ADA

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.

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

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

• Data and AI platform
• Digital commerce solutions
• Identity verification services
• Customer intelligence platform
• Enterprise marketing technology

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices11 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. 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

Core 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

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability11 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• OpptracoreStrategic or Co-development Partner · 23 October 2025ADA 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.
• CustomorecoreStrategic or Co-development Partner · 17 December 2024ADA 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.
• SnowflakecoreTechnology or IntegrationADA 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

Direct 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

• YouTubeyoutube.com/@weareadaglobal
• Facebookfacebook.com/weareadaglobal
• LinkedInlinkedin.com/company/weareada/?originalSubdomain=my

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ADA