Observed Signal · Feb 10, 2026 · Feature Release · Source: https://martech.org/feed/ · Impact: 4/5 · Sentiment: Positive
Oracle Unveils AI Agents to Boost Marketing and Sales
Oracle announced additional role-based AI agents for revenue teams that are embedded within Oracle Fusion Cloud Applications to support marketing, sales and customer service processes. The new prebuilt agents are natively integrated into Oracle Fusion Applications and offered at no additional cost. Oracle also introduced AI Agent Studio for building, testing and deploying AI agents and agent teams across the enterprise. Oracle positions the agents to surface insights from unified, cross‑functional data (exposing data silos such as procurement, service records and order management) and to automate operational tasks while providing predictive guidance. Rob Pinkerton, SVP at Oracle, urged customers to adopt a phased approach to AI. The release includes multiple marketing, sales and service-specific agents (e.g., Program Planning Agent, Copywriting Agent, Quote Generation Agent, Work Order Scheduling Agent).
Major enterprise software vendor (Oracle) released a suite of prebuilt AI agents and a developer studio integrated into Fusion Cloud Applications, which affects martech, sales and service workflows by surfacing cross‑functional data and enabling automation at scale.
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Key Takeaways & Evidence Grounding
- Oracle announced new role-based AI agents embedded in Oracle Fusion Cloud Applications for marketing, sales and service.
- The agents are prebuilt, natively integrated into Oracle Fusion Applications and provided at no additional cost.
- Oracle introduced AI Agent Studio for Fusion Applications to build, test and deploy AI agents and agent teams.
- Oracle says the agents expose and surface data from enterprise silos (procurement cycles, service records, order management, maintenance) to marketing and revenue teams.
- Rob Pinkerton (SVP at Oracle) recommended a step-by-step adoption approach and described agents as enabling marketers to focus more on creative and strategic work.
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Oracle Launches Fusion Agentic Applications for CX
Oracle announced Fusion Agentic Applications for Customer Experience (CX), a set of AI-driven, outcome-focused enterprise applications built into Oracle Fusion Cloud Applications. The agentic applications run on Oracle Cloud Infrastructure, leverage industry-leading large language models, and operate inside Oracle’s Fusion security framework to autonomously execute and progress sales, service, and marketing workflows while surfacing exceptions for human judgment. Five new workspaces — Contract Compliance, Cross-Sell Program, Marketing Command Center, Sales Command Center, and Service Manager — are available within Oracle Fusion Cloud CX. The initiative is supported by Oracle AI Agent Studio, which includes an Agentic Applications Builder, observability, ROI measurement, and safety controls for enterprise deployment.
Oracle launches AI-native builder for Fusion Agentic Apps
Oracle announced a new AI-native builder experience for Oracle AI Agent Studio for Fusion Applications that enables customers and partners to create and run Fusion Agentic Applications natively inside Oracle Fusion Cloud Applications. The unified builder supports no-code, low-code and pro-code workflows, including a new AI Studio Skill that integrates with developer tools such as Visual Studio Code, CLIs, Git, and AI coding assistants. Fusion Agentic Applications run inside Fusion, inheriting security, governance, approvals, and auditability, and can coordinate Oracle, partner, third-party and custom agents. Oracle is expanding its AI Agent Marketplace, publishing developer templates on GitHub, and says the offering is available at no additional cost. The announcement includes industry endorsements from Accenture, Constellation Research, Deloitte, IDC and PwC highlighting the potential for faster, governed enterprise AI adoption.
Salesforce Launches Agentic Marketing Agents
On June 3, 2026 at its Connections event in Chicago, Salesforce unveiled a suite of agentic marketing tools designed to automate end-to-end marketing and sales workflows. Announcements include Qualified-sourced sales agents Piper (SDR) and Hunter (prospecting), Agentforce Content Agent (pilot) for multi-channel content generation, Real-Time Offer Management (coming soon) for behavioral offer personalization, and Marketing Expert Agent (pilot) to build, launch and optimize campaigns against goals and guardrails. Salesforce also previewed a forthcoming Slack integration to manage audience segments, campaigns, journeys and performance insights via conversational interactions. The releases reflect a shift from task-level AI assistance toward autonomous agents that can execute broader workflows with limited human intervention.
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