Pega Unveils AI-Powered Customer Engagement Studio to Streamline Marketing Operations
Event summary
- Pegasystems Inc. launched Pega Customer Engagement Studio, an agentic AI-powered user experience for its Customer Decision Hub, at PegaWorld 2026 in Las Vegas.
- The new solution integrates Pega and third-party agents into a single governed workspace, enabling marketers to move from brief to live personalized actions in minutes.
- Customer Engagement Studio will be available later this year with Pega Infinity 26 and will come standard with Customer Decision Hub on Pega Cloud.
- The solution aims to address the gap between manual marketing production and the need for personalized customer experiences at scale.
The big picture
Pega's launch comes amid growing industry recognition of the need for strategic orchestration of AI agents to deliver personalized customer experiences at scale. Gartner predicts significant adoption of agentic AI, but also highlights risks such as rising costs and inadequate risk controls. Pega's solution aims to address these challenges by unifying agents across marketing strategy, creative execution, data science, performance, and compliance into a single governed workspace.
What we're watching
- Adoption Pace
- The pace at which enterprises will integrate agentic AI into their marketing operations, given the predicted 60% adoption rate by 2028.
- Governance Dynamics
- How Pega's Predictable AI architecture will influence the market's approach to AI governance and compliance.
- Competitive Response
- Whether competitors will accelerate their own agentic AI solutions to match Pega's integrated decisioning and orchestration capabilities.
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