Oracle's major update on Eloqua AI - and it’s a game‑changer for your Marketing Operations.

The AI paywall just came down

Oracle has just done something rare in enterprise software: It gave something valuable away for free. As of June 2025, every Eloqua customer can access its Advanced Intelligence suite - including both Classic and Generative AI features - at no additional cost.

No “premium add-on.” No “AI license uplift.” Just submit a service request (SR), and you're in.

In a MarTech world where new AI features often come with hidden fees and bloated sales decks, this move is a big deal. And if you're in Marketing Ops or campaign management, it's not just welcome - it's strategic ammo.

The big reveal: Free AI for all Eloqua users

Here’s what Oracle announced:

All Eloqua customers - regardless of package - can now access Advanced Intelligence features for free.
This includes:
- Classic AI: Predictive modelling, lead scoring, send-time optimisation.
- Generative AI: Content suggestions, email drafting, dynamic personalisation.
To activate, you submit a simple support request (SR) via My Oracle Support. That’s it.

The rollout started on June 12, 2025. Oracle will proactively reach out to customers throughout June and July, pod by pod, to help them enable and adopt the new functionality.

Bottom line: if you're an Eloqua customer and not using AI yet, you just ran out of excuses.

Why Oracle did this: Competitive pressure + AI arms race

Let’s call it like it is: this isn’t just generosity. Oracle’s move is a strategic response to:

Salesforce’s GPT push across Marketing Cloud
HubSpot’s relentless AI positioning for SMBs
Marketo/Adobe’s own AI personalization and journey building tools

Oracle knows that if Eloqua doesn’t keep up - or better yet, outflank - marketers will jump to platforms that are cheaper, smarter, and easier to automate.

Giving away AI isn’t Oracle going soft. It’s Oracle going to war.

By removing the cost barrier, Oracle is forcing the conversation back to value realisation - which AI features are actually making marketers faster, smarter, and more efficient?

Spoiler alert: If your team is still hand-scoring leads in Excel, the answer’s obvious.

Your marketing advantage: What AI unlocks in Eloqua

Here’s what you’re now sitting on:

Classic AI (predictive, rules-based)

Lead scoring with predictive modeling: Move beyond static rules and let the model learn from conversion history.
Segmentation insights: Discover new high-converting segments based on behavioral data.
Send-time optimization: Hit inboxes when your audience is actually reading them.

Generative AI (LLM-powered)

Email writing suggestions: Draft subject lines or full emails with contextual cues from past performance.
Form and landing page copy: Get AI to propose on-brand, conversion-optimized content.
Dynamic personalization: Tailor messaging at scale without manually creating dozens of versions.

This isn’t toy-level AI - it’s strategic enablement for any marketing team that wants to operate like it’s 2025, not 2015.

How to get started

Oracle made this part simple:

Log in to My Oracle Support
Submit a Service Request asking to enable Advanced Intelligence
Wait for confirmation (and possibly onboarding instructions)
Start testing and exploring

Oracle will also reach out proactively throughout June and July - but don’t wait. Be the team that’s already live when the rest are still stuck in meetings about “AI readiness.”

Best-practice tips: Make AI work for you

Getting access is the easy part. Getting results? That takes some intention.

✅ Start small, scale fast

Don’t roll AI out across everything. Start with one high-impact campaign or program and use it as a proving ground.

📊 Measure everything

Run A/B tests comparing AI-generated content vs. human-only versions. Benchmark conversion rates, engagement, time saved.

🧠 Train your team

Fear of the unknown will stall adoption. Run short enablement sessions, demo features, and frame AI as augmentation - not replacement.

🔁 Tune and iterate

Classic AI models improve with data. Generative AI gets better with prompts. Don’t set it and forget it.

FAQ: What marketers are asking

“Do I really get this for free?”

Yes. No cost. No strings. Just file an SR and activate it.

“What’s the catch?”

No catch - but there is some effort required:

You need to request it
You may need to train your team
You’ll want to adjust workflows to make use of the new tools

“When do I have to act?”

Now. Rollout started in June, and Oracle plans to reach all customers by July. But you can beat the queue by submitting your SR today.

Strategic implications: This changes the MarTech table stakes

This isn’t just about Eloqua - it’s about what we now expect from enterprise MarTech vendors.

AI is no longer a paid premium. It’s the baseline.

If Oracle can offer predictive and generative AI across its entire user base, every other platform is on notice. Licensing models will shift. Adoption curves will flatten. And the excuses for not using AI will vanish.

For B2B teams especially, this opens the door to faster campaign production, better segmentation, and higher ROI - without needing to double headcount.

Final call-to-action: Don’t wait for the AI memo

If you’re running Eloqua, this is your moment to:

File the SR
Test the tools
Become the internal AI success story

Treat this like an opportunity to lead - not just another tech update. Marketing teams that embrace this early will look smarter, ship faster, and spend less time reinventing the wheel.

The Eloqua AI paywall is gone. What you do next is entirely on you.

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