Pega: Driving Customer Engagement Using AI-Enabled Decision Making
Name
MIT_CISRwp449_PegaAIDecisionMaking_WixomBeath.pdf
Size
630.62 KB
Format
Adobe PDF
Checksum (MD5)
7ddcc7679b17892500a9bab936394493
Author(s)
Wixom, Barbara H.
Beath, Cynthia M.
Date Issued
June 17, 2021
Publisher
Cambridge, Mass.: Center for Information Systems Research, Sloan School of Management, Massachusetts Institute of Technology
Citation
Wixom, Barbara H. and Cynthia M. Beath. “Pega: Driving Customer Engagement Using AI-Enabled Decision Making.” Working paper 449, Center for Information Systems Research, Sloan School of Management, Massachusetts Institute of Technology, 2021. https://dspace.mit.edu/handle/1721.1/175389.
Series/Report no.
MIT Sloan School of Management Working Paper 6779-21
CISR Working Paper 449
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.
Subjects
Data monetization
Decision rights/governance
Information Technologies
Data, AI, and Analytics
Terms of Use
© Authors. All Rights Reserved. No additional permission needed for educational uses.
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