ADA acquires Algonomy to expand AI growth platform

ADA, a data and AI experience company, has acquired Algonomy, a leader in agentic decisioning for retail. The deal strengthens ADA's intelligent growth platform with AI decisioning technology, closing the gap from data and insight to a fully agentic experience, and extending ADA's reach to 34 combined markets across APAC, the US, MENA, and Europe.

Algonomy built on the legacy of Manthan and RichRelevance, is trusted by over 400 leading brands globally for delivering autonomous, hyper-personalised customer experiences.

Together, the ADA and Algonomy complete a platform that understands the customers and acts for them. Every customer signal runs through a data foundation, where AI agents drive real-time decisions to determine the right price, offer, product, message and then delivers a personalised response across every touchpoint, simultaneously.

"We believe every customer touch point will be AI agent driven, and we are building the world's most intelligent growth platform to power that world. With Algonomy, we add deep AI capabilities in personalisation, merchandising and supply-chain intelligence, bringing us closer to our vision," said Srinivas Gattamneni, CEO of ADA.

"We started Algonomy twenty years ago on a single bet: that better decisions, made faster, would change what brands could do for the consumers of their products. Four hundred brands later, through several reinventions of this industry, the bet has held. ADA gives it a far bigger stage, and it comes at the precise moment decisioning stops advising and starts acting. I've never had appetite for watching a shift like this from the sidelines, and this is the one I am excited to help build, not just call," said Atul Jalan, CEO of Algonomy

After acquisition, clients retain full access to Algonomy products, solutions and teams while gaining from broader capabilities of ADA. The combined business now operates under the ADA brand worldwide.