Pegasystems Inc. has launched Pega Customer Engagement Studio, a new agentic user experience designed to transform marketing operations by accelerating the creation of personalized campaigns. Announced at PegaWorld, the solution integrates with Pega Customer Decision Hub (CDH) to help marketing teams move from a brief to live 1:1 actions in minutes. The launch addresses the need for speed and scale in marketing while maintaining strict governance and control over AI-driven processes.

The new workspace brings together Pega and third-party agents into a single, governed environment. It unifies functions across marketing strategy, creative execution, data science, performance, and compliance. By orchestrating these agents, the platform allows teams to generate content, identify performance gaps, and refine strategies in real time. Built-in human oversight ensures that every output is validated before any next best action reaches a customer.

Market Context and Strategy

The introduction of Customer Engagement Studio responds to the growing reliance on agentic AI in marketing. While Gartner predicts that 60% of brands will use agentic AI to support 1:1 interactions by 2028, the firm also estimates that over 40% of agentic AI projects will be canceled due to rising costs, unclear outcomes, or inadequate risk controls. Pega's solution aims to mitigate these risks by providing a centralized platform for strategic and safe orchestration of AI agents.

Customer Decision Hub serves as the centralized AI-driven decisioning engine, analyzing customer signals to determine the next best action. Customer Engagement Studio acts as the fuel for this engine, multiplying the volume of creative treatments and offers available. This architecture is designed to prevent the disjointed experiences and increased risks that can arise from operating AI agents in silos.

Key Benefits and Availability

The solution offers several operational benefits aimed at enterprise marketing teams:

Pega Customer Engagement Studio will be available later this year as part of Pega Infinity 26. It will come standard with Customer Decision Hub on Pega Cloud. The solutions are currently on display at the PegaWorld user conference in Las Vegas.

Pegasystems Inc launched Pega Infinity Studio, an AI-powered development environment designed to build mission-critical applications without AI coding risks or extended learning curves. Announced at PegaWorld, the solution infuses architectural and industry best practices from Pega Blueprint AI into a reimagined, AI-first developer interface. The embedded AI Assistant guides developers using Pega AI or their own AI coding agents, including GitHub Copilot, Anthropic Claude AI, and OpenAI Codex, to build industrial-strength apps rooted in domain expertise and scalable architectural patterns.

Research indicates AI-generated code introduces 1.7x more defects than human-written code. Pega Infinity Studio addresses this by embedding the workflow design capabilities of Pega Blueprint AI directly into the build experience. This integration allows developers to pull best practices and design recommendations into the development process, optimizing performance and simplifying future changes with minimal training. The Blueprint designs automatically generate a Pega Infinity Studio implementation plan to guide the rapid deployment of production-ready apps.

The embedded AI Assistant enables developers to execute tasks in natural language and supports open MCP connectivity. This allows users to power the assistant with their own agentic coding tools, such as Claude Code, OpenAI Codex, or GitHub Copilot. Pega Infinity 26 includes 10 new MCP tools and more than 50 agent skills that automate the building, reviewing, testing, and updating of Pega apps, all adhering to Pega best practices.

Key Features of Pega Infinity Studio

Pega Infinity Studio will be available with the launch of the full Pega Infinity 26 suite expected in Q3. The solutions are on display at PegaWorld, the annual user conference at the MGM Grand in Las Vegas.