How Pega Is Reimagining Customer Engagement Through Agentic AI and Automation

The marketing technology landscape has exploded to over 15,000 applications, creating both opportunities and challenges for businesses seeking to maximize their existing investments. In this enlightening conversation, Tara DeZao and Rebecca Miller of Pega, share their unique perspectives on navigating this complex ecosystem while thoughtfully implementing AI solutions. The conversation reveals how Pega"s approach to AI has evolved dramatically since 2018, shifting from basic natural language processing to sophisticated generative and agentic applications that transform both customer and employee experiences. What makes this discussion particularly valuable is their candid exploration of the trust challenges organizations face when implementing AI at scale. One of the most fascinating insights comes from Pega"s innovative internal solution—"Intern Iris," an AI assistant deliberately positioned as an intern to encourage appropriate oversight and verification. This clever framing builds trust while still delivering significant productivity benefits, demonstrating how thoughtful implementation can address legitimate AI concerns. The conversation dives into the critical balance between automation and authenticity in customer engagement. As Miller notes, "If you have one bad experience as a consumer, you"re done," highlighting why governance and control remain essential even as AI capabilities advance. She offers practical guidance for organizations, recommending a measured approach that focuses on one process at a time rather than attempting wholesale transformation. Looking toward the future, De Zao predicts a significant shift in customer service over the next five to seven years—an increasingly autonomous landscape where routine transactions are handled through AI while human agents evolve into specialists managing complex emotional situations. This vision acknowledges both the transformative potential of technology and the enduring value of human connection. Whether you"re a marketing leader evaluating AI solutions, a customer experience professional reimagining service delivery, or a technology strategist planning your organization"s digital future, this discussion provides valuable perspective on balancing innovation with appropriate controls to deliver experiences that build rather than erode trust.