Medallia and Ada have announced a strategic partnership and joint solution that integrates Medallia’s omnichannel customer experience and operational intelligence with Ada’s agentic AI capabilities, enabling real-time insights-to-action to resolve customer friction, personalize interactions, and automate complex workflows at scale.
Medallia, the global leader in customer and employee experience, and Ada, the AI-native customer experience company behind the ACX operating model, announced a strategic partnership. The joint solution unifies Medallia’s deep omnichannel intelligence with Ada’s real-time, agentic AI system to accelerate the transformation of customer insights into automated, high-impact actions across the customer journey.
Despite heavy investment in generative AI pilots, most organizations struggle to move beyond experimentation. A 2025 MIT NANDA study found that only 5% of enterprise AI pilots deliver significant P&L impact, with 95% failing to produce measurable results. This partnership aims to bridge that divide by creating a closed-loop system where insights drive immediate, intelligent automation.
Medallia aggregates more than 8.2 billion records annually from voice, digital channels, surveys, and contact center interactions—now including Ada AI Agent conversations—into a single source of truth. These signals reveal loyalty drivers, friction points, and operational opportunities. Ada’s AI Agents then use this intelligence to personalize interactions, execute complex workflows, and adapt in real time while maintaining policy compliance and context.
Outcomes from Ada interactions flow back to Medallia, continuously refining insights and enabling safer expansion of automation to higher-complexity inquiries that traditional bots cannot handle effectively.
“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.”
“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.”
IPSY has already experienced benefits from using both platforms separately and sees strong potential in their unification. “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.
The solution also enables post-chat feedback collection by triggering Medallia Experience Cloud surveys directly within Ada interactions, increasing response rates and aligning feedback with conversational data in a unified ecosystem.
Representatives from Ada and IPSY will present details on their ACX journey during a joint session, “Redesigning CX for lifetime value: Why IPSY’s going full glam with AI,” at Medallia’s Experience conference, February 10–12, 2026, at The Wynn in Las Vegas.
About Ada
Ada is the trusted AI-native customer experience company, built to transform how enterprises engage with customers. Powered by the ACX operating model—which unifies technology, methodology, and expertise—Ada deploys high-performing AI agents that deliver personalized, efficient interactions across every channel and language. Since 2016, Ada has powered more than 5.5 billion interactions for global brands like Square, Pinterest, Sky, Canva, and Monday.com, delivering extraordinary CX at scale. With enterprise-grade security and compliance (SOC 2, GDPR, HIPAA, AIUC-1), Ada enables organizations to reduce cost-to-serve, elevate CSAT, and increase lifetime customer value. Learn more at ada.cx.
About Medallia
Medallia is the global leader in customer and employee experience, trusted by the world’s most iconic brands — including 7 of the Fortune 10. Medallia’s AI-driven platform helps enterprise organizations turn billions of feedback signals into clear, prioritized actions. With deep domain expertise, a powerful partner ecosystem, and consistent leadership recognition from top industry analysts, Medallia transforms customer experience into a strategic driver of business growth.
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