Ada

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Ada is a Canadian software company that develops artificial intelligence (AI) solutions for customer experience (CX). Founded in Toronto, Ontario, Ada provides enterprises with an Agentic Customer Experience (ACX) platform that enables businesses to deploy, manage, and scale AI agents for customer service.

Ada introduced the metric of Automated Resolution (AR), which measures the proportion of customer inquiries fully resolved by AI without human intervention. The company has raised more than $250 million in venture capital funding from investors including Accel, Bessemer Venture Partners, FirstMark, Spark Capital, and Version One.

As of 2021, Ada reported powering billions of automated customer interactions and serving over 300 enterprises globally, including customers such as Square, Yeti, Pinterest, IPSY, Zoominfo, Tilt, Loblaws, Cebu Pacific, and Monday.com.

Overview and history

Ada was founded in 2016 in Toronto, Canada, by Mike Murchison and David Hariri. Having spent time as customer service agents, they sought to address what they identified as a persistent tradeoff in the industry: as companies scaled, customer experience quality typically declined while costs increased.

From the outset, Ada took an AI-native approach, building its platform entirely around artificial intelligence models rather than traditional agent seat–based systems. The company’s vision was to create an AI-powered “employee” that would continuously improve over time and serve customers as effectively as, or better than, a human agent.

Ada’s stated mission is to make the AI customer experience extraordinary for everyone.

Milestones

• 2016: Company founded and first product launch.
• 2019: Ada was an early adopter of large language models (LLMs) in customer service applications.
• 2020–2023: Ada expanded into omnichannel customer support, enabling businesses to manage AI-powered conversations across messaging, email, and voice channels from a single platform.
• 2024: Ada introduced the Reasoning Engine, a component designed to improve the transparency and coachability of AI decision-making.
• 2025: Ada positioned its generative AI agent as the “#1 customer service employee” and reported saving over 700 million hours of customer service work through automation.

Products and technology

ada ACX: The AI customer experience operating model

The ada ACX operating model provides a structured framework for enterprises to deploy and continuously improve AI agents. It consists of three pillars: the ACX Platform, ACX Practice, and ACX Experts.

ACX Platform

The ACX Platform is the technical foundation of Ada’s AI agents and includes five core modules:

• Reasoning Engine: Orchestrates multiple large language models (LLMs) to understand, reason, and act on customer inquiries.

• Agent Performance Center: Enables teams to configure, test, analyze, and optimize AI agent performance.

• Conversation Cloud: Provides omnichannel support in more than 50 languages across voice, chat, email, SMS, and social platforms.

• Developer Studio: Offers APIs and SDKs to extend AI agent functionality within custom environments.

• Trust and Safety: Provides security, compliance, and brand safety features including hallucination checks, content moderation, and support for SOC 2, GDPR, and HIPAA compliance.

ACX Practice

A set of best practices, methodologies, and benchmarks that guide organizations through their AI transformation. This includes the ACX Academy for training, the ACX Methodology for implementation, and ACX Benchmarks for performance comparison.

ACX Experts

A network of consultants, engineers, and partners who support enterprises in managing and improving their AI agents. Ada’s experts work as extensions of customer teams to optimize AI strategy, integrations, and outcomes.

Automated Resolution (AR)

Ada defines "Automated Resolution" as a customer interaction fully resolved by an AI agent, with outcomes that are accurate, relevant, and safe, and without requiring human intervention. Ada introduced the Automated Resolution (AR) metric to evaluate AI performance in customer service, positioning it as a more reliable measure than containment or deflection rates.

Omnichannel capabilities

Ada’s platform enables omnichannel customer service, in which the same AI agent can interact with customers across different channels while maintaining a consistent experience. Unlike multichannel systems that require separate management and monitoring, Ada’s omnichannel approach centralizes context, data, and insights within one platform.

This allows customers to switch channels during interactions without losing context and enables enterprises to manage performance and insights holistically.

• Messaging: Supports automated interactions on web chat, mobile apps, SMS, and platforms such as WhatsApp.

• Voice: Provides AI-powered phone support using speech recognition and natural language processing, with the ability to route complex calls to human agents.
• Email: Automates email responses, manages multiple inquiries within a single thread, and integrates with systems such as Zendesk and Salesforce.

Customers and market

Ada primarily serves enterprise customers in industries such as financial services, insurance, retail, e-commerce, telecommunications, and travel.

Notable customers include:

• Square – integrated Ada’s AI agent to scale support while reducing costs
• Monday.com – reported operational efficiency gains from using Ada’s AI agent
• Cebu Pacific – reported increased customer satisfaction after deploying Ada
• Zoominfo, Intuit Mailchimp, Peloton, and Canva – cited as enterprise adopters

Reported case study results include:

• 42% reduction in agent average handle time (Monday.com)
• 84% Automated Resolution Rate (Tilt)
• 50% increase in CSAT scores (Cebu Pacific)
• 78% decrease in cost per ticket (Neptune Flood)
• 6.7x ROI within the first year (Blackhawk Network)
• $2.7 million in estimated annual savings (IPSY)
• 40% year-over-year revenue growth attributed to automation (Epos Now)

Recognition

• 2025: Ada was listed by venture capital firm Andreessen Horowitz in its AI Application Spending Report as one of the top 50 AI-native application companies, recognized for applying AI in enterprise customer service workflows.
• 2024: Ada was named a Strong Performer in The Forrester Wave™: Conversational AI for Customer Service report.
• 2023: Ada was ranked on Deloitte’s Technology Fast 50 list of Canadian companies, under the Enterprise Fast 15 category.
• 2023: Ada was included in Fast Company’s Next Big Things in Tech list, recognized in the Enterprise Tech category.
• 2022: Ada was included in The Globe and Mail’s Canada’s Top Growing Companies list, which recognizes Canadian businesses based on three-year revenue growth.

Industry influence

AI Underwriting Company (AIUC)

Ada is a founding technical contributor to the AI Underwriting Company (AIUC), an organization establishing global standards for responsible AI. In 2024, Ada became the first AI customer service platform certified under AIUC-1, a standard for AI agent safety, security, and reliability.

ACX Methodology

Ada developed the ACX Methodology, described as a blueprint for operationalizing AI in customer service. It codifies best practices and frameworks to align technology, processes, and people to maximize automation and customer satisfaction.

Patents

Ada holds several patents related to AI and customer service automation, including:

• CA 3123387 – Method and system for generating an intent classifier
• CA 3153868 – Method and system for generating conversation summary
• US 17/889,186 – Systems and methods for generating a chatbot
• US 17/939,840 – Systems and methods for multilingual intent prediction
• US 17/943,023 – Systems and methods for visualizing problem areas of an automated question answering system
• US 17/361,114 – Method and system for generating an intent classifier
• US 17/710,454 – Method and system for generating conversation summary

Funding and investors

Ada has raised more than $250 million in venture capital funding since 2016.

Notable investors include:

• Accel
• Bessemer Venture Partners
• FirstMark Capital
• Spark Capital

See also

• Artificial intelligence in customer service
• Conversational AI
• Customer experience management

External links

• Official website

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