Agentic AI took center stage at PegaWorld as Pegasystems Inc. introduced Pega Customer Engagement Studio. The new agentic AI experience enhances Pega Customer Decision Hub and helps marketers scale personalized engagement. Moreover, the agentic AI solution enables teams to move from campaign planning to live customer actions within minutes.
Pega Customer Engagement Studio combines Pega and third-party agents in a unified workspace. As a result, marketers can create, manage, and deploy personalized experiences while maintaining governance and control.
Pega Addresses Growing Demand for Agent-Driven Marketing
Modern marketers require an expanding library of actions and treatments to support personalization. However, manual processes often limit production capacity. AI agents can help close this gap. Nevertheless, disconnected agents operating independently may increase risk and create fragmented customer experiences. According to Gartner, 60% of brands are expected to use agentic AI for one-to-one interactions by 2028. However, more than 40% of agentic AI projects may be canceled due to costs, unclear outcomes, or inadequate risk controls. Therefore, organizations need more than AI adoption. They also need effective orchestration and governance to achieve successful outcomes.
Customer Engagement Studio Combines Decisioning and Orchestration
Pega Customer Decision Hub helps enterprises analyze customer signals continuously. In addition, it determines the next best action at scale. However, its effectiveness depends on quality content, data, and customer actions. Consequently, disconnected systems or limited engagement options can reduce its impact. Customer Engagement Studio addresses these challenges by bringing together marketing strategy, creative execution, data science, compliance, and performance management into one workspace. Furthermore, the platform helps teams generate content, identify performance gaps, and improve strategies in real time. Built-in human oversight ensures every recommendation undergoes validation before reaching customers. By orchestrating workflows and AI agents, organizations can move from strategy to personalized engagement faster. At the same time, they maintain consistent and audit-ready processes.
Designed for Speed, Scale, and Governance
Customer Decision Hub determines what to recommend, who should receive it, and when it should happen. Meanwhile, Customer Engagement Studio provides the framework to safely execute those recommendations. The platform increases scale by rapidly expanding creative treatments, offers, and actions. As a result, organizations can deliver more relevant customer experiences. It also supports continuous improvement by identifying performance issues and recommending corrective actions. Therefore, teams can optimize campaigns in real time. Additionally, Customer Engagement Studio accelerates campaign deployment. Marketing teams can transform briefs into live campaigns much faster than traditional manual methods. Governance remains a core component of the solution. Consequently, organizations can execute agentic AI initiatives through controlled and audited workflows. Pega’s Predictable AI™ architecture further helps reduce risks and unnecessary costs. The platform also supports third-party agents and tools. Moreover, it deploys across leading cloud environments, including AWS and Google Cloud, while maintaining centralized control.
Pega Customer Decision Hub
Customer Decision Hub serves as a centralized AI-driven decisioning engine. It helps enterprises deliver relevant experiences to millions of customers. The platform unifies customer data, analytics, and communication channels. As a result, organizations can continuously analyze customer signals and determine the next best action. Unlike fragmented marketing systems, Customer Decision Hub connects inbound and outbound engagement activities. Therefore, marketers can act faster, simplify execution, and increase customer lifetime value through adaptive decisioning.
Availability
Pega Customer Engagement Studio will become available later this year with Pega Infinity™ 26. In addition, it will be included with Customer Decision Hub on Pega Cloud™.
Pega is showcasing the solution at PegaWorld®, its annual user conference at the MGM Grand in Las Vegas. Visitors can watch General Manager of 1:1 Customer Engagement Rob Walker and CTO Don Schuerman demonstrate the platform live on June 9. Alternatively, viewers can access the replay through the PegaWorld website.
Quotes & Commentary
“The next era of enterprise marketing will be led by organizations that can use agentic AI to scale relevance without adding uncertainty or risk,” said Rob Walker, general manager, 1:1 customer engagement, Pega. “Customer Engagement Studio gives marketing teams a turbocharged, agent-powered operating model that connects decisioning, orchestration, and governance, so every interaction is consistent, auditable, and fast. This helps turn AI investment into measurable outcomes while keeping humans in control.”
“Agentic AI has the potential to transform marketing operations by helping organizations deliver personalized customer experiences faster and at greater scale,” said Sadagopan Singam, EVP, global head, enterprise platforms and edge services, digital business services, HCLTech. “Pega’s Customer Engagement Studio brings together AI-driven decisioning, orchestration, and governance to enable enterprises to innovate responsibly while maintaining control. We have collaborated closely with Pega from the early stages of this solution and believe this launch will play a pivotal role in accelerating enterprise adoption of agentic AI-powered marketing and shaping the future of customer engagement.”
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News Source: Businesswire.com
