From day one, our mission at ActiveCampaign has been to help businesses create valuable connections with their customers. That’s why I’m thrilled to share that we’ve acquired Feedback Intelligence.
The startup’s incredible AI-native team and powerful AI evaluation and analytics capabilities will immediately accelerate our platform’s ability to convert raw conversational data into actionable insights–at speed.
How Feedback Intelligence makes Active Intelligence smarter
This acquisition unlocks one of AI’s biggest opportunities: capturing the rich intelligence hidden in every conversation and using that to make great AI agents, like those that are a part of Active Intelligence, even better. Active Intelligence is growing faster than any product we’ve launched, and this acquisition significantly accelerates our product development—meeting the pace our customers want and need.
Every user interaction with Active Intelligence generates rich signals about what’s working and what’s not. What did the user value most about the interaction? What insights did this conversation reveal about their needs? What opportunities exist to serve them even better? Conversational data contains the intelligence needed to make AI agents genuinely helpful–but only if you can transform unstructured conversations into structured, actionable insights.
That’s exactly what Feedback Intelligence does. Through capabilities like real-time intent detection, sentiment analysis, and friction-point identification, Feedback Intelligence turns raw conversations into precise insights about user satisfaction and intent fulfillment. Integrated directly into Active Intelligence, these capabilities create a flywheel: user conversations drive AI evaluation and improvement, which drives better results, which generates deeper insights.
The Feedback Intelligence team brings deep expertise in machine learning, deep learning, computer vision, and AI/LLM evaluation. Founder and CEO Chinar Movsisyan will join ActiveCampaign's Technology and Product organization, and oversee the Feedback Intelligence team, alongside a broader AI team. Together, they will lead key aspects of Active Intelligence development and the infrastructure that powers smarter AI agents.
“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 Movsisyan. “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.”
Accelerating the value Active Intelligence brings to marketers
This acquisition accelerates Active Intelligence by bringing production-ready evaluation infrastructure that transforms how our users experience AI. Problems are caught and corrected before they scale. Successes are identified and amplified immediately. ActiveCampaign customers will see Active Intelligence continuously improve –understanding intent more accurately, resolving issues faster, and learning from every interaction. Integration is already underway, with customers expected to see enhanced Active Intelligence performance as these capabilities roll out in upcoming releases.
This continuous learning creates a compounding advantage: Active Intelligence understands your business a little better, responds a little faster, and delivers more relevant help every single day. The acquisition of Feedback Intelligence helps those benefits compound even faster. By fully integrating the technology throughout Active Intelligence, we’re dramatically accelerating our delivery of a superior customer experience – reducing the time it takes Active Intelligence to learn and improve from minutes to mere seconds.
At the same time, we’re investing heavily in modernizing the data foundation that powers ActiveCampaign. These foundational upgrades are unlocking insights and capabilities that were previously out of reach, delivering results in sub-second timeframes. While much of this work happens behind the scenes, it directly improves the performance, reliability, and scalability of both ActiveCampaign and Active Intelligence. Active Intelligence is not about layering AI onto the platform. It’s built on re-architected core systems designed to deliver faster insights, better outcomes, and materially shorter time to value for marketers.
The result is a seamless, outcomes-driven platform where Active Intelligence operates as a true extension of your team.
