All of the above are possible.
The text language you saw during the demonstration is called the Business Object Model, or BOM, and it is built on an eXecution Object Model, or XOM. The XOM could be a set of Java classes where the BOM is built from the member variables of the classes as well as their methods. Thus, when a rule is authored, the text is seamlessly mapped to the appropriate XOM variables/methods at runtime.
With this structure, any XOM method can be invoked from the business rule and thus any operation (such as Java, JDBC, Web Services and more) can be performed during rule execution.
With this flexibility in mind, best practices state that this type of intergration should be limited and as much data as possible provided to the rule engine up front to avoid performance degredations within the rule execution.