Oracle unveils AI-powered apps for cross-channel marketing, chatbots and content cloud

Vendor's new artificial intelligence apps blend first-party data with third-party insights from BlueKai for campaign and interaction recommendations but extend through the whole CX proposition

Artificial intelligence-based apps that blend first and third-party data for better customer engagement interactions, real-time chatbots, and mobile enhancements are among the raft of new capabilities launched by Oracle for its Marketing Cloud platform this week.

Announced at this week’s Oracle Modern Customer Experience summit in Las Vegas, the vendor’s answer to artificial intelligence in CX, its new Adaptive Intelligent Apps, extend AI capabilities across key Oracle Customer Experience Cloud offerings, including Marketing, Service, Sales and Commerce.

Each of the four apps is being offered as a plug-in for execution platforms within each cloud and designed for servicing a particular need of each user. The apps take advantage of third-party audience data housed in the Oracle Data Cloud and sourced from BlueKai, as well as an end customer’s first-party data sets, and is designed to improve customer experience across the customer lifecycle in real-time, the vendor said.

For marketers, for example, the apps are aimed at helping with improving cross-channel experiences by helping marketers decide on the most relevant, personalised content for each customer, but at scale.

“What AI offer for the first time is a recommendation system that works with what data you already have, plus it can pull data about your customers from the Oracle Data Cloud, putting more signal into the recommender, thus drive better recommendations,”Oracle group VP product management, Steve Krause, told attendees.

Read more: CMO's exclusive interview with Steve Krause on where Oracle is going with artificial intelligence

“That’s a big difference because recommendations aren’t just based on what you know about your customer, but also what the Data Cloud knows.

“It doesn’t bring data back to you, it just gives you recommendation. That’s important because it’s privacy safe. Bringing in more data makes your recommendations better.”

The BlueKai big data cloud has billions of anonymous B2B consumer profiles, along with 50,000 data category attributes reflecting the preferences, demographics, context and behaviours of consumers from hundreds of different sources. It’s one of several acquisitions Oracle has made over recent years to shore up its data offering. Last week, the vendor took another big step forward with its acquisition of ad verification firm, Moat.

In the customer service space, adaptive intelligence offers are designed to deliver predictive product failure, account health and recommendation capabilities, again with the aim of improving service experiences.

Oracle’s other big product news for marketers is the launch of its Chatbots platform, allowing marketers, service and commerce teams to tap into text and voice-based interaction platforms such as Facebook Messenger and Amazon Alexa, to respond to customer questions.

“In a world where not everyone will download your mobile app but are using Facebook Messenger and Alexa-driven devices, chatbots are a way for you to play in these new conversational media,” Krause claimed. “The reason this matters is because of things like Messenger, Alexa, Google home – these are starting to happen and we’re only at the beginning of this trend. This is about enabling you to be there as a brand as interaction happens.”

Another announcement was the Oracle Content and Experience Cloud, a separate cloud-based content portal for creating, managing and delivering content to different digital channels. The cloud sits under the umbrella of the Oracle Cloud platform, and alongside the Customer Experience cloud, and includes features such as content collaboration, a centralised content hub, the ability to manage content from within enterprise applications, and APIs to ensure cross-channel integration.

A number of enhancements were also unveiled by Oracle during its Marketing Cloud keynote, including a new BlueKai cross-channel audience builder capability and responsive email designer linked to mobile push notifications, part of an ongoing series of mobile product advancements.

In its B2B Eloqua offering specifically, the vendor took the wrappers of its new Content portal, and said a new user designer interface is on its way.

For sales, Oracle is now providing Eloqua Engage and Profiler functionality directly in Outlook as a plug-in, better integrating the sales team’s email clients with marketing automation and campaign management.

  • Nadia Cameron travelled to Oracle Modern Customer Experience summit as a guest of Oracle.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in