ActiveCampaign Acquires Feedback Intelligence to Power Smarter, Self-Improving AI Marketing
ActiveCampaign has announced the acquisition of Feedback Intelligence, an AI evaluation and analytics platform that transforms raw conversational data into actionable performance insights to make its Active Intelligence marketing engine more reliable, accountable and continuously optimised. By integrating Feedback Intelligence’s specialised AI models-which convert unstructured conversations between AI agents and users into structured signals about intent fulfilment, satisfaction, friction points and conversational quality – ActiveCampaign aims to close a major gap in autonomous marketing platforms: understanding why AI agents succeed or fail, not just how often they interact.
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This acquisition strengthens the company’s Imagine-Activate-Validate loop by feeding insights from the validation stage back into campaign creation, helping agents learn from real outcomes and deliver progressively better results for customer acquisition, engagement and conversion goals. Feedback Intelligence’s team will join ActiveCampaign’s Technology and Product organisation to accelerate the evolution of Active Intelligence, underpinning continuous improvement, sentiment tracking and nuanced recommendations that guide both agents and human teams toward better performance. With this move, ActiveCampaign reinforces its position in autonomous marketing by embedding deep evaluation capabilities into its AI stack, offering businesses a more intelligent, insight-driven way to scale campaigns.
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