ADA, an AI company headquartered in both Singapore and Malaysia, has completed the acquisition of Algonomy, an AI retail decision-making company headquartered in Bengaluru, India, expanding the combined group’s presence.

In a statement on Thursday, ADA said it would expand to 34 markets across Asia-Pacific, the United States, the Middle East and North Africa, and Europe, without any financial details.

Algonomy, built on the legacy of Manthan and RichRelevance, serves more than 400 brands globally with AI-driven personalization, merchandising, and supply chain tools for retail. Following the acquisition, Algonomy clients retain full access to its products and teams, and the combined business operates under the ADA brand.

The acquisition adds AI decisioning capabilities that connect its existing data and analytics platform to real-time actions, according to ADA. It can facilitate AI agents to determine pricing, offers, products, and messages and deliver personalized responses across customer touchpoints simultaneously, ADA noted.

Srinivas Gattamneni, CEO of ADA, said the acquisition adds deep AI capabilities in personalisation, merchandising, and supply chain intelligence, bringing the company closer to its vision of building an AI-driven growth platform for every customer touchpoint.

Atul Jalan, CEO of Algonomy, said the company was founded on the premise that faster, better decisions would change what brands could do for consumers. The ADA acquisition provides a larger platform at a moment when AI decisioning is moving from advisory to autonomous action, the executive added.

ADA currently has a team of 1,300 serving 1,500 clients across retail, consumer packaged goods, financial services, and other sectors.

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