Pega Helps Businesses Mitigate Risk With Industry’s First AI Transparency Controls
September 27 2017 - 8:00AM
Pegasystems Inc. (NASDAQ:PEGA), the software company empowering
customer engagement at the world’s leading enterprises, today
announced the industry’s first capability that gives organizations
control over the transparency of their artificial intelligence (AI)
customer engagement models. The latest release of the Pega®
Customer Decision Hub will enable users to more easily and safely
deploy AI algorithms based on transparency thresholds within their
business. This first-ever T-Switch will help companies mitigate
potential risks and maintain regulatory compliance while providing
differentiated experiences to their customers.
Photos accompanying this announcement are available at
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Businesses are increasingly deploying AI to gain better insights
into customer needs and provide more personalized service, sales,
and marketing. However not all AI models are built with the levels
of transparency they may need to fully understand how AI makes its
decisions – a trait that’s particularly critical in highly
regulated industries. While some opaque AI algorithms may drive
powerful performance, the complex logic behind these ‘black boxes’
can’t be fully explained – a tradeoff that becomes more problematic
when the model causes unintended actions. Further raising the
stakes next May, the General Data Protection Regulation (GDPR)
mandates that businesses must be able to explain the logic behind
AI models using European customer data to make decisions or risk
massive fines up to four percent of global revenues for
non-compliance.
As part of the AI-powered Pega Customer Decision Hub, the
T-Switch will allow organizations to set the appropriate thresholds
for AI transparency or opaqueness. Businesses will be able to
predefine these levels for each AI model using a simple sliding
scale from one (most opaque) to five (most transparent). The
transparency scores will help guide business users to build AI
systems using the right models that meet their organization’s
transparency requirements while still delivering exceptional
customer experiences.
Business users will be able to control the transparency of their
AI based on the models they choose to deploy to drive a desired
outcome. For example, it is relatively low risk to use an opaque
model for image recognition that helps flag older content assets
still using outdated branding. Conversely, for financial
institutions under strict regulations for the kinds of loans they
offer customers, marketers may require highly transparent AI models
to ensure they can demonstrate the resulting product offers are
appropriate for the financial needs for each individual.
Pega Customer Decision Hub users will access the T-Switch and
all other Pega AI tools in a newly centralized Business Control
Center for AI. This allows users to create, import, adjust, and
monitor their AI models to drive better business outcomes in a
single dashboard. This includes models built using:
- Pega Predictive Analytics Director to rapidly develop models
that accurately predict customer behaviors
- Pega Adaptive Decision Manager to automatically adjust models
on the fly based on customer actions
- Pega Text Analytics for text classification, sentiment
analysis, and intent detection
- Any third-party AI models available via PMML
The power of the Pega Customer Decision Hub works in tandem with
Pega’s suite of CRM applications for marketing, sales, and customer
service to anticipate customer needs and provide highly contextual
brand experiences for each individual customer.
The T-Swich capabilities will be available by the end of October
with the release of the newest version of the Pega Customer
Decision Hub. For more information on AI transparency, visit
www.pega.com/artificial-intelligence-business
Quotes & Commentary
“With increasing amounts of regulations, nearly any global
organization needs to ensure its AI systems provide the appropriate
levels of transparency that allow businesses to explain how they
use customer data,” said Dr. Rob Walker, vice president, decision
management, Pegasystems. “The T-Switch, built into the AI-powered
Pega Customer Decision Hub, ensures organizations maintain
compliance while leveraging the power of AI to provide exceptional
experiences that increases customer satisfaction and the bottom
line.”
Supporting Resources
- Keynote address: Dr. Rob Walker on “AI in customer engagement:
balancing risk and reward” at PegaWorld 2017
- Whitepaper: Artificial Intelligence in Business: Balancing Risk
and Reward
- eBook: Pega Customer Decision Hub – What’s inside the always-on
brain
- Trending topics: GDPR is coming – are you ready?
About Pegasystems Pegasystems Inc. is the
leader in software for customer engagement and operational
excellence. Pega’s adaptive, cloud-architected software – built on
its unified Pega® Platform – empowers people to rapidly deploy, and
easily extend and change applications to meet strategic business
needs. Over its 30-year history, Pega has delivered
award-winning capabilities in CRM and BPM, powered by advanced
artificial intelligence and robotic automation, to help the world’s
leading brands achieve breakthrough business results. For
more information on Pegasystems (NASDAQ:PEGA) visit
http://www.pega.com.
Press Contact:Sean AudetPegasystems Inc.
sean.audet@pega.com(617)
528-5230
Twitter: @pega
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