Okta launches new Auth0 tools for AI agents and B2B access

Okta has unveiled a new batch of identity products under its Auth0 brand, aimed at both consumer businesses and software providers serving large corporate clients. The announcement is built on two fronts: on one side, tools designed for the rise of artificial intelligence agents that buy and transact on behalf of users; on the other, a strengthening of B2B identity capabilities for platforms that need to scale toward enterprise customers without rebuilding their infrastructure from scratch.

On the consumer front, Okta is introducing the Identity Conversion Suite, designed so brands can recognize visitors before they create an account, maintain purchase context across different sessions, and test different sign-up and login flows to identify which achieve higher completion rates. It is, in essence, a response to the classic problem of abandonment during registration and login processes, but conceived with the continuous optimization logic that characterizes digital conversion tools.

The second block, more novel, deals directly with the arrival of AI agents in commerce and customer service. Auth0 now supports secure checkouts when a consumer buys through a third-party AI assistant, and Okta has added a set of tools called AI Identity for Agentic Commerce for companies building their own assistants. The underlying logic is clear: as autonomous software begins to search, compare and close transactions on people's behalf, the central challenge for any business is no longer just "who is buying" but "can I verify that this agent is genuinely acting on behalf of a real customer and is authorized to complete the transaction". Gareth Davies, Auth0 product director at Okta, sums it up by noting that revenue growth should not have to come at the cost of taking on more risk, and that as agents act and transact on behalf of consumers, both the business opportunity surface and the vulnerability surface expand. According to Davies, these innovations aim to simplify the construction of a robust identity solution so companies can focus on growing securely, whether their users are people or AI agents.

On the B2B front, Okta has expanded Auth0's identity offering for software providers that sell to other businesses. The new tenancy management service is designed to help platforms onboard new corporate customers, allow those customers to handle their own administration, and maintain a clear separation between different customer environments. Added to this is B2B Connect, aimed at companies that want to offer enterprise single sign-on (SSO), identity federation and multi-tenant tools without having to replace the identity infrastructure they already have, allowing them to add these features without fully migrating existing users, applications or tokens. The problem it seeks to solve is common among young platforms: they tend to start out with relatively simple customer identity systems, but as they sign larger corporate clients they need more granular access controls, customer-specific administration and support for enterprise login standards.

As an example of this use, Okta cites Mitti by SafetyCulture, which uses Auth0 in its SSO configuration process. Bharg Sharma, senior software engineer at Mitti by SafetyCulture, highlights that the guided step-by-step setup, combined with the ability to test before activating an SSO connection, has been decisive: their customers can now handle the entire SSO configuration process, validate their setup and audit it themselves.

From Okta's Australia and New Zealand arm, Mike Reddie, who leads the operation in that region, frames the launch within a broader shift in how consumers will interact with businesses online. Instead of browsing multiple websites, comparing products and completing transactions themselves, Reddie says we are heading toward a scenario in which an AI agent can do much of that work on the user's behalf. Reddie stresses that this represents a significant opportunity for Australian companies, but that trust will be the critical factor: if an agent makes a purchase or interacts with a business on a customer's behalf, organizations need certainty that the interaction is legitimate and that the agent is authorized to act. He also mentions that, beyond AI agents, Australian companies are already using these identity tools to reduce friction in their growth, citing once again the case of Mitti by SafetyCulture.

Okta also points to a case in the travel and hospitality sector: Wyndham Hotels & Resorts. Eric Brohm, SVP and CISO of the chain, explains that Auth0 has enabled them to offer loyalty program members features that were not previously available, from multi-factor authentication and greater security for Wyndham Rewards to the use of APIs to connect with partners and create differentiated guest experiences.

Taken together, Okta's move reflects a trend that is beginning to take hold in the digital identity sector: authentication providers are anticipating a near future in which a growing share of purchase traffic and interactions with online services will not come from people browsing directly, but from AI agents acting on their behalf. This forces a rethink of concepts that until now were taken for granted, such as what it means to "log in", "authorize a payment" or "verify an identity", when the actor executing the action is not a human but software acting by delegation. The article provides no adoption figures, no general availability dates beyond the launch itself, and no technical details on how agent verification is implemented, so these aspects remain open questions about the initiative's real scope.