ADA, a leading independent AI and data company, is shifting its strategy in Sri Lanka to dedicating all its efforts to Data and AI-led Customer Engagement Solutions. Known for its expertise in data analytics and artificial intelligence (AI), ADA helps businesses across sectors leverage these tools to enhance marketing, commerce, and customer interactions. This pivot marks a shift from broader offerings, which included marketing and e-commerce services, to a concentrated focus on business messaging through WhatsApp for Business and Conversational AI.
ADA has established itself as a key player in digital transformation, working across 12 countries and employing approximately 1,500 people. ADA services range from data analytics and engineering to digital marketing and e-commerce enablement, all supported by data-driven insights.
ADA began its journey in Sri Lanka with SMS messaging services, but it is now responding to the growing demand for more sophisticated customer engagement platforms. “We initially entered the Sri Lankan market by leveraging SMS for business messaging, but as customer expectations evolved, so did our solutions. Businesses are recognizing the power of messaging platforms like WhatsApp, and we see a significant opportunity to address long-standing challenges in customer engagement,” explained Srinivas Gattamneni, Chief Executive of ADA.
The renewed focus on Customer Engagement Solutions is rooted in the rising use of messaging apps in Sri Lanka. With 11 million active Sri Lankan WhatsApp users, businesses are beginning to explore opportunities leveraging these platforms to streamline customer interactions. Gattamneni emphasized, “Consumers are comfortable using messaging apps like WhatsApp, but many businesses have yet to realize the full potential of these channels. Our solutions aim to close that gap, enabling seamless, real-time engagement between companies and their customers.”
ADA is deploying AI to facilitate human-like interactions via chatbots, integrated with business processes such as scheduling, product discovery, and customer support. Gattamneni added, “We aim to provide businesses with tools that elevate customer interactions. AI enables businesses to scale their engagement efforts without increasing costs, and solutions like WhatsApp for Business allow them to interact with customers in real-time, solving many of the operational inefficiencies they face.”
ADA has launched a suite of AI CoPilots transforming enterprise marketing and e-commerce through data and AI. These tools integrate with ADA’s digital services, offering real-time predictive analytics and customized strategic guidance by unifying data streams across business units. The lineup includes CoPilots for Full Funnel Marketing, E-commerce, Conversational AI, and Customer Segmentation, each designed to enhance data-driven decisions and optimize business operations. CEO Srinivas Gattamneni emphasizes this initiative as an investment in clients’ futures, reinforcing ADA’s role as a leader in digital transformation across Asia, with a strong presence in 12 countries.
Looking forward, ADA plans to continue scaling its operations in Sri Lanka, bringing in more advanced AI-powered solutions to help local businesses optimize customer engagement. “The next phase of our journey in Sri Lanka is to bring the best of our global expertise and apply it locally, ensuring businesses can engage with their customers efficiently and meaningfully,” Gattamneni stated.
This strategic pivot aligns with a broader vision to drive digital transformation across Asia by integrating data, AI, and customer engagement solutions. With its new focus, ADA is positioning itself to address the specific needs of the Sri Lankan market while maintaining its commitment to innovation and delivering measurable business outcomes.
Here’s the full interview with ADA Chief Executive Srinivas Gattamneni: