Pega Launches Customer Engagement Studio to Transform Marketing Operations with Agentic AI

Key Terms

agentic ai technical

Agentic AI refers to computer systems that can make their own decisions and take actions without needing someone to tell them what to do each time. It's like giving a robot a degree of independence to solve problems or achieve goals on its own, which matters because it could change how we work and interact with technology in everyday life.

ai agents technical

AI agents are computer programs designed to perform tasks or make decisions automatically, often by learning from data and adapting to new information. They act like virtual assistants or robots that can handle complex activities without human intervention, which can help businesses and individuals save time and improve efficiency. For investors, AI agents matter because they can enhance decision-making and automate processes that influence markets and financial outcomes.

next best action technical

A method companies use to pick the single most appropriate action or suggestion for a customer or situation at a given moment, based on available data, business goals and rules. Think of it like a GPS that recommends the best turn based on traffic, destination and driver preferences. For investors, adoption of next best action tools can signal more efficient sales, better customer retention, lower costs and tighter compliance, all of which can affect future revenue and risk.

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New agent-powered workspace can take marketers from brief to live 1:1 campaign in minutes, without sacrificing control

LAS VEGAS--(BUSINESS WIRE)-- Pegasystems Inc. (NASDAQ: PEGA), the enterprise AI software company for mission-critical work, today at PegaWorld® announced Pega Customer Engagement Studio^TM, a new agentic user experience for Pega Customer Decision Hub^TM (CDH), the AI decisioning platform for scaling personalized experiences. Customer Engagement Studio brings together Pega and third-party agents in an intuitive workspace, helping marketers move from marketing brief to live personalized actions in minutes – all while maintaining governance and control.

Transform campaign briefs into structured, executable engagement plans in minutes, dramatically accelerating time to value.

Market context: The reality check for agent-driven marketing
Today’s marketers need a constantly expanding library of marketing actions and treatments to power personalized customer experiences – far more than manual production allows. AI agents can close this gap, but operating agents in silos without coordination increases risk and creates disjointed experiences.

While Gartner predicts 60% of brands will use agentic AI to support 1:1 interactions by 2028, more than 40% of agentic AI projects will end up canceled due to rising costs, unclear outcomes, or inadequate risk controls. The takeaway: success depends on not just adopting AI agents but orchestrating them strategically and safely to deliver the right outcomes.

A closer look: A comprehensive solution from decisioning to orchestration
Customer Decision Hub delivers massive enterprise value by continuously analyzing customer signals and determining the next best action at scale, but its performance depends on the content, data, and actions that fuel it. Disconnected channels, underutilized AI, or too few relevant actions and treatments limit its impact.

Customer Engagement Studio gives CDH the fuel it needs for optimal performance. It unifies agents across marketing strategy, creative execution, data science, performance, and compliance into a single governed workspace, helping marketing teams rapidly generate content, surface performance gaps, and refine strategies in real time. Built-in human oversight ensures every output is validated before a next best action reaches a customer. By orchestrating agents and workflows, teams can move from strategy to live, 1:1 engagement faster with consistent and audit-ready processes.

The benefits: Designed for speed, scale, and compliance
CDH determines what to recommend, to whom, and when, while Customer Engagement Studio unifies agents to safely power those recommendations. Benefits include:

• Greater scale and relevance: Rapidly multiplies the volume of creative treatments, actions, and offers available to deliver better experiences.
• Continuous improvement: Answers performance questions in real time. Surfaces gaps and provides recommendations, such as: “Your filtering rules are too narrow, limiting next-best-action impact.”
• Faster speed to market: Turns briefs into new actions and launches always-on and one-time campaigns faster than any manual process. Uses proactive, real-time visibility to adapt on the fly.
• Built-in governance and compliance: Ensures responsible agentic execution with audited, governed workflows. Pega’s Predictable AI™ architecture removes the risks and costs associated with uncontrolled AI.
• Partner-ready architecture: Connects to third-party agents and tools and deploys on leading clouds, including AWS and Google Cloud, while maintaining centralized governance and control.

About Pega Customer Decision Hub
Customer Decision Hub is a centralized, AI-driven decisioning engine that helps enterprises deliver relevant experiences to millions of customers. By unifying data, analytics, and channels, it continuously analyzes customer signals and determines the next best action, ensuring interactions are timely, contextual, and consistent. Unlike fragmented marketing stacks, CDH connects inbound and outbound engagement so marketers can act faster, simplify execution, and increase customer lifetime value through always-on, adaptive decisioning.

Availability
Pega Customer Engagement Studio will be available later this year with Pega Infinity^TM 26 and will come standard with Customer Decision Hub on Pega Cloud^TM. The solutions are on display at PegaWorld®, the annual user conference at the MGM Grand in Las Vegas being held this week. Watch general manager of 1:1 customer engagement Rob Walker and CTO Don Schuerman demonstrate these capabilities live on the mainstage on Tuesday, June 9, or watch the replay later at www.pegaworld.com.

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."

Supporting Resources:

• Product information: Pega Agentic Marketing
• Product Information: Pega Customer Decision Hub
• Product Information: Pega Predictable AI

About Pega
Pega delivers the platform to reimagine, run, and evolve the processes and decisions an enterprise can't afford to get wrong. We combine AI with proven architecture to keep mission-critical operations governed, scalable, and continuously adaptable. Since 1983, the world's largest organizations have trusted Pega to turn transformation ambition into durable results. Learn more at pega.com.

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View source version on businesswire.com: https://www.businesswire.com/news/home/20260608121466/en/

Press Contact:
Ilena Ryan
Director of Public Relations
Ilena.ryan@pega.com
(617) 866-6722

Source: Pegasystems Inc.