Pega Advances Responsible AI for Customer Engagement

Pegasystems has launched a number of capabilities that accelerate artificial intelligence-powered customer engagement, including Pega Customer Engagement Studio, a set of agentic and automation capabilities within Pega Customer Decision Hub for the rapid design of customer engagement strategies using natural language, embedded best practices, and built-in governance.

Benefits include the following:

• Users can 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.
• Users can build advanced engagement policies for always-on actions. 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.
• It 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. Additionally, Ethical Bias Check ensures fairness by identifying and mitigating bias before deployment, enabling more responsible, transparent customer engagement.

Pega also announced a partnership with Gryphon, a contact governance platform provider for highly regulated industries, including financial services, insurance, healthcare, retail, and communications. Through this partnership, Pega Customer Decision Hub governs AI behavior through transparent, unbiased models and clearly defined engagement logic focused on decision quality and fairness, while Gryphon governs outreach legality as a discrete compliance layer. Together, the partnership introduces two key capabilities for joint clients:

• Optimization: While Customer Decision Hub intentionally suppresses audiences based on engagement policies, the Gryphon ONE platform recovers audiences by identifying legally valid exemptions and state-specific rules.
• Revenue calculator: Gryphon ONE quantifies the financial impact of over-suppression and legal exposure, enabling data-driven executive and sales conversations not natively addressed in Customer Decision Hub.

"Enterprises can't afford to treat AI governance as an afterthought," said Rob Walker, general manager opf one-to-one customer engagement at Pega, in a statement. "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."

"Pega and Gryphon share a foundational belief that AI-powered customer engagement must be both intelligent and responsible, all the way through to delivery," said Clay McNaught, CEO of Gryphon, in a statement. "We're giving our joint customers a clear, trusted path from AI decision to compliant contact."