Customer Decisioning with AI: How We Built a Governed Decision Engine for Marketing
About this session
Putting AI into customer experiences sounds easy—until the system has several reasonable actions it could take. We give AI data, customer context, tools, business rules, and workflows, but the judgment behind what it should do is often scattered across prompts, policies, systems, and people.
In this session, we'll explore Decisions to Be Made, a design approach that builds on Jobs to Be Done. It asks not only what progress is the customer trying to make? but also what decision needs to be made to help move that progress forward?
We'll look at how making those decisions explicit can bring together objectives, evidence, alternatives, business rules, constraints, and human judgment—creating a more reliable, repeatable, and governable foundation for agentic customer experiences.
Speaker
Key takeaways
- How to make the decisions behind AI-driven customer experiences explicit
- How to bring evidence, context, business rules, constraints, and human judgment together around a decision
- How decision-centric design can make agentic systems more reliable, repeatable, and governable