Pega forwards responsible AI for customer engagement

Pegasystems Inc., the enterprise AI software company for mission-critical work, is launching new responsible AI advancements that accelerate AI-powered customer engagement while reducing risk.

According to the company, the first to roll out is the general availability of Pega Customer Engagement Studio, a set of new agentic and automation capabilities within Pega Customer Decision Hub that enable the rapid design of customer engagement strategies using natural language, embedded best practices, and built-in governance to confidently optimize campaign effectiveness.

Pega also announced a partnership with Gryphon, a leading contact governance platform that provides omnichannel governance, continual auditability, and reach recovery for enterprises across highly regulated industries, including financial services, insurance, healthcare, retail, and communications, to meet TCPA, TRS, DNC, and FDCPA requirements.

Together with Pega’s newest capabilities, these advancements reinforce that AI speed and responsibility must go hand in hand, the company said.

New responsible AI enhancements for Pega Customer Decision Hub help ensure AI-powered marketing is fast, auditable, and accountable. These enhancements are a part of Pega Customer Engagement Studio, a new Customer Decision Hub agentic experience that unifies Pega and third-party agents so marketers can move from brief to live, personalized actions in minutes, said Pega.

Benefits include:

• Get campaigns right the first time: Enables users to design campaigns conversationally while the embedded AI assistant captures intent, asks clarifying questions, and generates strategy logic. It also automatically validates against best practices, translates intent into executable rules, and enforces approval workflows with audit history, escalation, and re-approval controls.
• Simplify policy creation and reduce training needs: Helps users build advanced engagement policies for always-on actions without expert training. An AI assistant reuses approved logic, guides policy configuration (eligibility, suitability, applicability, and contact rules), and leverages existing data models to improve consistency and reduce build time.
• Reduce risk with intelligent validation and monitoring: Prevents misconfiguration with an eligibility criteria builder that validates targeting rules, while compliance monitoring detects changes (such as opt-outs) in connected systems and flags issues before execution.

These features complement existing Customer Decision Hub offerings including Customer Profile Viewer for clearer decision transparency and Pega T-Switch for configurable AI explainability, said the company.

Additionally, an Ethical Bias Check capability ensures fairness by identifying and mitigating bias before deployment, enabling more responsible, transparent customer engagement. Together, users gain a more responsible approach to their AI usage to get customer engagement right, every time, said Pega.

Furthermore, by combining Customer Decision Hub and Gryphon ONE, organizations can move faster than those retrofitting compliance, creating an end-to-end approach that links

Pega’s new agentic capabilities and Pega Customer Engagement Studio are now available at no additional cost to existing Pega Customer Decision Hub clients as part of the Pega Infinity 26 release.

“Enterprises can’t afford to treat AI governance as an afterthought,” said Rob Walker, general manager, 1:1 customer engagement, Pega. “This expansion of our responsible AI capabilities—from our new agentic AI offerings to our partnership with Gryphon—gives our clients the ability to move faster with AI while helping ensure every decision is transparent, compliant, and accountable.”

For more information about this news, visit www.pega.com.