January 21, 2026
Medallia and Ada Want Customer Data to Do Something Useful
Medallia and Ada are teaming up to fix one of customer experience’s most persistent frustrations: knowing what’s wrong, but acting on it too slowly. Their new partnership links Medallia’s customer and operational data with Ada’s AI Agents, so insights can influence conversations and workflows in real time.
Many organisations have spent the last two years experimenting with generative AI, often through pilots and proofs of concept. Results, however, have been mixed at best. A 2025 MIT NANDA study found that only 5% of enterprise AI pilots deliver meaningful value, while 95% fail to show measurable financial impact. AI exists, but it rarely changes how people do the work.
Changing the Dynamic
Medallia collects and analyses customer signals across voice calls, digital channels, surveys, and contact centres, processing more than 8.2 billion records every year. Meanwhile, Ada’s AI Agents handle customer conversations and take action in real time, rather than just answering basic questions.
The joint solution will see conversations handled by Ada’s AI Agents being fed directly into Medallia’s analytics environment, alongside traditional CX data. As a result, organisations will have a clearer picture of where customers struggle, what causes friction, and which issues keep coming back.
More importantly, those insights are not just reported after the fact. They actively guide how Ada’s AI Agents behave during live interactions. If Medallia data shows that a certain topic carries higher risk, frustration, or churn potential, Ada’s AI can adjust its approach, follow stricter policies, or escalate to a human when needed.
Mike Murchison, CEO and co-founder of Ada, said: “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. 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.”
Not Letting Any Feedback Go to Waste
The feedback loop works both ways, with outcomes from AI-led conversations feeding back into Medallia to track performance, quality, and risk across both human and automated interactions. The result is more automation, without losing visibility or control.
One practical benefit is the ability to automate harder problems. Many organisations are comfortable letting bots handle simple FAQs, but hesitate when conversations become more complex. Medallia’s risk scores and quality management frameworks for AI interactions help teams decide where automation makes sense and where it does not.
The partnership also tackles a common blind spot, which is feedback after digital interactions. Contact centre and CX teams can trigger Medallia Experience Cloud surveys directly inside Ada once a chat ends. This helps increase response rates and ties customer feedback to specific AI conversations, rather than vague journey stages.
