ActiveCampaign, one of the leading players in autonomous marketing, has announced its acquisition plan for Feedback Intelligence, an AI evaluation and analytics platform that uses conversational data to provide actionable performance insights. This acquisition is in line with ActiveCampaign’s vision for Active Intelligence, the AI framework that powers autonomous marketing workflows for businesses across the globe.
As Active Intelligence processes thousands of interactions between AI agents and users every day, a vast amount of signals is generated—signals related to intent, outcome, and evolving customer needs. Feedback Intelligence enhances ActiveCampaign’s capabilities to interpret and act on these signals by using unstructured conversational data to provide actionable insights. The result is a never-ending cycle of improvement, where AI agents learn and perform faster, and deliver tangible business outcomes.
“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.”
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Expanding AI Evaluation and Optimization Capabilities
Feedback Intelligence adds a powerful layer of evaluation and analytics to ActiveCampaign’s AI stack. Its core capabilities include structured analysis of conversations to uncover satisfaction levels, intent fulfillment, friction points, and agent accuracy; specialized AI models purpose-built to assess and optimize agent performance; and automated recommendations that drive continuous improvement across AI-powered experiences.
“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 CEO 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.”
Driving Smarter Autonomous Marketing
The Feedback Intelligence team brings deep expertise across machine learning, deep learning, computer vision, and AI/LLM evaluation. As a part of the agreement, Movsisyan will be joining ActiveCampaign’s Technology and Product organization, leading the Feedback Intelligence team, as well as the broader AI organization. The two will be guiding the most important aspects of Active Intelligence development and the underlying systems that enable intelligent and responsive AI agents.
The integration of Feedback Intelligence is already underway, with ActiveCampaign customers set to benefit from enhanced AI capabilities with the introduction of new features in future releases. This is a testament to ActiveCampaign’s dedication to AI that is not only strong but also transparent, trustworthy, and focused on unlocking business value.