VIGNETTE
A description of a firm’s approach to an IT management issue, written according to a prescribed template
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.
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.
Access More Research!
Any registered, logged-in user of the website can read many MIT CISR Working Papers in the webpage from 90 days after publication, plus download a PDF of the publication. Employees of MIT CISR members organizations get access to additional content.
Related Publications
About the Authors
Barbara H. Wixom, Principal Research Scientist, MIT Sloan Center for Information Systems Research (CISR)
MIT CENTER FOR INFORMATION SYSTEMS RESEARCH (CISR)
Founded in 1974 and grounded in MIT's tradition of combining academic knowledge and practical purpose, MIT CISR helps executives meet the challenge of leading increasingly digital and data-driven organizations. We work directly with digital leaders, executives, and boards to develop our insights. Our consortium forms a global community that comprises around seventy organizations.
AlixPartners
Avanade
Cognizant
Collibra
IFS
ABN Group
Alcon Vision
Amcor
ANZ Banking Group (Australia)
AustralianSuper
Banco Bradesco S.A. (Brazil)
Banco do Brasil S.A.
Bank of Queensland (Australia)
Barclays (UK)
BNP Paribas (France)
Bupa
CarMax
Caterpillar, Inc.
Cemex (Mexico)
Cencora
CIBC (Canada)
Cochlear Limited (Australia)
Commonwealth Superannuation Corp. (Australia)
Cuscal Limited (Australia)
CVS Health
Dawn Foods
DBS Bank Ltd. (Singapore)
Doosan Corporation (Korea)
Fidelity Investments
Fomento Economico Mexicano, S.A.B., de C.V.
Genentech
Gilbane Building Co.
International Motors
Jewelers Mutual
Kaiser Permanente
Keurig Dr Pepper
King & Wood Mallesons (Australia)
Mater Private Hospital (Ireland)
Nasdaq, Inc.
Nomura Holdings, Inc. (Japan)
Nomura Research Institute, Ltd. Systems Consulting Division (Japan)
Novo Nordisk A/S (Denmark)
OCP Group
Pacific Life Insurance Company
Pentagon Federal Credit Union
Posten Bring AS (Norway)
Principal Life Insurance Company
QBE
Ramsay Health Care (Australia)
Reserve Bank of Australia
RTX
Saint-Gobain
Scentre Group Limited (Australia)
Schneider Electric Industries SAS (France)
Tabcorp Holdings (Australia)
Telstra Limited (Australia)
Terumo Corporation (Japan)
Tetra Pak (Sweden)
Truist Financial Corporation
UniSuper Management Pty Ltd (Australia)
Uniting (Australia)
USAA
Vanguard
WestRock Company
Wolters Kluwer Financial & Corporate Compliance
Xenco Medical
Zoetis Services LLC
MIT CISR Associate Members
MIT CISR wishes to thank all of our associate members for their support and contributions.