PEGAInnovate Amsterdam

Speaker: Don Schuerman, CTO and Head of Marketing, Pega

The era of rigid applications and manual work is over. In this powerful keynote, Don Schuerman will reveal how agentic AI is unbinding the enterprise—embedding intelligent agents directly into workflows to create businesses that are fluid, autonomous, and built to move at the speed of ambition. From design‑time AI to self‑resolving work and responsible, predictable operations, you’ll see a pragmatic blueprint for turning AI from hype into real outcomes. Because the future of business isn’t supported by systems—it’s run by them.

Speaker: Ralph van de Rijt, Senior Tech Lead, Rabobank

Speakers: Peter van der Putten, Lead Scientist, Office of the CTO & Director Pega AI Lab & Ricardo Cachucho , Global Lead, AI Solutions Consulting, Pega

If we can have self-driving cars, why not autonomous enterprises that self-optimize towards customer and business goals, without losing control? In this session we will showcase agentic AI-powered experiences that drive one-to-one marketing, customer engagement and business workflows, and discuss key, pragmatic strategies to scale and expand adoption across the enterprise.

Speakers: Max Meijer, Product Owner Marketing Automation, Transavia & Bram van Essen, Business Analyst/Decisioning Consultant, Transavia

Transavia has spent five years building a Customer Decision Hub-driven personalization engine — and is now extending that foundation into agentic AI and AI-native distribution. In this session, Max Meijer and Bram van Essen share how Transavia evolved from rules-based marketing to real-time, AI-driven decisioning, and what it's building next to make the airline findable and bookable by AI agents.