In a move designed to transform how enterprises turn customer insights into immediate action, Medallia and Ada have announced a strategic partnership.
The partnership unifies Medallia’s deep omnichannel intelligence with Ada’s agentic AI capabilities to create a seamless “insights-to-action” ecosystem for CX and contact center leaders.
The partnership arrives as the industry faces a significant hurdle in AI adoption. According to a 2025 study by MIT NANDA, while AI experimentation is at an all-time high, only 5% of enterprise AI pilots are currently delivering significant value, with the remaining 95% failing to produce measurable P&L impact. Medallia and Ada aim to bridge this “GenAI divide” by moving beyond experimentation into high-value, automated execution.
Turning Intelligence into Action
The joint solution integrates Medallia’s ability to capture signals across voice, digital, and surveys with Ada’s AI-native customer experience (ACX) operating model. By ingesting Ada’s conversational data into Medallia’s platform—which processes over 8.2 billion records annually—organizations can identify loyalty drivers and friction points with unprecedented clarity.
These insights are then fed back into Ada’s AI Agents, allowing them to personalize workflows and resolve complex inquiries that traditional bots often struggle to handle.
Sid Banerjee, Chief Strategy Officer for Medallia, said:
“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.”
Scaling with Predictable Guardrails
For enterprise leaders, the partnership offers a way to scale automation without losing the human-centric context of the customer journey. By applying Medallia’s risk scores and Quality Management rubrics to AI interactions, companies can safely expand their automation footprint.
Mike Murchison, CEO and co-founder of Ada, commented:
“We’re excited about this new partnership with Medallia and what it represents for the future of Customer Experience. 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.”
Real-World Application: IPSY
The synergy between the two platforms is already being put to work by major brands. IPSY, the beauty subscription giant, is leveraging the combined power of both platforms to enhance its customer care operations.
TJ Stein, Head of Customer Care at IPSY, stated:
“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.”
Representatives from Ada and IPSY will dive deeper into these capabilities during a breakout session titled “Redesigning CX for lifetime value: Why IPSY’s going full glam with AI” at the Medallia Experience conference, taking place February 10-12 at The Wynn in Las Vegas.