Singapore – Medallia and Ada have entered into a strategic partnership to deliver a joint solution that combines customer and operational intelligence with agentic AI, aiming to help organisations translate customer insights into automated, real-time actions across channels.
The collaboration brings together Medallia’s experience management and analytics capabilities with Ada’s AI-driven customer engagement technology to support contact centres and customer experience teams in addressing issues, supporting purchasing decisions and managing complex workflows.
Many organisations continue to struggle to move beyond experimental use of generative AI. Research published in 2025 by MIT NANDA indicates that only a small proportion of enterprise AI pilots have achieved material business outcomes, with most failing to generate measurable financial impact. Medallia and Ada’s combined offering is designed to address this gap by linking insight generation directly to execution within customer interactions.
“Our innovative solution connects rich CX insights to immediate, automated actions that fuel deeper omnichannel experiences,” Sid Banerjee, chief strategy officer for Medallia, stated.
“This further closes the gap between understanding customer needs and acting on them, modernising the future of Voice of the Customer programs and enabling CX and contact centre leaders to prioritise high-value automation cases.”
Under the partnership, Medallia aggregates customer signals from voice, digital channels, surveys and contact centres, including conversations handled by Ada’s AI agents, into a unified view of the customer journey. Ada’s conversational data is incorporated alongside other experience data to identify loyalty drivers, friction points and operational improvement opportunities.
These insights are then used to inform Ada’s AI agents, enabling them to apply contextual decision-making and policy-aware automation, while interaction outcomes are fed back into Medallia’s analytics environment.
“We’re excited about this new partnership with Medallia and what it represents for the future of Customer Experience,” Mike Murchison, CEO and co-founder of Ada, commented.
“This is the creation of a transformational customer experience system that learns, improves, and scales. Ada can now leverage Medallia insights to prioritise the right journeys, shape agent tone and behaviour, and design unique playbooks around our customers’ highest-friction issues.”
The integration also allows organisations to apply Medallia’s risk scoring and quality management frameworks to AI-led interactions, supporting the safe expansion of automation into more complex customer enquiries. By connecting conversational intelligence with experience analytics, the solution is positioned to improve efficiency and customer satisfaction while maintaining contextual awareness.
