Coforge has launched BridgeCX, a customer engagement solution integrating Pega’s AI-powered decisioning platform with Mastercard’s Dynamic Yield personalisation technology.
According to Coforge, BridgeCX uses Pega Customer Decision Hub to analyse customer data and determine the next best action for each interaction. Dynamic Yield then activates personalised experiences across websites, mobile applications and other digital channels.
Coforge said the integration addresses a challenge faced by enterprises that collect customer signals across multiple channels but struggle to act on them in real time.
“BridgeCX solves this challenge by seamlessly connecting the strategic intelligence of Pega with the digital agility of Dynamic Yield,” said Maddee Hegde, EVP and Head of Pega Practice at Coforge.
The platform also supports closed-loop adaptive learning, which Coforge said would help refine customer interactions based on engagement outcomes.
The launch adds to Coforge’s customer experience offerings. The company also introduced CXNova, an agentic AI platform for customer experience, during Q2 FY27.
The market for AI-powered customer engagement is attracting investment from enterprise software companies. Salesforce agreed to acquire customer engagement platform Braze for approximately $5.66 billion in October, seeking to strengthen its AI-powered marketing capabilities through Braze’s real-time messaging and personalisation technology.
Coforge has worked with Pega for more than 18 years as a specialised partner. The company said its Pega practice includes more than 115 Lead System Architects and over 2,000 certifications. It serves clients across banking and financial services, insurance, healthcare, manufacturing, energy and utilities, and travel and transportation.
“Customer engagement today requires more than just data or personalisation; it requires intelligent decisioning that can be activated instantly,” said Rob Walker, GM, 1:1 Customer Engagement at Pega.
The announcement did not identify any customers using BridgeCX or disclose its commercial terms or revenue expectations.
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