ActiveCampaign announced it has acquired Feedback Intelligence, an AI evaluation and analytics platform that turns raw agent and user conversations into actionable insights to improve AI performance over time.
The deal is intended to strengthen ActiveCampaign’s Active Intelligence, the company’s AI engine for autonomous marketing workflows, by adding deeper conversation-level measurement and recommendations beyond basic engagement signals.
ActiveCampaign framed the acquisition as a way to accelerate how its AI agents learn from real-world interactions. The company said Active Intelligence generates thousands of conversations daily between AI agents and users, producing signals tied to intent, outcomes, and user needs. Feedback Intelligence is positioned to convert unstructured conversational data into structured performance insights, helping identify friction points, detect unmet needs, monitor sentiment changes, and surface specific recommendations that can inform agent development.
The company said the integration will evolve its Imagine, Activate, Validate approach into a continuous improvement loop, using insights from validation to inform and refine earlier stages of agent creation and deployment. ActiveCampaign expects customers to see enhancements to Active Intelligence as capabilities roll out in upcoming releases, and said integration work is already underway.
Feedback Intelligence’s capabilities include conversation analysis that assesses satisfaction and intent fulfillment, specialized models built to evaluate and optimize agent performance, and an improvement layer that generates recommendations to help agents get better over time. ActiveCampaign also highlighted the Feedback Intelligence team’s technical background across machine learning, deep learning, computer vision, and AI and LLM evaluation.
As part of the deal, Feedback Intelligence Founder and CEO Chinar Movsisyan will join ActiveCampaign’s Technology and Product organization and oversee the Feedback Intelligence team alongside a broader AI group. ActiveCampaign said that combined team will lead key elements of Active Intelligence development and supporting infrastructure aimed at producing smarter, more reliable AI agents for marketing use cases.
KEY QUOTES:
“Every company is adding AI agents, but few are building AI that customers actually trust with their critical workflows. 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.”
Chai Atreya, Chief Product and Technology Officer, ActiveCampaign
“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. 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.”
Chinar Movsisyan, Founder and CEO, Feedback Intelligence
