• by Ray Schultz , December 3, 2021

Pegasystems Inc. has debuted a new AI-driven capability that it says will help marketers react to customer needs and deliver personalized messages in their preferred channels.  

The new tool, Next-Best-Action Customer Journeys, is a “propensity-driven solution that adapts to customers’ context in real time,” says Rob Walker, vice president of decisioning and analytics, Pegasystems.  

Walker adds that “instead of creating static experiences based on deterministic logic, organizations need to optimize and humanize the customer experience.” He says the tool will help brands rapidly activate journey data, orchestrate journeys with real-time propensity scoring and analyze and optimize journey performance, the company says. 

“While the opportunity to attract customers’ attention is more elusive than ever, most traditional  marketing tools still can’t meet customers exactly where they are on their journeys,” Walker says.