Oracle Apps and Industry Analyst Summit: Infrastructure and Architecture as the Foundation of Customer Experience

This IDC Market Note focuses on the announcements and themes surrounding Oracle's customer experience (CX) suite highlighted at the Apps and Industry Analyst Summit. The company emphasized on the evolution of its CX suite as a cloud-native, AI-infused platform built on Oracle Cloud Infrastructure (OCI). Central to this strategy is the Oracle AI Agent Studio, enabling organizations to deploy intelligent, context-aware agents that automate tasks across sales, service, and marketing - leveraging unified customer and enterprise data from the Oracle Unity CDP and Fusion applications. Oracle's unified CX architecture now supports modular, scalable solutions such as subscription management and field service automation, with generative AI and agentic automation driving personalization and decision-making at scale. While Oracle offers embedded AI agents at no added cost, IDC notes the need for clearer ROI tracking to support adoption and competitive differentiation. The overarching goal is a connected, AI-driven CX ecosystem that transforms operations across departments and delivers measurable value through automation, real-time insights, and data-driven customer engagement.