AI in martech

Put agentic AI to work across your marketing stack.

See where AI agents pay off in marketing, what they need to act safely, and how to lead the change in your role or team.

Agentic AIMartechPega CDH
Book a free discovery callSee the Pega CDH interview guide
Where martech stands

AI is everywhere in marketing, but trust is still catching up.

  1. Adoption

    AI is already in every part of the marketing stack.

    Every martech category grew its use of AI between 2024 and 2026.

    1State of Martech 2026
    20242026
    Content and experience
    Data
    Management
    Advertising and promotions
    Social and relationships
    Commerce and sales
  2. Autonomy

    Few teams let AI decide or act on its own.

    Most use it to create and personalise, and far fewer let it choose the next offer or act alone.

    2The CMO Survey 2026
  3. Control

    The checks around AI have not kept pace.

    Teams produce far more with AI than they verify or govern.

    1State of Martech 2026
    Checking and governing itProducing with AI
    Content
    Data
  4. Outlook

    Autonomous agents are rare, but the shift is coming.

    CMOs expect the share of marketing work done by AI to more than double by 2028.

    3BCG CMO research 20264Gartner CMO survey 2026
    8%

    of CMOs run campaigns in which multiple AI agents act autonomously.

    of marketing work CMOs expect AI to automate.

Sources
  1. 1State of Martech 2026, Scott Brinker and Frans Riemersma (chiefmartec and MartechTribe), May 2026. Survey of 208 marketing and marketing operations leaders, February 2026.
  2. 2The CMO Survey 2026, Duke University Fuqua School of Business, Deloitte and the American Marketing Association. 308 US marketing leaders, January 2026.
  3. 3BCG, How CMOs are Moving Agentic Marketing from Illusion to Reality, June 2026. 300 CMOs worldwide.
  4. 4Gartner, CMO survey press release, May 2026. 402 CMOs, August to October 2025.
Pega CDH

Know exactly where AI scales using your Pega CDH business context.

Pega CDH already decides the next best action. The value now is knowing where outside AI adds something new, and connecting it so Pega CDH still makes the call.

Conversational agentsMost asked

One next best action, even when AI does the talking.

Marketing and service teams are each buying their own AI chat and voice tools, and every one improvises its own offers. Tether them to Pega CDH: the agent handles the conversation, and Pega CDH makes the decision.

CustomerI’m thinking of moving my mortgage elsewhere.

AI agentBefore you decide, I can book you a fixed-rate review with a mortgage adviser this week.

Offer chosen by Pega CDH, contact policy checked

Already in Pega CDHServes the next best action to every channel.

Unstructured signalsMost asked

Decisions that hear what the customer just said.

Your richest signals sit in call recordings and chat transcripts that Pega CDH never sees. An LLM parses a 10-minute angry call into a clean JSON payload and feeds it straight into Pega CDH as a real-time signal.

“…third time I’ve called about this fee. If it’s not sorted, I’m closing the account.”

LLM
{
  "intent": "churn_risk",
  "sentiment": "negative",
  "topic": "fees",
  "urgency": "high"
}
Pega CDH
Next best actionRetention call-back, todaySignal to decision in real time

Already in Pega CDHAdaptive models learn from customer data and interaction history.

Content at delivery

The same decision, written for each customer.

Pega CDH picks the offer, and an external LLM writes the copy and tone for each customer just before delivery, inside your approved brand and compliance limits.

Pega CDH decision: platinum credit card
  • Frequent travellerTravel more, and pay less abroad.
  • Young familyEarn back on the weekly shop.
  • Long-standing customerPriority service, whenever you call.

Already in Pega CDHDecides the offer, and drafts treatments in your brand voice.

Implementation auditMost asked

A leaner Pega CDH that is faster to change.

Legacy instances are bloated with overlapping rules and stale actions. An AI agent maps the implementation, audits it and recommends what to consolidate, retire or rebuild.

Already in Pega CDHFlags gaps, such as actions that rarely reach arbitration.

Legacy migration

Years of campaign logic, drafted into Pega CDH.

AI reads the rules in your legacy campaign tools and drafts the Pega CDH actions and engagement policies from them, ready for your architects to refine.

Legacy campaign rule
IF balance > 5000
 AND last_contact > 30d
THEN offer = SAVINGS_BOOST
AI draft
Action
Savings boost
Eligibility
Balance above 5,000
Contact policy
Once every 30 days

Already in Pega CDHFramework and design tooling to build the programme.

Agent testing

Proof your AI agents stay inside Pega CDH’s decisions.

Pega CDH can simulate a strategy, but nobody is testing what the new AI agents actually say. AI agents play synthetic customers and run conversation after conversation through your chat and voice agents before go-live.

Synthetic customer conversation

Synthetic customerCan you take something off my rate if I stay?

AI agentI can take 1% off your rate today.

  • Tone and disclosures correct
  • Contact policy respected
  • Discount not offered by Pega CDH, flagged before go-live

Already in Pega CDHSimulation, synthetic test data and persona tests for your strategies.

I map this for organisations new to Pega CDH or already running it, and for the professionals who deliver it.

Map AI around your Pega CDHSee the Pega CDH interview guide
Work with me

Start where agents can deliver a result you can prove.

Close the gap between using AI and trusting it to act, in your own role or across your team.

For you

Lead the change in your own role

One-to-one mentoring on putting AI agents to work in your marketing role and governing them well, with results you can show.

Book a free discovery callFor your team

Find your first safe use case

Bring one real workflow to a free AI audit and leave with a written summary of what AI could do with it, what it needs and what to leave alone.

Book your free AI audit