ADA
ADA is a data and AI experience company that designs and executes integrated digital, analytics, marketing, and eCommerce solutions for enterprise clients across Financial Services, Consumer Goods, Retail, Healthcare, and Telecommunications in 50+ markets, primarily across Asia-Pacific.
- Company typePrivate
- Founded2017
- HeadquartersKuala Lumpur, Malaysia
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What ADA does
ADA is a data and AI company that designs and executes integrated digital, analytics, marketing, and eCommerce solutions for enterprise clients across Asia-Pacific. The platform is organized into four solution areas (Identity, Personalization & Orchestration, Commerce, and Data & AI Foundation) that combine carrier-grade identity verification (4 billion+ authentications processed yearly via a single API), unified customer intelligence with predictive models, AI-powered conversational and creative tooling, an AI Command Center for always-on commerce optimization, and an agentic AI and analytics layer for building and deploying ML models. Industries served include Financial Services, Consumer Goods, Retail, Healthcare, and Telecommunications, with named logos such as Starhub (Eight), Pakuwon Group, MBSB Bank, PepsiCo, Cycle & Carriage Malaysia, and FRISO. ADA's parent is Axiata Group Berhad; the firm is privately held with strategic investors including SoftBank (23.07%, 2021) and Mitsui (12.69%, 2023), and a most-recent disclosed post-money valuation of USD 550 million.
The company operates from dual headquarters in Singapore and Kuala Lumpur with offices across 11 Asia-Pacific markets and reports serving 1,000+ enterprise clients across 50+ markets globally. The revenue model is enterprise subscription/recurring technology services with custom engagement models, monetized through direct field sales to enterprise buyers across five vertical teams. Recent strategic moves include three acquisitions (SingPost ecommerce unit 2022, dhiOmics 2023, Customore 2024) to deepen ecommerce, India delivery, and CPG commerce capabilities, plus a partnership with Opptra to bring Hasbro and other global brands into Southeast Asia ecommerce. The launch of Autonomous Virtual Guarding Technology (AVGT) in 2026 extends the AI platform beyond digital experience into physical security operations.
ADA firmographics
Firmographics- Name
- ADA
- Legal name
- ADA Data AI Solutions Sdn Bhd
- Website
- https://ada-asia.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- ADA is a data and AI experience company that designs and executes integrated digital, analytics, marketing, and eCommerce solutions for enterprise clients across Financial Services, Consumer Goods, Retail, Healthcare, and Telecommunications in 50+ markets, primarily across Asia-Pacific.
- Ownership category
- akta.pro rank
ADA industry classification
Industry- Product category
- Data and AI Experience Platform
- NAICS
- Software Publishers (5132), Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Prepackaged Software (7372)
- akta.pro primary industry
- End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management) (HDAEANAA)
- akta.pro secondary industries
- AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI) (HDAEANAI), AI/ML Engineering & Model Development Services (BPAEAHAF), Responsible AI, Security & Privacy Platforms (Safety, Guardrails, PII) (HDAEANAG)
Keywords
Where ADA is headquartered
LocationHeadquarters
- HQ city
- Kuala Lumpur
- HQ country
- Malaysia
- HQ region
- Asia
Offices11 records
Markets served
ADA business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Enterprise Technology Services: ADA provides integrated data and AI solutions to enterprise clients across multiple industries including Financial Services, Consumer Goods, Retail, Healthcare, and Telecommunications. The company operates as a digital growth partner offering identity, personalization, commerce, and data/AI foundation solutions on a service contract basis.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
ADA product offering
Product offeringCore offering
ADA is a data and AI experience company that designs and delivers integrated digital, analytics, marketing, and eCommerce solutions for enterprise clients. Its offerings span four solution areas: Identity (authentication and KYC), Personalization & Orchestration (AI experiences, customer intelligence, conversational AI), Commerce (digital, omnichannel, AI command center, AI creatives), and Data & AI Foundation (data foundation, data for AI, agentic AI & analytics). The platform enables enterprises to unify customer data, orchestrate personalized journeys, and execute AI-powered commerce at scale across Asia-Pacific markets.
Product overview
ADA is the Data & AI Experience Company offering a platform-plus-modules architecture organized into four main solution areas: Identity (Authentication, KYC), Personalization & Orchestration (AI Experiences, Customer Intelligence, Conversational AI), Commerce (Digital Commerce, Omnichannel Commerce, AI Command Center, AI Creatives at Scale), and Data & AI Foundation (Data Foundation, Data for AI, Agentic AI & Analytics). These solutions are delivered through a unified platform approach, enabling enterprises to build decision-grade intelligence into customer experiences across identity verification, personalization, commerce execution, and data activation. The company operates across 20+ markets serving enterprise clients in Financial Services, Consumer Goods, Retail, Healthcare, and Telecommunications industries.
Differentiator
Problem solved
Functional benefit
Brands
- AVGT (Autonomous Virtual Guarding Technology): AI-powered security solution that replaces manual patrols with autonomous guard tours using existing CCTV infrastructure, delivering up to 50% reduction in guarding costs.
Products and services
- Identity Solutions Carrier-grade identity verification signals and multichannel user verification delivered through a single API for enterprise clients requiring secure onboarding, authentication, and KYC compliance.
- Personalization & Orchestration Suite that unifies customer intelligence and orchestrates cross-channel journeys so experiences feel personal at enterprise scale, including AI-powered experiences, predictive customer intelligence, and conversational AI agents.
- Commerce Solutions Intelligent end-to-end commerce experiences powered by data and AI, executed by always-on operations across D2C, marketplace, social commerce, and omnichannel channels, with AI command center and AI creative production.
- Data & AI Foundation Platform that unifies and governs enterprise data so AI runs reliably, providing a scalable foundation for activation, analytics, and automation through data unification, AI-ready data structuring, and agentic AI applications.
- Intelligent Commerce Solution for CPG Advanced commerce platform for the CPG industry that combines ecommerce data integration with ADA's AI capabilities to optimize digital commerce operations across trade, media, and retail channels.
- Autonomous Virtual Guarding Technology (AVGT) AI-powered security solution that replaces manual guard patrols with autonomous guard tours using existing CCTV infrastructure, delivering up to 50% reduction in guarding costs while enabling 24/7 operations for organizations in Asia.
Quantifiable outcome
- Up to 50% reduction in guarding costs with Autonomous Virtual Guarding Technology (AVGT)
- +4 more outcomes
Companies that use ADA
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles4 records
ADA technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability11 records
Feature5 records
ADA partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- OpptracoreADA partnered with Opptra, an AI-native franchising and licensing partner, to launch global consumer brands into Southeast Asia's ecommerce market. The collaboration's first milestone brings Hasbro into the region, with ADA managing flagship marketplace stores and providing full ecommerce services including AI-powered operations, marketing, and analytics. The partnership aims to expand beyond marketplaces into direct-to-consumer and omnichannel channels with a pipeline of brands across toys, electronics, baby care, and general merchandise.
- CustomorecoreADA acquired Customore to launch an advanced Intelligent Commerce solution for the CPG industry. This platform combines Customore's ecommerce data integration with ADA's AI capabilities to optimize digital commerce operations.
- SnowflakecoreADA has partnered with Snowflake to provide integrated data and AI solutions. ADA and Snowflake Intelligence turn weeks of waiting into instant, governed customer insights, redefining speed in ASEAN customer decisions.
Scale indicators7 records
Recent moves7 records
Expansion highlights7 records
ADA competitors and assessment
Company assessmentDirect peers
- Twilio Segment: Twilio Segment is a customer data platform enabling identity, personalization, and engagement; overlaps with ADA's Identity and Customer Intelligence solutions with comparable multi-channel verification and CDP capabilities.
- Publicis Sapient: Publicis Sapient is the digital transformation arm of Publicis offering data, AI, commerce, and martech services to enterprises; comparable to ADA across AI-driven personalization, commerce, and analytics engagements.
- Merkle: Merkle (Dentsu) is a data-driven CX, identity, personalization, and commerce services firm; overlapping with ADA in customer intelligence, identity, and AI-driven martech for global enterprise clients.
- Accenture Song: Accenture Song is Accenture's digital transformation, data, and AI marketing services arm; directly comparable to ADA's enterprise data/AI solutions, digital marketing, and commerce execution offerings across multiple verticals.
- Deloitte Digital: Deloitte Digital delivers AI, data, and customer experience consulting and implementation services to enterprises; comparable to ADA's data and AI foundation plus personalization and commerce solution areas.
Broad incumbents
- Adobe Experience Cloud: Adobe Experience Platform and Customer Data Platform enable identity, personalization, and commerce at enterprise scale; overlapping with ADA's Identity, Customer Intelligence, and Commerce solutions as a broader incumbent alternative.
- WPP: WPP (including GroupM and Wunderman Thompson) is a global digital advertising and marketing services giant with significant data and AI capabilities; comparable to ADA's commerce, personalization, and AI-driven marketing work for enterprises.
- Cognizant: Cognizant offers AI, data, and digital experience services for enterprises including personalization and commerce; comparable to ADA's enterprise services model, primarily serving a broader global customer base.
- Salesforce Marketing Cloud and Data Cloud: Salesforce Marketing Cloud, Commerce Cloud, and Data Cloud with Agentforce AI provide end-to-end enterprise AI personalization and commerce; competes with ADA's platform but at much larger scale.
Others
- Snowflake: Snowflake is ADA's named technology partner for data foundation and AI integration; relevant as the data cloud platform underpinning ADA's Data & AI Foundation offering rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
ADA social profiles
Digital presenceADA financial estimates
Financial estimateRevenue estimate
Valuation estimate
ADA leadership team
Management profileNumber of profiles
Profiles5 records
ADA subsidiaries and ownership
Company hierarchySubsidiaries3 records
ADA funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ADA M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ADA
What does ADA do?
ADA is a data and AI experience company that designs and delivers integrated digital, analytics, marketing, and eCommerce solutions for enterprise clients. Its offerings span four solution areas: Identity (authentication and KYC), Personalization & Orchestration (AI experiences, customer intelligence, conversational AI), Commerce (digital, omnichannel, AI command center, AI creatives), and Data & AI Foundation (data foundation, data for AI, agentic AI & analytics). The platform enables enterprises to unify customer data, orchestrate personalized journeys, and execute AI-powered commerce at scale across Asia-Pacific markets.
Is ADA a public or private company?
ADA is a private company. It is classified as corporate owned and is currently operating.
When was ADA founded?
ADA was founded in 2017. It employs 1,001 to 5,000 people.
Where is ADA based?
ADA is headquartered in Kuala Lumpur, Malaysia, in the Asia region.
How does ADA make money?
One revenue line is on record: enterprise Technology Services.
Who are ADA's main competitors?
Direct peers on record are Twilio Segment, Publicis Sapient, Merkle, Accenture Song and Deloitte Digital. Broad incumbents are Adobe Experience Cloud, WPP, Cognizant and Salesforce Marketing Cloud and Data Cloud. Snowflake is listed as an others.
Does ADA have an API?
Yes. ADA offers API-based services primarily through its Authentication and KYC solutions. The Authentication product is described as a turnkey, multichannel user verification solution "powering over 4B authentications globally" delivered through a single API. KYC is described as telco-led identity proofing to verify real people. The specific API documentation URL, auth method, rate limits, and versioning are not explicitly stated in the source material.
What industry is ADA in?
ADA's product category is Data and AI Experience Platform. Its primary akta.pro industry code is HDAEANAA, End-to-End Enterprise AI Platforms (MLOps & Model Lifecycle Management), with a secondary code of HDAEANAI, AI Integration & Orchestration Platforms (Connectors, Workflow, iPaaS for AI). Its NAICS code is 5132 and its SIC code is 7370.