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From PegaWorld: Pega's Tara DeZao on marketing ROI with agentic AI
We're told AI will revolutionize marketing, but many leaders are finding it just creates more content chaos and operational risk. Is the answer more AI, or a fundamentally different approach to how AI is managed?
Today we are at PegaWorld 2026 at the MGM Grand in Las Vegas, and, we're going to talk about:
- The shift from generative AI for content creation to agentic AI for end-to-end campaign execution.
- How to orchestrate multiple AI agents to move from a marketing brief to a live, personalized campaign in minutes, not weeks.
- Implementing the governance and human oversight necessary to…
The skinny
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