ActiveCampaign has acquired Feedback Intelligence. This AI platform turns conversational data into useful performance insights. This acquisition boosts ActiveCampaign’s autonomous marketing capabilities. It also enhances the Active Intelligence engine, which drives AI workflows. These workflows help businesses worldwide automate and improve customer engagement.
Active Intelligence supports thousands of daily chats between AI agents and users. It generates valuable signals about intent, engagement, and outcomes. Feedback Intelligence adds an important layer. It analyzes these interactions, turning unstructured conversations into clear performance insights. This helps ActiveCampaign improve how its AI agents work. Over time, the agents become more accurate, relevant, and reliable.
“Every company is adding AI agents, but few are building AI that customers actually trust with their critical workflows,” said Chai Atreya, Chief Product and Technology Officer at ActiveCampaign. “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.”
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Feedback Intelligence brings specialized models built specifically to assess AI agent performance. Its technology evaluates conversational quality, user satisfaction, intent fulfillment, and friction points, while generating targeted recommendations to drive ongoing improvement. Rather than relying on surface-level indicators, the platform provides deeper visibility into what users experience and where AI workflows can be optimized.
“We built Feedback Intelligence because every conversation contains signals about what’s working and what could be better, but that information was locked in unstructured text that teams couldn’t easily act on,” said Chinar Movsisyan, Founder and CEO of Feedback Intelligence. “We saw an opportunity to turn those conversations into progress, pinpointing where users get stuck, identifying patterns, and giving product teams specific ways to make their AI agents more effective. Joining ActiveCampaign allows us to bring these capabilities to the center of autonomous marketing, where AI is proactive, helpful, and provides exactly what businesses need.”
Following the acquisition, Movsisyan will join ActiveCampaign’s Technology and Product organization and lead the Feedback Intelligence team as part of a broader AI group. Integration efforts are already underway, with customers expected to benefit from enhanced Active Intelligence capabilities in upcoming releases.
