Medallia and Ada Partner To Connect Customer Intelligence With Agentic AI

As enterprises struggle to turn customer insights into real business impact, Medallia and Ada are joining forces to close the gap between understanding customers and acting on their needs. The two companies have announced a strategic partnership that unites Medallia’s omnichannel customer intelligence with Ada’s agentic AI capabilities, creating a unified insights to action system designed to elevate customer experiences across digital channels and contact centers.

Medallia, a global leader in customer and employee experience, and Ada, creator of the AI Customer Experience operating model, said the joint solution enables organizations to transform customer feedback and interaction data into timely, automated actions. The combined platform is built to help CX and contact center leaders resolve issues faster, guide purchases, and orchestrate complex workflows with greater confidence.

The partnership addresses a persistent challenge in enterprise AI adoption. Despite heavy investment, most organizations fail to move beyond experimentation. A 2025 study by MIT NANDA found that only 5 percent of enterprise AI pilots are delivering significant business value, while 95 percent fail to produce measurable profit and loss impact. Medallia and Ada say their collaboration is designed to help organizations cross this divide by tightly integrating intelligence with execution.

At the core of the joint solution is a shared insights to action loop. Medallia aggregates signals across voice, digital interactions, surveys, and the contact center into a single source of truth. This now includes conversational data from Ada’s AI Agents. Medallia ingests more than 8.2 billion records annually, and by incorporating Ada conversations alongside calls and surveys, it can surface loyalty drivers, friction points, and operational improvement opportunities across the entire customer journey.

These insights are then used to inform Ada’s AI Agents in real time. Ada applies Medallia intelligence to personalize responses, guide agent tone and behavior, and execute policy aware workflows. Outcomes from these automated interactions flow back into Medallia, creating a continuous learning loop. This allows organizations to safely expand automation into more complex inquiries by applying Medallia risk scores and quality management frameworks to AI driven interactions.

“We’re excited about this new partnership with Medallia and what it represents for the future of Customer Experience,” said Mike Murchison, CEO and co founder of Ada. “This is the creation of a transformational customer experience system that learns, improves, and scales.”

Early adopters are already seeing value in unifying the two platforms. “We’ve seen tremendous value from utilizing both Ada and Medallia for elements of our customer experience engagement, and believe there is amazing potential in unifying those capabilities,” said TJ Stein, Head of Customer Care at IPSY.

The joint solution also enhances feedback collection. Contact center teams can trigger Medallia Experience Cloud post interaction surveys directly within Ada after chat sessions conclude. This aligns structured feedback with conversational data in a single analytics and automation environment.

“Our innovative solution connects rich CX insights to immediate, automated actions that fuel deeper omnichannel experiences,” said Sid Banerjee, Chief Strategy Officer at Medallia. “This further closes the gap between understanding customer needs and acting on them.”

The Medallia Ada partnership signals a broader shift in the CX industry toward agentic AI systems that are measurable, governed, and scalable. By tightly coupling intelligence with execution, the two companies are positioning CX teams to move from insight overload to automated, high value outcomes that improve satisfaction, efficiency, and lifetime value.