So. Greetings everybody. My name is Matt Nolan and we've been wrapping up what's been another amazing year in the customer engagement space and for the product that we support, which is called the Pega Customer Decision Hub. So I have my colleagues Elisa, Danilo and Matt Camuso here with me today to talk through the highlights. Kind of give you a sneak peek of what's coming in 2026. So we're just going to jump into this. So Elisa, from a market perspective, like what were the big trends that you saw like, and how did those kind of impact the lives and the daily work of marketers and customer engagement practitioners? You know, the people that are out there doing this in the wild? Yeah. I really love this question, Matt. I would say the defining theme of 2025 was how different eyes really powered. Hyper personalization. While many marketers have built strong foundations with their existing approaches and technologies, there's a growing recognition that innovation is needed to deliver improved speed and improved scale. What we saw this year was this massive shift towards real time, AI driven engagement. Marketers don't just want to send one way messages anymore, they don't want to have to rig together these complex journey step by step that struggle to adapt based on changing customer needs. Instead, they want to have conversations that matter at exactly the right moment and exactly the right channel about the things that customers actually care about. And at Pega, that's what we've been working towards.
This approach is called next best action or next Best Experience. And we want to help marketers transform from segment rules based marketing to customer engagement that's focused on a single customer and AI driven. And I was a segment based marketer for years, and I sent out lots and lots of messages that were, um, things I wanted to talk about. But I think nowadays it's really about what the customer wants to lean into, right? And I think a lot of us in the space knew that this was coming. And while traditional approaches worked for years and years and years, like decades even, um, it's time for a change. I think everybody recognizes that. But our marketing friends aren't out there trying to do this alone. There are research firms, thought leaders, technology providers that have realized this and have developed strategies and technology in order to help. So for us at Pega, that's the customer decision hub. So, moose, why don't you tell people kind of what CDH is and what's new as of 2025. Like, where are we going? Yeah of course Matt. So Customer Decision Hub at its core is a platform that uses AI in decision management to analyze data and determine the most relevant action that can add value to a customer. That could be sales service task, or maybe just sit back, do nothing at all because silence is golden. Now, over the years, we've built some great features that have helped some of the biggest brands in the world become more customer centric.
And this year is no different, right? In infinity 25, we launched an email authoring tool so marketers can create beautiful on brand emails without needing IT support. We rolled out message stream to make email and SMS delivery seamless, and we doubled down on next best action, making it even smarter with deeper AI models and better decisioning at scale. So a huge jump forward this year was also showing that CDH isn't just for inbound channels, but for outbound too. We've proved and added features which show that our AI brain is always learning and optimizing. And constantly looking to say, okay, do I need to sell, serve, retain and then figuring out how to kind of cascade that across the whole program. And that is huge, regardless of what seat you sit in. And I know that we had some major awards, some major wins, some big customer stories too, like Alyssa. Can you tell us, like what proof is out there that this approach approach actually works? Because I know people would love to hear that. Absolutely. And one of my favorites is Bank of Ireland. So I'm going to talk about them for a second. They use CDH to build trust with their customers through hyper personalized, empathetic engagement. And the results were phenomenal. They're now orchestrating personalized messages for 4 million customers across multiple channels in real time. Click through rates nearly doubled, personal loan leads jumped 46%, mortgage churn dropped by 40%. And on top of all this, we also picked up some serious hardware.
This year, Forrester named us a leader in their real time interaction management software wave. We got best overall CRM company from MarTech Breakthrough. Gartner recognized us for marketing communication excellence. Even Trustradius gave us their Tech Cares award. Ethical bias check, which honestly, that one makes me the most proud because it shows that we're not just delivering results, but we're doing it responsibly. Yeah that's amazing. And to build on that from the product side, you know, these just aren't vanity wins. What's cool is seeing our actual clients hit their stride with agile marketing processes, how technical and non-technical teams are collaborating to create better actions that they add to their action library every single day. We've got clients like Wells Fargo who process over 5 billion nextbus conversations every single year, and we're seeing numbers like A4X increase in click through rate at Rabobank. I mean, that's the dream, right? Marketing is moving fast and we're helping keep pace with them. I think it's crazy that you can get an award for ethical bias, which is all about doing it the right way and ultimately see four x click through rates in the same year. Like to me that actually speaks to both sides of the equation. So that's 2025. So we all know like emerging forms of AI are shaping personalization. Um, we introduce a lot of new features to build on that. We got some great recognition from clients and from a lot of the experts that's out there.
I love that, but let's talk about 2026 and kind of where this goes, because I don't think this market is going to slow down. I don't think Becca's going to slow down either. So Alyssa, what's the big shift that you're seeing? And like, where are we headed with all this? I can sum that up in one word. And that word is agentic. 2026 is going to be all about agentic AI. And I don't mean just prompt oriented chatbots or copilots. I mean AI that actually does the work. Marketing operations are getting impossibly complex. We all know this. We struggle with this. You've got campaigns running across a dozen channels, content approvals happening in three different tools compliance checks, performance monitoring. It's a lot. What marketers need isn't just AI that suggests things. They need AI that orchestrates things. AI that can generate content, get it approved, publish it, monitor performance, and optimize on the fly, all while staying on brand and compliant. That's where the market's going and that's where we're going to lead. Yeah, I love that. And we're building exactly that in 2026. We're rolling out Agentic marketing operations. You can think about it as your ops team supercharged by AI. We're introducing agents that can handle that content generation. You talked about strategy optimization, data analysis, compliance checking the whole nine yards or eight meters whatever in Europe. But here's the key difference between us and everyone else.
Our agents aren't just reasoning in the wild, right? They're running on proven, repeatable workflows. So you get the speed and intelligence of AI with the reliability and governance that you need in enterprise marketing. We think that's our sweet spot. We're also taking Customer Engagement Blueprint, which came out earlier in 2025. And we're adding new agents which will be able to create strategies, optimize your campaigns, and even read your existing CDH deployment to suggest improvements. It's like having that personalized strategy consultant or data scientist working with you 24 over seven. So it's not just about trying to make this bigger, better, run faster. In a lot of ways, it's using the AI to make things run smoother, to make it easier for people to kind of operationalize this in a way. So it's a lot simpler for people to get done what they need to. Is that fair? Yeah. Totally. Totally. Okay, so this sounds incredible. And I think what you both articulated is incredibly important. And I think how we're building out Agentic is going to help marketers is going to help data teams. It's not going to replace them. Right. It's going to sit there with them and help them get more done with what they have, which is what every CMO is asking their people to do. Every analytics professional really wants to get more out of what we're already using. So last question and 1 or 2 sentences like what does this mean for clients? Like what are clients going to see out of this? I'll take two sentences.
So they're going to be able to move faster and smarter than ever before. So instead of spending weeks on campaign planning, they'll be able to spin up new strategies in days or even hours because the AI is going to do the heavy lifting, right? So users teams will be able to focus on what they do best without being burnt out. What I'm most excited for is that our clients are going to build deeper, more meaningful relationships with their customers. When you can truly treat every person as an individual, when you can show up with the right message at the right time, in the right way, that's not marketing anymore. It's trust. It's loyalty. It's lifetime value. It's next best action, next best experience. And I love it. So that for us is going to be a wrap. Thank you Alyssa. Thank you Matt. Here's to an incredible 2025. An even better 2026. And let's kind of let's keep building the future of customer engagement that work for you guys. Absolutely. Thank you folks.
