Pegasystems Inc., the enterprise AI software company for mission-critical work, 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.

Market context: The reality check for agent-driven marketing
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.

Marketing Technology News: MarTech Interview with Theresa Pham, Head of Product @ Wayvia

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.