Artificial intelligence (AI) and data technologies have evolved rapidly, reshaping industries in recent years. No longer just a tool to segment customers based on demographics or purchasing patterns, AI now drives strategic decisions, transforming industries by improving customer experience and improving efficiency.
ADA, an AI and data company operating in 12 markets in Asia, has been a key player in this transformation. Over the past six years, the company has grown significantly, becoming a leader in digital and data-driven business transformation in Asia.
Asian leader in AI and technology
Founded in 2018, ADA has helped businesses achieve their business goals, particularly in the areas of marketing and commerce. Its data-driven approach has fueled rapid growth, making it one of Asia’s largest independent data, AI and technology companies.
ADA employs more than 1,400 people and serves more than 1,500 customers in 12 markets, including Japan, South Korea, India and ASEAN countries. Its clients span various industries, such as banking, insurance, retail, fashion, oil & gas, telecommunications, food & beverages and automotive.
Srinivas Gattamneni, CEO of ADA, attributes the company’s success to his deep belief in the power of data and AI. “Our foundation is built on the belief that AI is the future of data,” he says. “We strive to help our customers build strong data foundations through engineering and analytics, enabling them to transform that data into personalized actions. From there, our AI co-pilots and digital operations drive impactful results throughout the customer journey, fueling business success at every touchpoint.
Gattamneni highlights ADA’s focus on business impact for customers. “Everything we do is results-driven, whether that’s driving sales and revenue growth, increasing customer value, or reducing customer acquisition costs,” says -he. “Our goal is not only to provide solutions, but also to produce measurable and transformative results. »
The growing influence of AI
AI is now a critical driver of revenue and growth, not just a supporting tool. Gattamneni says AI influences up to 35% of global industries’ revenues, highlighting its role in consumer behavior.
Sectors such as travel and financial services have seen significant impacts from AI-driven innovation, while many traditional industries are just beginning to explore the potential of AI. “The trend is still in its infancy, but the influence of AI will grow across all sectors. We are on the cusp of a future in which AI will be at the heart of everything from content creation to marketing to commerce,” says Gattamneni.
Hyper-personalization at scale
Data and AI will further revolutionize marketing and commerce in the years to come, particularly through hyper-personalization. Current personalization targets broad segments, but AI enables truly individualized strategies.
“With generative AI, we are moving towards one-to-one marketing. Brands will be able to create dynamic, highly personalized content for individual consumers at a fraction of the historical cost,” says Gattamneni. “What was once prohibitively expensive is now achievable, allowing businesses to engage consumers in more meaningful and tailored ways. We can now produce personalized creative content for almost a penny,” he adds.
Real-time pricing is another emerging trend, with product prices typically based on historical data. “Using AI, businesses can implement real-time pricing using factors such as consumer demand, competitor pricing, marketing strategy, supply chain and overall consumer behavior” , he explains.
Gattamneni expects augmented reality (AR) and virtual reality (VR) to play a larger role in the future of commerce, allowing consumers to visualize how products fit into their lives. For example, consumers can use AR to virtually try on clothes, shoes and accessories from home, providing a personalized shopping experience and eliminating the need to visit stores.
Building a Strong Database
ADA’s advantage, according to Gattamneni, lies in its team of data scientists, data engineers, analysts and industry specialists, whose combined expertise helps the company understand customer needs and provide tailor-made solutions to achieve business objectives.
One of the key solutions driving significant momentum is ADA’s proprietary AI co-pilot suite. Launched in April, CoPilots combine disparate data sets, visualize key insights in robust dashboards, and use AI models to support critical decisions in real-time.
There are four versions: CoPilot for full-funnel marketing, CoPilot for e-commerce, CoPilot for conversational AI, and CoPilot for customer segmentation. “If you are an e-commerce specialist, you can use CoPilot to get an integrated view of performance across all channels. You’ll see where demand is coming from and, with predictive and prescriptive AI models, you’ll be able to make quick decisions on operations, pricing and demand planning across channels and markets,” explains -he.
“Our foundation is built on the belief that AI is the future of data. We strive to help our clients build strong databases through engineering and analytics, enabling them to transform that data into personalized actions.Srinivas Gattamneni
“For e-commerce specialists, CoPilot can help you make better marketing decisions across the entire funnel and gain clear visibility into every dollar spent,” says Gattamneni. “The response has been incredible. We already have around 100 customers in the region using CoPilot as part of their daily operations.
Global expansion and ambitions of Proficorn
Although ADA’s success in Asia has been remarkable, the company continues its global expansion and aims to enter the US market within six months. ADA already manages digital transformation for US-based clients in Asia.
“We see exciting opportunities in the United States, with its openness to innovation and startups,” says Gattamneni. In 2023, the Japanese company Mitsui & Co., Ltd. invested US$58 million in ADA, valuing the company at US$550 million. Other investors include Japan’s SoftBank Group Corp., Sumitomo Corp. and the Malaysian group Axiata Group Berhad.
However, ADA isn’t just chasing unicorn status. Gattamneni emphasizes the importance of becoming a “proficorn”, a profitable unicorn. “We are evolving sustainably, focusing on long-term value creation,” he says.
