Executive Summary: The Evolution of Conversational Self-Service: From Brittle Bots to Dynamic Workflow Agents

Remember when customer self-service meant navigating endless phone menus or clicking through rigid web forms? Those days are rapidly fading into history. We’re witnessing a seismic shift in how enterprises connect with customers—a transformation from script driven chatbots to intelligent, conversational agents powered by Agentic AI.

But here’s the thing: while everyone’s talking about agentic AI, not all approaches are created equal. Many organizations are rushing to deploy standalone agents that create new silos and governance nightmares. (And let’s be honest—who needs more silos and governance challenges?) Pega takes a fundamentally different approach— embedding agentic AI directly into workflows to deliver true enterprise transformation.