ADA, the data and artificial intelligence (AI) experience company, has completed the acquisition of retail AI decisioning platform Algonomy, in a move aimed at strengthening its enterprise AI capabilities and expanding its global footprint, according to an official statement.

The acquisition comes as businesses increasingly invest in AI-powered customer engagement. According to recent industry studies by Gartner and McKinsey, enterprises are rapidly shifting from predictive analytics to autonomous AI agents that can make real-time business decisions across pricing, merchandising, marketing and customer engagement.

With the deal, ADA’s intelligent growth platform will integrate Algonomy’s AI decisioning technology, enabling businesses to move from customer insights to automated actions. The combined company will now operate across 34 markets spanning Asia-Pacific, the US, the Middle East, North Africa and Europe, the statement mentioned.

Algonomy, which evolved from Manthan and RichRelevance, claims to serve more than 400 global retail and consumer brands with AI-driven solutions for personalization, merchandising and supply chain intelligence.

The integrated platform is designed to analyse customer data and enable AI agents to make real-time decisions on pricing, product recommendations, promotional offers and customer messaging, delivering personalised experiences across multiple digital and physical touchpoints.

“We believe every customer touchpoint 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 personalization, merchandising and supply-chain intelligence, bringing us closer to our vision,” said Srinivas Gattamneni, CEO of ADA.

For Algonomy, the acquisition marks the next phase of growth as AI-powered decision-making becomes more autonomous.

“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 been held,” Atul Jalan, CEO of Algonomy, said.