Recent Investments From Oracle And Salesforce Signal AI May Be Ready To Impact Marketing

With the ability to make intelligent decisions based on data and behavior triggers, Oracle states that it will help users streamline business tasks and provide them with individualized recommendations for engaging with prospective customers. The announcement, named Adaptive Intelligent Applications, was made at the company's annual OpenWorld Conference and came shortly after Salesforce unveiled its Einstein project, which will incorporate AI into its core cloud offerings. The moves may also be connected to buyer needs. In a study conducted by Marketing ID (a sister publication to Demand Gen Report), one-third (33%) of marketers surveyed say their top budget priority will be predictive tools, slightly more than CRM integration (31%) and campaign reporting and metrics (31%). Industry experts noted that AI will provide users with insights into customer activities they haven't had access to previously.