Medallia, Inc., the global leader in customer and employee experience management, and Ada, an AI-native customer experience company and creator of the AI Customer Experience operating model, announced a strategic partnership and joint solution focused on transforming how enterprises take action on customer insights. For the first time, Ada’s real-time, AI-powered action system is joined together with Medallia’s comprehensive omnichannel customer and operational intelligence. With this, CX and contact center leaders can resolve issues faster, guide purchasing decisions, and orchestrate more complex workflows across channels.
By combining these two capabilities, the joint solution reinforces what’s commonly referred to as the insight-to-action loop, which many organizations depend on in their quest to drive improvements in customer engagement at scale. In turn, CX leaders can move beyond static analytics and into enabling timely automated actions through continuous intelligence powered by customer interactions across voice, digital, survey, and contact center touchpoints.
“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 for even more conversational intelligence and automated action to improve customer care at IPSY,” said TJ Stein, Head of Customer Care at IPSY.
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Accelerating Insights-to-Action Across CX and Contact Centers
At the foundation of the partnership is Medallia’s ability to unify signals from across the customer journey into a single source of truth. This includes integrating Ada AI Agent conversations alongside traditional data sources such as calls, digital interactions, and surveys. Medallia, which processes more than 8.2 billion records each year, ingests Ada’s conversational data to uncover loyalty drivers, pinpoint friction points, and surface opportunities for operational improvement.
These insights are then used to inform Ada’s ACX playbooks and in-session decisioning. Ada’s AI Agents can personalize responses and execute policy-aware workflows based on Medallia intelligence, while interaction outcomes continuously feed back into Medallia. By identifying high-friction topics and applying Medallia’s risk scores and Quality Management frameworks to AI interactions, organizations can confidently extend automation into more complex customer inquiries that traditional bots struggle to handle. This closed-loop system turns conversations into actionable intelligence, enabling lower operational costs and higher customer satisfaction without losing context.
“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. Ada can now leverage Medallia insights to prioritize the right journeys, shape agent tone and behavior, and design unique playbooks around our customers’ highest-volume, highest-friction issues. The result is that CX leaders can quickly scale agentic AI from lighthouse use cases to increasingly complex enterprise programs with predictable guardrails, shorter deployment cycles, and finance-ready measurement – all within the same system.”
The joint solution also enables contact center and CX teams to capture richer feedback following digital interactions. By activating Medallia Experience Cloud (MEC) post-interaction surveys directly within Ada, organizations can increase response rates and align structured feedback with conversational data. This creates a unified analytics and automation ecosystem that supports continuous optimization.
“Our innovative solution connects rich CX insights to immediate, automated actions that fuel deeper omnichannel experiences,” said Sid Banerjee, Chief Strategy Officer for Medallia. “This further closes the gap between understanding customer needs and acting on them, modernizing the future of Voice of the Customer programs and enabling CX and contact center leaders to prioritize high-value automation cases-offering a clear path to improve experiences and performance at scale.”
Together, Medallia and Ada are positioning enterprises to move faster from understanding customer needs to acting on them—using agentic AI and unified intelligence to deliver more consistent, personalized, and scalable customer experiences across every channel.