Nearly every marketing leader has been told to \"do more with AI\" — and many of them are now sitting on a pile of pilots, a growing bill, and not much to show their CFO. So why is it that adoption of AI in marketing is so high, while the number of organizations actually getting predictable returns from it is so low?
Agility requires the discipline to reimagine how work gets done before automating it — because pointing AI at a broken process just produces a faster broken process.
Today, we're going to talk about:
- Why so many enterprise AI initiatives stall between ambition and production, and what separates the organizations that succeed from the ones that quietly cancel their projects
- How marketing and CX teams can move from disconnected experiments to a governed, agent-powered operating model that turns a brief into live 1:1 engagement
- How to make the economics of AI predictable — so the people approving these investments can actually forecast both outcomes and cost
To help me discuss this topic, I'd like to welcome, Don Schuerman, CTO & Head of Marketing at Pega.
About Don Schuerman
As CTO and Vice President of Marketing & Technology Strategy at Pegasystems, I see my role as being a \"Chief Translation Officer\" – bridging the gap between cutting-edge technology and real-world business value. With 25 years of experience in orchestration and AI technology, I'm passionate about translating complex technical concepts into meaningful solutions that drive digital transformation for global organizations. My approach to technology leadership has been shaped by an unexpected source: 20 years of improv comedy at ImprovBoston's Mainstage. The skills I honed there – active listening, storytelling, and thinking on my feet – now help me connect with both technical teams and business leaders. It's where I also met my wife, proving that sometimes the best partnerships form when you say \"yes, and...\" At Pega, I lead the intersection of technology and go-to-market strategy across our enterprise AI decisioning and workflow automation platform. My focus is two-fold: translating the power of technology into tangible value for our Fortune 500 clients, while ensuring our technology roadmap reflects the evolving needs of these organizations.
Don Schuerman on LinkedIn: https://www.linkedin.com/in/donschuerman/
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Pega provides the leading AI-powered platform for enterprise transformation. The world’s most influential organizations trust Pega’s technology to reimagine how work gets done by automating workflows, personalizing customer experiences, and modernizing legacy systems. Since 1983, Pega’s scalable, flexible architecture has fueled continuous innovation, helping clients accelerate their path to the autonomous enterprise. Learn more at Pega.com
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