As marketing teams increasingly rely on autonomous systems to manage customer engagement, trust and performance transparency have become essential. ActiveCampaign acquires Feedback Intelligence in a move designed to strengthen how enterprise AI agents are evaluated, improved, and scaled across marketing workflows. The acquisition brings advanced conversation analysis into the core of ActiveCampaign AI strategy, reinforcing its focus on building systems businesses can rely on for mission critical growth.
ActiveCampaign announced it has acquired Feedback Intelligence, an AI analytics solution that transforms raw conversational data into actionable insights. The deal accelerates the evolution of Active Intelligence, ActiveCampaign AI engine that powers autonomous marketing across global customer bases. By integrating Feedback Intelligence capabilities, ActiveCampaign aims to turn every AI driven interaction into a learning signal that improves future performance.
Active Intelligence already generates thousands of daily conversations between AI agents and users, producing rich signals around intent, satisfaction, and outcomes. Until now, much of that value remained locked inside unstructured text. Feedback Intelligence converts those conversations into structured insights that reveal why an interaction succeeded or failed, enabling continuous improvement across AI powered workflows.
“Every company is adding AI agents, but few are building AI that customers actually trust with their critical workflows,” said Chai Atreya, Chief Product and Technology Officer at ActiveCampaign. “With the integration of Feedback Intelligence, we’re evolving our Imagine, Activate, Validate framework into a continuous loop, feeding insights from Validate back into Imagine so every AI agent can learn and improve over time. Basic metrics like conversation volume or thumbs-up/thumbs-down don’t tell us why an AI agent succeeded or failed. Feedback Intelligence gives us the visibility to detect unmet customer needs, track sentiment shifts, and provide specific recommendations, reinforcing our commitment to deliver AI that businesses genuinely rely on.”
Feedback Intelligence was built to address a growing blind spot in AI adoption. While many organizations deploy conversational agents, few have robust systems to evaluate their effectiveness beyond surface level metrics. The platform uses purpose built models to assess conversational quality, intent fulfillment, friction points, and accuracy, generating recommendations that help AI agents improve with each interaction.
“We built Feedback Intelligence because every conversation contains signals about what’s working and what could be better, but that information was locked in unstructured text that teams couldn’t easily act on,” said Chinar Movsisyan, Founder and Chief Executive Officer of Feedback Intelligence. “We saw an opportunity to turn those conversations into progress, pinpointing where users get stuck, identifying patterns, and giving product teams specific ways to make their AI agents more effective. Joining ActiveCampaign allows us to bring these capabilities to the center of autonomous marketing, where AI is proactive, helpful, and provides exactly what businesses need.”
As part of the acquisition, the Feedback Intelligence team joins ActiveCampaign Product and Technology organization, contributing expertise across machine learning, deep learning, and large language model evaluation. Integration is already underway, with customers expected to see measurable improvements in Active Intelligence performance in upcoming releases.
For the MarTech ecosystem, ActiveCampaign acquires Feedback Intelligence as a signal that AI success is no longer about deployment alone. The ability to evaluate, explain, and continuously improve AI behavior is becoming a competitive requirement. By embedding feedback driven intelligence into autonomous marketing, ActiveCampaign is positioning its platform to deliver AI that adapts with confidence, transparency, and long term business impact.
Recommended Marketing News:
- Inuvo Names Rob Buchner Chairman and CEO To Lead Next Growth Phase
- Quo Launches Pipedrive Integration To Unify CRM and Business Calls
- Runner AI Unveils Self Optimizing Ecommerce Engine for Autonomous Growth
For media inquiries, you can write to our MarTech Newsroom at info@intentamplify.com
