark Hurd told USA Today in an interview published this week.

As part of its cloud “battle plan” against competitors, Oracle will continue to add new cutting-edge capabilities, including chatbots and technology based on artificial intelligence, to its suites of cloud applications, Hurd told the newspaper.

Also this week, Oracle introduced a few of those new “adaptive intelligent” apps that are embedded within existing applications in Oracle’s Customer Experience Cloud suite.

Today the suite allows companies to provide a connected customer experience across all touch points, including the commerce website as well as marketing, sales, and service engagements.

“Now, we’re adding connected intelligence across those same touch points, providing better decisions to guide and improve the customer experience process,” explains Clive Swan, Oracle senior vice president for applications development.

The new adaptive intelligent apps stand apart from the competition because they are ready to provide real-world value right out of the box.

“This isn’t a bunch of APIs you have to hand-integrate and hope you get something you can use in seven months,” adds Jack Berkowitz, Oracle’s vice president of adaptive intelligent applications. “These are purpose-built, ready-to-go apps tailored to specific use cases. We understand those use cases, and we built the logic and the decision science to optimize the experience for consumers, service, commerce, sales, and marketing.”

The adaptive intelligent apps also give customers access to unusually large amounts of data. That’s because customers can access information generated by Oracle Data Cloud, a collection of more than 5 billion global consumer and business IDs, with more than 7.5 trillion data points gathered monthly, in addition to data customers already hold.

The adaptive intelligent apps use machine learning technology to “learn” from the data they process. The more the applications learn, the more precise the insights they generate. Those insights about customer interactions help enterprises plan effective customer experience strategies today—and even predict what they’ll need to do to keep customers satisfied in the future.

Those insights about customer interactions are designed to help businesses plan effective customer experience strategies today—and even predict what they’ll need to do to keep customers satisfied in the future.

“This is the next step-change for applications. They can change the way businesses operate. And they can change the customers’ experiences, whenever and however they choose to engage with a company,” Swan says.

Companies can use the new apps to make many improvements, based on data-driven research, to customer experience processes:

  • Show online shoppers targeted product choices based on their individual buying history and preferences, driving repeat visits, customer loyalty, and sales.
  • Deliver personalized marketing content to potential customers to capture their attention and turn them into paying customers.
  • Equip customer service representatives with up-to-date customer histories as well as recommendations to resolve problems, to improve customer loyalty.
  • Give the sales team guidance based on thoroughly researched opportunity analysis to increase sales.

Robert Mahowald, an analyst at market research firm IDC who was quoted in the USA Today article, said that Oracle’s position in the cloud battle for business is strong. He said Oracle’s database business and storage products—and now its adaptive intelligent applications—add up to a “well-rounded offering.”

Linda Currey Post covers science and technology advances as a senior writer at Oracle.

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