Ada, a customer experience AI company, has launched its unified Reasoning Engine, a single intelligence layer powering AI agents across all customer service channels. The patent-pending technology enables enterprises to design once and deploy across voice, messaging, social and email whilst maintaining consistency. The engine features a dual-reasoning architecture that provides immediate responses whilst handling complex background tasks. Ada has extended automation capabilities to voice channels, traditionally the most expensive service medium, with Playbooks and Coaching now available. Founded in 2016, Ada has deployed over 550 AI agents globally, powering 5.5 billion interactions for brands including Ancestry, Pinterest and Square. The company operates across 85 countries with SOC 2, GDPR, HIPAA and AIUC-1 certification. The unified approach reduces manual maintenance effort whilst improving automated resolution rates and lowering cost-per-contact.

Medallia and Ada have announced a strategic partnership combining Medallia's customer experience intelligence with Ada's AI-powered customer service platform. The collaboration aims to bridge the gap between customer insights and automated action, addressing the challenge that only 5% of enterprise AI pilots deliver measurable business impact, according to a 2025 MIT study. The joint solution integrates Ada's AI agent conversations into Medallia's analytics platform, which processes over 8.2 billion records annually. This enables organisations to identify high-friction customer issues and deploy AI-powered automation for complex enquiries whilst maintaining quality safeguards. The partnership allows contact centre leaders to scale AI agents beyond simple use cases to more sophisticated workflows, with outcomes feeding back into Medallia for continuous improvement and measurement.