Event driven architecture is a paradigm shift from traditional computing architectures which employ synchronous, request-response interactions. In this paper we introduce a conceptual architecture for what can be considered the next phase of that evolution: proactive event-driven computing. Proactivity refers to the ability to mitigate or eliminate undesired future events, or to identify and take advantage of future opportunities, by applying prediction and automated decision making technologies. We investigate an extension of the event processing conceptual model and architecture to support proactive event-driven applications, and propose the main building blocks of a novel architecture. We first describe several extensions to the existing event processing functionality that is required to support proactivity; next, we extend the event processing agent model to include two more type of agents: predictive agents that may derive future uncertain events based on prediction models, and proactive agents that compute the best proactive action that should be taken. Those building blocks are demonstrated through a comprehensive scenario that deals with proactive decision making, ensuring timely delivery of critical material for a production plant. © 2011 ACM.