Oracle is a leading vendor in a variety of product categories – everything from databases to enterprise resource planning (ERP) applications. While Oracle’s cloud strategy received a significant degree of emphasis last week during OpenWorld, the company also provided updates around its vision for using artificial intelligence (AI) to better support myriad business processes, from marketing to human resources.
Core to this vision is using machine learning to provide actionable, predictive recommendations to managers and decision makers. For example, Oracle demonstrated how AI can be used to improve recommended “next steps” for account managers in the sales module of its Customer Experience Cloud. Oracle also highlighted how AI can analyze employee performance data at-scale to allow leaders to better identify top-performing employees, or find better-fit candidates for vacant positions.
Oracle’s investments in this space have been fueled not just by a drive for innovation internally, but also by sharp competitive pressures. For example, in the customer experience space, its push towards AI closely mirrors investments vendors such as Salesforce and Adobe have made with their Einstein and Sensei tools, respectively. The emphasis on AI is savvy on Oracle’s part – having a strong AI engine will rapidly move from a competitive differentiator to a necessary point-of-parity in a wide variety of enterprise application markets.
Oracle Marketing Cloud on SoftwareReviews, Accessed September 2019