News
The Gist
- Unified CX intelligence. Medallia and Ada integrate data, insights and automation capabilities.
- GenAI value gap. The partnership aims to close the gap between AI pilots and business results.
- CX leader enablement. Contact center and CX leaders gain scalable automation and measurable CX improvements.
Medallia and Ada are combining customer intelligence with agentic AI in a move designed to finally close the gap between AI pilots and measurable business results.
The companies on Jan. 21 announced a strategic partnership and joint solution that combines Medallia's omnichannel customer experience intelligence with Ada's agentic AI capabilities. The integration aims to help CX and contact center leaders transform insights into automated actions that resolve customer issues and orchestrate workflows.
The partnership addresses a notable challenge: a 2025 MIT NANDA study found just 5% of enterprise AI pilots extract significant value, while 95% fail to deliver measurable P&L impact. Medallia, which ingests more than 8.2 billion records annually, will incorporate Ada AI Agent conversations into its unified data platform. The companies assert this enables organizations to expand automation to complex inquiries that legacy bots cannot handle.
Representatives from Ada and IPSY will share details at Medallia's Experience conference, Feb. 10-12 at The Wynn in Las Vegas.
Table of Contents
- Scaling Agentic AI Across the Customer Journey
- Medallia-Ada Joint Solution Capabilities
- Recent Medallia News
- AI Contact Center Trends: Growth and Reservation Alike
- Medallia Background
Scaling Agentic AI Across the Customer Journey
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.
- Mike Murchison, CEO and co-founder
Ada
Medallia-Ada Joint Solution Capabilities
The partnership delivers integrated capabilities for CX and contact center teams.
| Capability | Description |
|---|---|
| Unified data platform | Ada AI Agent conversations integrated into Medallia's omnichannel data |
| ACX playbook integration | Medallia insights inform Ada's in-session decisions and workflows |
| Post-interaction surveys | Medallia Experience Cloud surveys activated directly within Ada |
| Risk scoring | Medallia's risk scores and Quality Management rubrics applied to AI interactions |
“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.”
Recent Medallia News
Medallia has doubled down on AI-powered customer experience management through aggressive product innovation and strategic partnerships. In March 2025, the company unveiled seven AI-powered capabilities at its Experience conference, part of over 100 releases in the past year serving 1.2 million daily active users. By October, Medallia extended this momentum with Frontline-Ready AI mobile features delivering real-time insights to contact center and field teams.
The company expanded its strategic partnership with Adobe in September 2025, joining an exclusive group of launch partners to integrate with Adobe's AI Agents. Thoma Bravo acquired Medallia for $6.4 billion in July 2021.
Related Article: Could Agentic AI Finally Unite CX and Marketing Tech?
AI Contact Center Trends: Growth and Reservation Alike
Deloitte projected that 25% of GenAI-using companies would pilot agentic AI in 2025, rising to 50% by 2027. Gartner predicted that by 2027, 40% of customer service issues will be fully resolved by GenAI-powered third-party tools. By 2029, agentic AI is expected to handle 80% of common service issues while reducing operational costs by 30%.
Despite these projections, brands remain hesitant about deploying GenAI in customer-facing roles due to legal risks and hallucination concerns. PwC research found only 35% of companies have achieved broad AI agent adoption.
Medallia Background
Medallia provides experience management solutions to executives overseeing customer and employee experience in mid-to-large organizations. The company was founded in 2001. The platform aggregates feedback from channels such as voice, chat, web, social media and surveys, using conversational AI to generate actionable insights. Medallia serves global and Fortune-scale organizations across industries like financial services, healthcare, retail, travel, telecommunications, automotive and insurance.
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