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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 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 more than seventy-five organizations.

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