Wells Fargo: 70 million customers. 6 billion decisions. Zero guesswork.

Personalization as we’ve known it is over. At Wells Fargo, marketing has evolved into something far more powerful: a real-time, AI-driven decision system that learns from billions of interactions and anticipates what each customer needs – before the conversation even begins. 

In this session, Marcia Osborne, Chief Marketing Officer, and Giles Richardson, Executive Vice President of Marketing Strategy and Delivery, reveal how Wells Fargo used Pega Customer Decision Hub™ to transform marketing from educated guesswork into a continuously learning engine. One that gets smarter with every click, swipe, call, and conversation. 

You’ll see how AI can orchestrate six billion customer interactions each month as if they were truly one to one – delivering relevance at scale. The team will also share how they are pushing into agentic AI, enabling marketing systems that act autonomously, adapt instantly, and create differentiated experiences competitors can’t easily replicate. 

This is AI doing what it was meant to do: learn fast, decide faster, and turn complexity into clarity. If you’re building the future of customer engagement, this session shows what’s possible when intelligence – not intuition – drives every decision.