New joint solution combines Medallia’s deep customer experience and operational intelligence with Ada’s proven capabilities for agentic AI at scale to fix customer friction fast.
Medallia, Inc., the global company in customer and employee experience, and Ada, the AI-native customer experience company and creator of the AI Customer Experience (ACX) operating model, have announced a strategic partnership and joint solution that unifies Ada’s system of real-time, AI-powered action with Medallia’s omnichannel customer experience and operational intelligence.
This accelerates a powerful insights-to-action system for CX and contact centre leaders, empowering them to transform insights across channels into timely, automated actions that resolve customer issues, guide purchases, and orchestrate complex workflows.
Despite significant financial investment and pilot activity, only a small fraction of organisations have crossed the “GenAI divide” from experimentation to meaningful business results.
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According to a 2025 study by MIT NANDA, just 5% of enterprise AI pilots are extracting significant value, while the vast majority (95%) are failing to deliver measurable P&L impact. Working together, Medallia and Ada are working to bridge this divide with this new joint solution.
“We’ve seen tremendous value from utilising both Ada and Medallia for elements of our CX 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.
Accelerating Insights-to-Action for CX and the Contact Centre
At the core, Medallia unifies signals across voice, digital, surveys, and the contact centre—now including Ada AI Agent conversations—into a single source of truth that informs Ada’s ACX playbooks and in-session decisions.
Medallia, which ingests more than 8.2 billion records annually, will ingest Ada’s conversational records alongside calls, surveys, and digital signals to reveal loyalty drivers, recognise obstacles, and identify operational improvement opportunities across the customer journey.
These insights then guide Ada’s AI Agents to personalise and execute policy-aware workflows, while outcomes flow back to Medallia.
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By identifying high-friction topics and applying Medallia’s risk scores and Quality Management rubrics to AI interactions, organisations can safely expand automation to complex inquiries that legacy bots cannot handle.
This synergy harnesses Ada conversations, transforming them into insights that power improved interactions, automations, and outcomes, driving lower costs and higher customer satisfaction without sacrificing 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 prioritise the right journeys, shape agent tone and behaviour, and design unique playbooks around our customers’ highest-volume, highest-friction issues.”
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“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.”
Contact centre and CX teams can also leverage the solution to increase direct feedback and response rates after chat interactions have concluded by activating Medallia Experience Cloud (MEC) post-interaction surveys directly in Ada.
This further aligns rich feedback with conversational data through a singular, unified analytics and automation ecosystem.
“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, modernising the future of Voice of the Customer programs and enabling CX and contact centre leaders to prioritise high-value automation cases—offering a clear path to improve experiences and performance at scale.”
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