ADA
Category: AI in Marketing
ADA is a data and AI experience company that builds intelligent growth platforms for enterprises, combining customer data platforms, AI-powered personalization, commerce solutions, and supply chain AI across Asia and global markets. ADA was founded in 2018. The company is led by Srinivas Gattamneni. Based in Singapore (dual HQ with Kuala Lumpur, Malaysia). Total funding raised: $138M. Latest round: Corporate Round. Key investors include SoftBank Corp., Mitsui & Co., Axiata Group (majority shareholder), Sumitomo Corporation.
- Founded
- 2018
- Headquarters
- Singapore (dual HQ with Kuala Lumpur, Malaysia)
- Total funding
- $138M
Value proposition
ADA helps enterprises transform marketing and commerce through connected data, AI-powered personalization, omnichannel marketing automation, conversational AI agents, and supply chain intelligence — all built on a unified data foundation.
Products and solutions
Identity (Authentication, KYC), Personalization & Orchestration (AI Experiences, Conversational AI, Campaign Orchestration), Commerce (Digital Commerce, Omnichannel Commerce, Intelligent Commerce), Data & AI Foundation (Unified Data Platform, Data For AI), Supply Chain AI (Demand Forecasting, Supply Planning, Vendor Collaboration), Autonomous / Agentic Marketing & Retail Decisioning (post-Algonomy)
Unique value
Largest independent data and AI company in Asia with proprietary data on 375M+ consumers, operating across 12+ markets with deep regional expertise, backed by strategic investors SoftBank Corp. and Mitsui & Co.
Target customer
Enterprise brands in CPG, Retail, BFSI, Telecommunications, and Healthcare sectors across Asia and global markets
Industries served
CPG (Consumer Packaged Goods), Retail, BFSI (Banking, Financial Services, Insurance), Telecommunications, Healthcare
Technology advantage
Proprietary AI CoPilot for ecommerce operations; Ensemble AI for style/outfit recommendations; 375M+ consumer proprietary data database; 4B+ authentications processed; 1B+ algorithmic decisions made daily; 30+ technology patents; Agentic AI capabilities across marketing, commerce, and supply chain
How they differentiate
ADA differentiates through its unique position as the largest independent data and AI company in Asia with deep regional market presence across 12+ countries, proprietary consumer data on 375M+ individuals, strategic backing from SoftBank and Mitsui, and an end-to-end platform spanning identity, personalization, commerce, supply chain, and data foundation — all powered by AI.
Main competitors
Treasure Data (SoftBank-owned CDP / Treasure AI), Adobe Real-Time CDP / Experience Cloud, MoEngage (customer engagement platform)
Key partnerships
SoftBank Corp. (strategic investor and partner, 23% stake), Mitsui & Co. (investor, 12.69% stake), MoEngage (APAC strategic partnership for omnichannel engagement), Snowflake (via Snowflake Intelligence), Contentsquare (service partner), Opptra (commerce partnership for global brands in Asia)
Notable customers
Procter & Gamble, Unilever, Etiqa Insurance, Petronas, DBS Bank, Laneige, Nestle, Watsons, Burger King, Toyota, Cycle & Carriage Malaysia, FRISO
Major milestones
Founded 2018 as Axiata Digital & Analytics, 2021: SoftBank Corp. invests RM250M (~$60M) for 23% stake, valuing ADA at ~$260M, 2023: Mitsui invests $58M, valuing ADA at $550M, 2024: Acquires Customore, launching Intelligent Commerce suite for CPG, 2025: Partnership with Opptra to bring global brands to Asia ecommerce, 2026: Acquires Algonomy, expanding to 34 global markets with agentic retail AI decisioning
Growth metrics
1B+ algorithmic decisions made daily; 4B+ authentications verified; 375M+ consumer proprietary database; 1,300+ employees; 34 markets globally (post-Algonomy); 1,500+ enterprise clients
Market positioning
Positioned as the leading independent data and AI experience company in Asia, competing with global CDP and marketing automation platforms while offering deeper regional expertise and local market intelligence. Post-Algonomy acquisition, expanded to 34 global markets with enhanced retail AI decisioning capabilities.
Geographic focus
Asia-Pacific (South Asia, Southeast Asia, expanding to 34 global markets post-Algonomy acquisition)
Patents and IP
30+ technology patents (per company website claims)
About Srinivas Gattamneni
Ex-Axiata (Chief Portfolio Officer); Founder of PayZazz (UK mobile payments startup); Head of Corporate Venturing at ARM Ltd; China operations lead at Motorola Mobile Devices. MBA from London Business School, Bachelor of Engineering from National University of Singapore.
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Official website: https://www.adaglobal.com