Customer Orchestration & Decisioning: Separating Workflow AI vs Engagement AI Across PEGA & BRZE

Research evidence excerpt

Customer Orchestration & Decisioning: Separating Workflow AI vs Engagement AI Across PEGA & BRZE

J P M O R G A N North America Equity Research

06 July 2026

Customer Orchestration &

Decisioning

Separating Workflow AI vs Engagement AI Across

PEGA & BRZE

Going into the second half of the year, we analyze the AI strategies and capabilities Vertical SaaS & HealthTech

ACof Pegasystems and Braze, which represent our two most comparable customer Alexei Gogolev

orchestration and decisioning names within a broader application software (1-212) 622-9391

coverage universe. We do so through a simple framework that separates alexei.gogolev@jpmorgan.com

“Workflow AI” from “Engagement AI.” We focus on where each company is Destiny Jackson

leaning across product, packaging, and go-to-market, and we highlight where AI (1-212) 622-4360

is creating true differentiation versus where it is becoming table stakes. destiny.jackson@jpmorgan.com

Ella Smith

• Workflow AI vs Engagement AI. We frame PEGA and BRZE as two sides (1-212) 622-2451

of the same AI-enabled customer operations stack, with PEGA primarily ella.smith@jpmchase.com

aligned to “Workflow AI” that runs and modernizes mission-critical enterprise Isabella A Camaj

work and BRZE primarily aligned to “Engagement AI” that optimizes real- (1-212) 834-2379

time customer communications and lifecycle orchestration. In practice, bella.camaj@jpmorgan.com

J.P. Morgan Securities LLC

PEGA’s AI strategy is largely oriented around enterprise workflow

automation, case management, and legacy modernization in complex, often

regulated environments, where governance and predictable outcomes matter,

including design-time acceleration through GenAI Blueprint on top of its

broader platform foundation (Pega Infinity) and decisioning through modules