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Take Your Pega CRM on the Road to AI Transformation


By Yves Laurent | minute read | March 24, 2020

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How well does your company know its customers and prospects? Are your people empowered with relevant information when they interact with clients? What guides your employees at every step of the customer journey? Every successful company depends on how well it can address each of these questions. Investments in Customer Relationship Management (CRM) platforms have been crucial for companies to get and keep a competitive edge in the market. New technology innovations, such as artificial intelligence, are being adopted in CRM’s to continuously optimize and improve the customer engagement process by using all the data captured at every touchpoint and interaction. As such, the CRM is the perfect environment for gaining new predictive insights using machine learning models to better inform the next best action to take. 

Pega and Remove Barriers to AI Adoption 

The partnership between Pegasystems and makes leading edge AI and machine learning technology more accessible to organizations who capture the data but need the predictive intelligence that can revolutionize how companies interact with their customers.  The benefits of machine learning to improve business outcomes are recognized by many. However, the speed at which the business can move is highly dependent on the data science expertise available to them and the technologies that increase productivity of data science teams. The use of machine learning technology removes many barriers to building models and accelerates business transformation initiatives. 

Personalizing the  Customer Experience 

Pega’s Customer Decision Hub (CDH), the nerve center of the Pega Platform, is designed to continuously learn from data and interactions to power experiences across the enterprise in real-time and at scale. The available data is used as input to the predictive analytics process to help identify potential future needs and outcomes. This insight, in turn, offers the opportunity for an improved personalized interaction with customers and prospects. The Pega CDH acts like the company’s brain that can deal with questions like, “What’s the next best offer for this customer? Is providing a marketing offer relevant based on last interaction, and if so, what should that offer be? Is the customer dissatisfied and at risk to churn?”. 

Running H2O Models in Pega Platform 8.4 

Pegasystems AI-powered CRM capabilities enables organizations to consistently and continuously optimize the customer experience. By predicting likely customer behavior, a new range of actions and outcomes are made possible such as: 

  • Identification of prospects that are ready to turn into customers
  • Personalized engagement to better address new customer needs
  • Reducing customer churn through targeted promotions that are relevant in the moment
  • Creation of product bundles and offers to address new opportunities

With the release of Pega Platform 8.4 it is now possible to build models using’s extremely popular machine learning platforms and deploy them straight into Pega’s Customer Decision Hub using Pega Prediction Studio, a dedicated workspace for data scientists to deploy AI models. 

Pega can now inject machine learning models directly into the nerve center of the new Pega Platform 8.4. 

With this new partnership, Pega customers can choose among different platforms to build models which can then be easily deployed in Pega CDH. H2O-3, a fully open source, distributed in-memory machine learning platform, offers the most widely used statistical & machine learning algorithms. H2O-3 also has an industry leading AutoML functionality that automatically runs through all the algorithms and their hyperparameters to produce a leaderboard of the best models. 

Accelerate AI Deployments with Driverless AI 

Pega customers who are looking to accelerate the development of models through automation of key machine learning tasks will also want to discover the rich capabilities of Driverless AI. It provides data scientists with an extensible customizable data science platform that addresses the needs of a variety of use cases for every enterprise in every industry. The benefits of using H2O Driverless AI by both experienced and novice data scientists are:   

  • Automatic Feature Engineering: This is usually an iterative, time-consuming process for data scientists and often takes the majority of their time when building machine learning pipelines.
  • Automatic Visualization: H2O Driverless AI generates visualizations and creates data plots that are based on the most relevant data statistics to help users get a quick understanding of their data prior to starting the model building process.
  • Machine Learning Interpretability: H2O Driverless AI provides robust interpretability of machine learning models to explain modeling results. It employs a host of different techniques and methodologies for interpreting and explaining the results of its models. Four charts are generated automatically including: K-LIME, Shapley, Variable Importance, Decision Tree, Partial Dependence and more. allows you to convert the models you have built to a piece of easily embeddable code called a MOJO (which stands for Model ObJect, Optimized). These MOJOs can be imported into CDH using Prediction Studio where they can enrich decision strategies with better predictions through actionable insights. This video illustrates how to import H2O models using Prediction Studio

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Models built with are imported using Pega’s Prediction Studio. 

To experience the leading capabilities of H2O Driverless AI you can register for a test drive at: 

Get in touch with us at to discuss how can help you deliver an AI-powered Pega Platform. 


Yves Laurent

Yves has over 20 years of experience in building partner and channel go to market strategies for leading technology companies. He started his career at Cisco Systems where he held various sales and marketing leadership positions across EMEA, APAC and US.  Before joining H2O he lead partner marketing at Denodo and Hortonworks where his focus has been on ensuring partner success through partner programs that align with business objectives. During his spare time he enjoys the outdoors with his family and friends.