Peter van der Putten, lead scientist and director of the AI Lab at Pega, explains how enterprises govern AI that makes customer decisions on its own, and who stays accountable when it does. He and Greg Kihlström get into what governance looks like inside day-to-day marketing and customer experience work.
“AI governance” covers several different jobs. A predictive model choosing a next-best-action, a generative tool helping a marketer draft copy, and an agent executing a workflow carry different risks and need different controls.
Fairness and transparency belong inside the decision. Van der Putten on embedding ethical AI principles directly into next-best-action decisioning and omnichannel journey orchestration, and on monitoring models for bias beyond conversion rates.
Decentralized AI experimentation is a brand risk as well as a compliance risk. When teams run their own models with no central governance, customers get inconsistent treatment from what is supposed to be one company.
About Peter van der Putten
Peter van der Putten is assistant professor of AI, Leiden University and Director AI Lab at Pegasystems. Through his expertise in artificial intelligence and machine learning, Peter helps leading brands to become more ‘human’ by transforming into customer centric organizations. In addition to his role at Pegasystems, Peter is an assistant professor and creative researcher at the Leiden Institute of Advanced Computer Science (LIACS), Leiden University, The Netherlands. Peter is particularly interested in how intelligence can evolve through learning, in man or machines. Peter has a MSc in Cognitive Artificial Intelligence from Utrecht University and a PhD in data mining from Leiden University, and combines academic research with applying these technologies in business. He teaches New Media New Technology and supervises MSc thesis projects.
Peter van der Putten on LinkedIn
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Pega delivers the platform to reimagine, run, and evolve the processes and decisions an enterprise can’t afford to get wrong. We combine AI with proven architecture to keep mission-critical operations governed, scalable, and continuously adaptable. Since 1983, the world’s largest organizations have trusted Pega to turn transformation ambition into durable results.
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