Ada Announces New App Directory and Suite of Product Updates

The leader in automated brand interaction is launching dozens of new tools, including a global app directory, proactive texting and social channels.

TORONTO, June 16, 2022 /CNW/ – Ada, on a mission to help the world’s most innovative brands automate more valuable interactions, today announced several new product launches and updates. The Automated brand interaction (ABI) has introduced new no-code authoring tools, social channels, proactive texting and a global app directory – with more exciting innovations in the pipeline.

In a shrinking economy, it is not enough to react to the changing landscape of consumer needs. Brands need to be at the forefront of what customers expect: more relevant, timely and proactive interactions that are always on and always helpful.

Ada gives brands the tools they need to make every customer feel like a VIP. Brands will have access to more personalization in the platform and, therefore, more valuable interactions at scale.

“Consumer change is the new normal,” says Ada CEO and co-founder Mike Murchison. “Brands need to have tools to deliver greater personalization and personalization of their interactions at every customer touchpoint with the brand. Today, that means anticipating your customers’ needs and proactively engaging them. Interactions personalized and proactive are more valuable to customers, and that’s what will make brands stand out from the crowd.”

Ada’s ABI platform powers billions of interactions for leading brands like Zoom, Square and Shopify. Today’s announcement is the first in a long series, as Ada continues to expand the offerings of its award-winning platform, allowing brands to scale as they grow, while reducing costs and keeping the workforce stable.

With Ada, every brand interaction is enhanced through automation. And brands can use automation to cut costs without compromising customer interests.

Reduce reliance on call centers with Proactive SMS

Let’s face it, most customers no longer want to pick up the phone to interact with a brand. In a digital world, where people expect their needs to be met at the click of a button, even fast, friendly service has become a commodity.

With Ada’s new Proactive SMS solution, brands can initiate automated two-way, anticipatory SMS interactions that go beyond dead-end notifications. Brands can engage customers with information that matters to them, when they care, like payment reminders, order tracking updates, and exclusive offers.

With Ada’s industry-leading Natural Language Understanding (NLU), global brands can seamlessly interact with customers in the language of their choice. And with Ada’s Proactive SMS feature, brands can finally turn IVR experiences into SMS, reducing reliance on call centers and enabling the seamless transfer of conversations from customer support calls to SMS.

SMS open rates reach 98%, according to Gartner. This makes proactive SMS a powerful tool that will not only increase customer satisfaction – brands can use proactive SMS to save time and money, by reserving agents’ time for more complex interactions that generate revenue.

Extending automation to Twitter and Instagram

Social commerce continues to be a powerful force and investments in these strategies are growing. With that in mind, Ada has extended its automation to Twitter and Instagram, helping brands create more consistent and targeted brand experiences across the board.

E-commerce brands need to start preparing for what Ada calls their “superbowl moments” sooner than ever. Events like Black Friday and Cyber ​​Monday now last for weeks, even months in some cases. During these times, engaging with customers on Instagram is essential — businesses saw a 60% increase in support requests via social media in 2021.

With Ada rolling out to Instagram and Twitter during the busiest shopping season of the year, customers can maintain interactions with the brands they love, on the channels they love. And when a live agent is needed, the automated interaction is delivered within the same UX.

More personalization with the Global App Directory

In their quest for VIP experiences, brands use a wide variety of apps and integrations. Information is often stored in multiple places (separate tools for chat forwarding, data enrichment, and order tracking), which is inefficient for agents and slows resolution. Manual coordination has the potential to create interrupted experiences as users switch between them.

No more. Now brands can access Ada’s global app directory and connect Ada to all of their business systems, allowing them to customize and automate more complex issues and free up time for agents. The launch includes 30 out-of-the-box apps and integrations, ranging from simple CRM and Marketing Automation integrations that allow brands to instantly update account details and deliver relevant content to customers, to order management systems that allow customers to track their order. Brands can connect to apps like Calendly, Marketo, Clearbit, etc.

Delivering a seamless customer experience at scale has never been easier.

Deliver seamless cross-platform experiences with Glass for Zendesk Messaging

Providing asynchronous and “omnichannel” messaging has proven difficult for brands to deliver in practice. Brands struggle to effectively launch automation on asynchronous channels and hand off the interaction to an agent who can also respond asynchronously.

Adam Glass for Zendesk Messaging powers asynchronous messaging and seamless handover between Ada and agents in Zendesk Agent Workspace. Customers are seamlessly introduced to a live agent within the same channel, without having to switch channels to be connected with a human agent. They thus benefit from the differentiating technology of each solution. Instead of waiting for a live chat with an agent – ​​which eventually times out – customers and agents can respond in the chat at their convenience, truly asynchronously, increasing productivity on both sides of the interaction.

This exclusive partnership offers Ada and Zendesk customers an array of powerful features that other platforms can’t match – seamless handoff to live agents in Zendesk Messaging from web and social channels.

“We wanted to give our customers the ability to receive instant help without sacrificing the quality service we are known for – that’s why we chose Ada,” says Alix McShane, head of customer service at Oh Polly, an international women’s fashion brand whose philanthropy is an integral part of the company’s mission. “We intentionally built a really fun digital experience and it now solves 70% of our queries, speeding up our overall response times and giving us insight into our customers’ needs every step of the way.”

Build faster with platform updates that are just the start

Ada’s new products are being launched alongside key enhancements to its NLU models, data export API, and authoring tools. Improvements to the Conversation view of Ada’s platform help brands create and optimize more efficiently, with conversation data more accessible than ever. And enhancements to Cancel Capture enable brands to provide more understandable experiences to their customers, improving the likelihood of engagement.

Refining the builder experience with richer customer insights and a more holistic view of each customer will enable brands to drive more and more valuable brand interactions. And that’s just the beginning, with more innovations and improvements on the way.

If you want to know more about Ada, please visit

About Ada

Ada is an automated brand engagement company that bridges the gap between brands and the people they care about. The world’s most innovative brands like Zoom, Facebook and Square use Ada’s award-winning platform to automate their most valuable interactions, delivering a true VIP experience to every customer and employee. The first digital company was born in Canada and now serves brands and people around the world. For more information, visit

SOURCESupport Ada

For further information: Media contact: North 6th Agency on behalf of Ada, [email protected]

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