Ada, the trusted AI-native customer experience company and creator of the Agentic Customer Experience (ACX) Operating Model, announced the launch of its unified Reasoning Engine™. This patent-pending innovation redefines how AI agents operate at enterprise scale and significantly expands the ability to automate complex, long-horizon customer service workflows. For the first time, organizations can deploy AI agents powered by a single, unified intelligence-one shared “brain” that works consistently across all channels and interaction types to deliver faster, more accurate, and fully compliant customer experiences.
A new foundation for enterprise agentic customer experience: design once. Manage in one place. Engage everywhere.
As customer expectations rise and digital service channels continue to expand, many enterprises remain constrained by fragmented AI systems that increase operational complexity and slow change management. Ada’s unified Reasoning Engine establishes a single AI foundation that enables agents to determine the next best action in real time-automating even the most sophisticated customer interactions without compromising speed, accuracy, policy compliance, or brand consistency.
For ACX teams, this centralized intelligence dramatically simplifies how AI agents are built, governed, and optimized. Teams can now define instructions once and seamlessly apply them across every channel and language. Whether customers engage through voice, messaging, social platforms, or email, AI agents rely on the same shared knowledge base, operational policies, and brand guidelines. This unified approach substantially reduces manual maintenance, coaching, and ongoing configuration work, while significantly improving ACX manager productivity.
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Customers benefit from faster handling times and more empathetic, context-aware support. At the same time, enterprises achieve lower cost per contact, higher automated resolution rates, and greater confidence in shifting increasingly complex and high-value interactions to AI agents.
Unlocking new performance and business value for voice AI
With this release, Ada also extends advanced automation capabilities to voice-traditionally the most expensive and highest-volume enterprise support channel. Playbooks and Coaching are now broadly available for voice interactions, enabling AI agents to follow standard operating procedures, manage complex multi-step calls, and continuously improve by learning from detailed historical interaction feedback.
“Voice has always been the hardest channel to transform,” said Brian Gilman, VP of Customer Support at workforce payments platform Branch. “With Ada’s unified Reasoning Engine, that’s changed. Our AI agents can now reason through complex, high-stakes voice conversations with the same intelligence that powers our digital channels. That means faster, more accurate support when our users need it most, especially in moments that directly impact their pay. By elevating the voice experience, we’re reducing friction, resolving issues more efficiently, and ensuring workers get the clarity and confidence they deserve.”
Dual reasoning architecture for speed and depth
Ada’s unified Reasoning Engine is built on a patent-pending dual-reasoning architecture that enhances the customer experience by delivering immediate, empathetic responses while simultaneously managing complex tasks and workflows in the background. This unified model enables a new class of agentic customer experience, allowing AI agents to resolve sophisticated, multi-step service scenarios that previously required human intervention.
“Customer service doesn’t happen in silos, and AI agents shouldn’t either,” said Mike Gozzo, Chief Product and Technology Officer at Ada. “With the launch of our unified Reasoning Engine, Ada has established a new standard for agentic customer experience while improving how our customers’ internal ACX teams perform and scale. We now have one ‘brain’ behind every AI agent, applying the same context, logic, and safeguards, regardless of the channel. But these improvements aren’t just about scale–they’re also about depth. Customers will see a significant step improvement across the board with this new engine, allowing them to realize a more accurate and deeper resolution rate, even for the most complex inquiries. That’s what allows enterprises and ACX teams to move faster, with less risk, entrusting AI with even more real-world interactions.”
The unified Reasoning Engine strengthens Ada’s position as an enterprise-grade AI customer experience platform, enabling organizations to deliver consistent, intelligent, and scalable agentic experiences across every customer touchpoint.