Medallia, a global leader in customer and employee experience, has partnered with Ada, an AI-native customer experience company, to offer a joint solution that connects real-time AI action with deep omnichannel insights.

The platform integrates Ada’s AI Agent conversations with Medallia’s voice, digital, survey, and contact centre signals, creating a single source of truth. Medallia ingests over 8.2 billion records annually and now incorporates conversational data to highlight loyalty drivers, identify friction points, and inform operational improvements. Insights are then fed back to Ada’s AI Agents, which personalise and execute policy-aware workflows automatically.

“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," said Sid Bannerjee, chief strategy officer at Medallia.

The solution allows organisations to expand automation safely to complex inquiries previously handled only by humans. By linking risk scores, quality management rubrics, and conversational AI, companies can reduce costs while maintaining context, delivering more personalised, efficient service.

“We’ve seen tremendous value from utilising 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 platform also supports post-interaction surveys through Medallia Experience Cloud, further aligning rich customer feedback with AI-driven conversations. CEO and co-founder of Ada, Mike Murchison, said the system can scale from “lighthouse use cases to increasingly complex enterprise programs with predictable guardrails, shorter deployment cycles, and finance-ready measurement.”

Explore how Medallia and Ada are shaping the future of automated, insight-driven customer experience in the full report.