News
The Gist
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Partnership expansion announced. Medallia deepens collaboration with Adobe using new AI agents.
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Integrated experience insights. Medallia's sentiment data enhances Adobe enterprise applications for users.
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Enterprise user impact. Marketing and CX leaders gain improved personalization and audience understanding capabilities.
Medallia announced on Sept. 23 that it has expanded its strategic partnership with Adobe, integrating with Adobe's newly launched AI Agents. The integration aims to enhance how businesses build, deliver and optimize customer experiences and marketing campaigns.
According to the announcement, Medallia joins an exclusive group of launch partners including Cognizant, Google Cloud and PwC. The companies have maintained a strategic partnership since 2019, serving over 150 joint customers.
According to company officials, the expanded collaboration will allow organizations to use Medallia's customer insights within Adobe's tools to better understand their audience and create more personalized experiences.
Table of Contents
- Impacted Audiences for Medallia-Adobe Integration
- AI Transforming Customer Experience Management
- Digital Experience Meets Customer Experience: From Speculation to Execution
- Agentic AI Partnerships Move From Theory to Practice
- A Unique Partnership for Experience Management
- Medallia Background
Impacted Audiences for Medallia-Adobe Integration
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Marketing and customer experience leaders at large enterprises
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Digital experience teams using Adobe enterprise applications
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Customer insights professionals seeking integrated analytics solutions
AI Transforming Customer Experience Management
AI is transforming customer experience management by unifying fragmented journey data into actionable insights that enable real-time personalization and predictive engagement.
Medallia, which has partnered with Adobe since 2019 serving over 150 joint customers, operates in a market where AI capabilities have become essential for competitive customer experience delivery. According to industry reports, AI enhances journey mapping through dynamic personalization, predictive analytics and journey automation capabilities now available in mainstream platforms.
The integration of sentiment analysis with customer journey tools represents a significant trend. Recent market analysis shows martech solutions are increasingly consolidating data management with AI-driven analytics, allowing brands to gauge and react to customer emotions in real-time interactions.
This shift addresses a persistent challenge: the fragmented nature of customer interactions. Industry experts note that AI excels at synthesizing information across multiple channels, strengthening marketers' holistic view of campaign responses and enabling more personalized experiences.
For enterprises, these capabilities translate to practical benefits. Companies using AI-powered customer experience tools can analyze vast amounts of customer data to predict behaviors and personalize interactions at scale, potentially driving increased loyalty and sales opportunities.
Digital Experience Meets Customer Experience: From Speculation to Execution
Earlier this year, Medallia signaled its intention to move beyond traditional surveys and into AI-driven orchestration, hinting at deeper partnerships that could reshape the customer experience stack. In a CMSWire report, the company outlined its vision of weaving experience data directly into enterprise ecosystems through AI agents and real-time integrations.
That vision is now becoming reality. With the expanded Adobe partnership, Medallia is putting those ideas into practice—connecting sentiment insights, feedback loops and journey intelligence into Adobe’s suite of tools, including Real-Time CDP, Journey Optimizer and Experience Manager. What was once speculative strategy has transitioned into tangible integrations designed to deliver measurable impact across the customer journey.
Related Article: Survey Shuffle to AI Shuffle: Medallia Wants to Reshape the CX Deck
Agentic AI Partnerships Move From Theory to Practice
Back in April, we also explored whether agentic AI could finally unite CX and marketing tech—through deeper partnerships or even acquisitions—arguing that AI agents might be the wildcard that blurs suite boundaries. That discussion highlighted early signals from vendors like Adobe and Medallia who were exploring ecosystem alliances while analysts questioned how quickly agents would operate across platforms rather than inside a single stack.
Today’s Medallia–Adobe announcement puts that thesis into action: Medallia’s experience intelligence and sentiment data will plug directly into Adobe’s newly launched AI Agents—spanning Real-Time CDP, Experience Manager, Journey Optimizer and Customer Journey Analytics—so teams can personalize content and optimize journeys with cross-platform AI assistance. With 150+ joint customers and a partnership dating to 2019, this expansion marks a concrete step toward the CX–martech convergence we outlined—less speculation, more execution.
Related Article: Could Agentic AI Finally Unite CX and Marketing Tech?
A Unique Partnership for Experience Management
As the only company in the experience management space to be partnering with Adobe on this, we're helping businesses predict what their customers need before they even ask.
- Mark Bishof, CEO
Medallia
Integration Capabilities Between Medallia and Adobe
As part of their expanded partnership, Medallia and Adobe are introducing new AI-driven integrations designed to enhance customer experiences across platforms. Below is a breakdown of the core capabilities.
| Capability | Description |
|---|---|
| Sentiment Analysis | Medallia data enhances Adobe audience segments with customer sentiment insights. |
| Experience Intelligence | Customer feedback integrated into Adobe enterprise applications. |
| Journey Optimization | Medallia insights help refine customer journeys in Adobe tools. |
| AI Agent Integration | Works with Adobe's out-of-the-box AI agents across multiple platforms. |
| Cross-Platform Support | Functions with Adobe Real-Time CDP, Experience Manager, Journey Optimizer and Customer Journey Analytics. |
Medallia Background
Medallia provides customer and employee experience management solutions to enterprise buyers, particularly those in customer experience, human resources and operations roles.
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Experience Management
The company offers a platform for collecting, analyzing and acting on feedback from customers and employees across digital, in-person and contact center channels. Its solutions incorporate artificial intelligence (AI) and machine learning to surface insights and automate workflows. Medallia asserts that its tools help organizations improve loyalty, reduce churn and drive operational efficiencies.
Market Position
According to the company, its offerings are used by large enterprises across industries such as financial services, hospitality, retail and healthcare. Typical customers include organizations with complex, multi-channel customer journeys and significant scale. Medallia is positioned as a notable provider in the customer experience management (CXM) software market, serving both global brands and large regional organizations.
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