Oracle uses AI to automate parts of digital marketing

Oracle Corp announced on Monday a new system that it says will use artificial intelligence to automate key parts of digital marketing campaigns. Once primarily known for its database software, Oracle is competing against firms like Adobe Inc and Salesforce.com Inc to sell cloud-based software used for marketing business-to-business products that typically cost thousands of dollars or more. Oracle's Fusion Marketing system, as the product announced Monday is called, uses artificial intelligence to automatically assemble marketing campaigns and determine whether the people who interact with emails or To do it, the system sucks in data from a variety of sources. “A lot of it is much more measurable than it has been in the past,” Rob Tarkoff, executive vice president or Oracle's advertising and customer experience cloud, said of digital marketing campaigns.