ActiveCampaign Buys Feedback Intelligence

Chicago-based customer experience and marketing automation platform ActiveCampaign has announced the acquisition of Feedback Intelligence, provider of an AI tool which analyses unstructured conversations.

ActiveCampaign's software allows agencies, marketers and owners to build cross-channel campaigns 'in minutes', fine-tuning them with billions of data points to optimize results. The firm says the buy will accelerate the evolution of its Active Intelligence engine, which powers autonomous marketing workflows.

Feedback Intelligence offers conversation analysis, specialized AI models purpose-built to evaluate and optimize AI agent performance; and actionable recommendations which allow AI agents to improve continuously. The acquisition brings ActiveCampaign deep expertise in machine learning, deep learning, computer vision, and AI/LLM evaluation. Chinar Movsisyan, founder and CEO of Feedback Intelligence will join ActiveCampaign's Technology and Product organization, and oversee a broader AI team.

Chai Atreya (pictured), Chief Product and Technology Officer at ActiveCampaign, comments: 'With the integration of Feedback Intelligence, we're evolving our Imagine, Activate, Validate framework into a continuous loop, feeding insights from Validate back into Imagine so every AI agent can learn and improve over time. Basic metrics like conversation volume or thumbs-up/thumbs-down don't tell us why an AI agent succeeded or failed. Feedback Intelligence gives us the visibility to detect unmet customer needs, track sentiment shifts, and provide specific recommendations, reinforcing our commitment to deliver AI that businesses genuinely rely on.'

'We built Feedback Intelligence because every conversation contains signals about what's working and what could be better,' says Movsisyan, 'but that information was locked in unstructured text that teams couldn't easily act on.' Movsisyan says the sale will bring his firm's solutions to this problem 'to the center of autonomous marketing, where AI is proactive, helpful, and provides exactly what businesses need.'

Web site: www.activecampaign.com .