While most tech vendors are still hyping up AI agents like they're sentient interns, Pega is betting big on something more grounded: a control fabric that tames the agentic free-for-all and makes automation safe enough for the C-suite to scale.

Dubbed the "Agentic Process Fabric," it's less about speculative AI magic and more about orchestrating real, compliant workflows - in real time, across messy enterprise systems. For CMOs and CIOs alike, Pega is betting it has built the missing infrastructure layer that turns AI promises into measurable outcomes, without rewriting the entire stack.

It's also a different beast from the more commonly discussed 'data fabric' that is designed to connect insights. In contrast, an agentic Process Fabric connects actions (See table below).

The theory is that it turns AI agents into reliable workers who follow the rules, coordinate with others, and help marketing deliver real, measurable outcomes, not just ideas. Think of it as a smart, reliable GPS system for AI agents, one that connects every employee, customer, and system in your enterprise so they never get lost, go rogue, or waste time. It's not just about data. The goal is to turn AI agents into trusted teammates that can deliver real business results, at scale, without chaos.

So What Is It, Really?

Pega says its Agentic Process Fabric is an enterprise-grade coordination layer that helps AI agents, apps, and workflows talk to each other, work together, and do the right thing at the right time - across the entire business.

Basically, it is the control fabric for AI-powered operations that does the following; 

• It connects AI agents with systems, data, and humans so they can complete entire customer journeys, not just one-off tasks.
• It ensures agents operate safely and predictably, avoiding the "wild agent" problem that scares risk-averse leaders.
• It removes the need for complex AI prompt-writing or manual integration - agents automatically know what resources and rules to follow.

Agentic Process Fabric vs Data Fabric: What's the Difference?

For marketers, the promise is that the Agentic Process Fabric not only helps them see their customers, it helps serve them, retain them, and impress them, at scale. According to Pega, it's the backbone that ensures AI-powered campaigns and journeys don't fall apart when they hit operational complexity.

That translates into campaigns that don't stall because an agent missed a step or misunderstood context, journeys that flow smoothly - from acquisition to service because agents coordinate with each other and follow enterprise-grade workflows, and safe Innovation since governance, compliance, and auditing are built in.

Additional reporting by Andrew Birmingham