Oracle Korea Shifts From Selling Tech to Solving Customer Problems

Oracle Korea is overhauling its domestic business for the AI era, shifting from selling technology and licenses to solving industry-specific customer problems. The company also plans to expand results through multicloud partnerships and cooperation with Korean AI startups.

Speaking to Korean reporters at Oracle AI World 2026 at the Venetian Expo in Las Vegas on the 28th (local time), Oracle Korea President Kim Sung-ha said the company used to approach customers with individual technologies. Now, he said, it approaches them at a consulting level, asking how to solve the problems they actually have.

Kim, who took the post in early 2024, has reorganized a technology-centered sales force around industry demand and cloud and AI business. Oracle's annual conference was renamed from Cloud World to AI World last year, and this year, Kim said, the company is walking the path it outlined then. "Last year we presented the direction we should take; this year we are actually walking it," he said, describing the company as a partner in customers' AI adoption journey.

Multicloud and AI data platforms

The core strategy is to strengthen AI data platforms and multicloud business built on infrastructure and data technology. Cooperation with global big tech firms that were once rivals is producing concrete results in Korea, Kim said. Multicloud collaboration with Amazon Web Services has been possible since April, and customers who doubted whether the solutions really work are now signing contracts. Oracle Korea plans to deepen that cooperation next year.

Backing local AI startups

Oracle Korea is also preparing a new startup support program. Solutions from selected companies would be listed on the Oracle Cloud Infrastructure (OCI) Marketplace and linked to Oracle's global sales network to support overseas expansion.

Vice President Na Jeong-ok said no single company can build everything in the AI ecosystem, so partners must go to market together. Oracle Korea is exploring joint sales with Scionic AI, combining Oracle infrastructure with the startup's own AI solutions, and is jointly winning AI projects for Korean financial customers with Bespin Global.

For Fusion Cloud Applications, its main global business, Oracle Korea will take a partner-led approach rather than expanding rapidly, seeking AI companies that can meet the detailed needs of Korean firms. Kim called AI not a simple technological evolution but a shift comparable to an industrial revolution, and said Oracle will support customers so they are not left behind.