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Working Paper: Vignette

Pega: Driving Customer Engagement Using AI-Enabled Decision Making

Pegasystems transformed its content marketing by using AI to enable always-on outbound communications.
VIGNETTE

A description of a firm’s approach to an IT management issue, written according to a prescribed template

Abstract

Pegasystems Inc. (Pega) was a 38-year-old software company based in Cambridge, MA that developed and hosted software for customer relationship management, digital process automation, and business process management. This vignette describes how Pega adapted its proprietary AI-enabled decision-making engine, Pega Customer Decision Hub, to optimize its marketing communications. The vignette is part of a series of stories that illustrate value creation using AI.

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About the Authors

Profile picture for user cynthia.beath@mccombs.utexas.edu

Cynthia M. Beath, Professor Emerita, University of Texas at Austin

MIT SLOAN CENTER FOR INFORMATION SYSTEMS RESEARCH 

Founded in 1974 and grounded in the MIT tradition of rigorous field-based research, MIT CISR helps executives meet the challenge of leading dynamic, global, and information-intensive organizations. Through research, teaching, and events, the center stimulates interaction among scholars, students, and practitioners. More than ninety firms sponsor our work and participate in our consortium. 

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