Customer support in 2025 isn’t about scripted chatbots; it’s about AI agents that reason, act, and resolve. Powered by frontier LLMs like ChatGPT, Claude, Gemini, Grok, and Perplexity, today’s platforms promise faster responses, lower costs, and happier customers.

Ada is one of the best-known names in the customer support solution space, used by enterprises to automate up to 83% of inquiries. 

In this review guide, we break down Ada’s features, real user feedback, pros and cons, and compare it with an alternative like pagergpt, so you can make a confident, informed decision.

Let’s start discovering if Ada is still the right choice for your business in 2025?

Ada is an enterprise-grade AI customer service automation platform built to help companies deliver personalized, multilingual, and scalable support. Unlike traditional bots that rely on rigid scripts, Ada positions itself as AI-first, not script-first, meaning its agents are designed to reason dynamically and handle full inquiry resolution from start to finish.

Global brands like Shopify, Ipsy, and AirAsia utilize Ada to automate customer conversations across web, messaging, email, and voice channels. According to Ada, its platform can automate up to 83% of support inquiries, significantly reducing agent workload and improving CSAT scores.

At its core, Ada combines:

• A reasoning engine powered by AI and custom knowledge bases.

• Playbooks are workflow automations that execute complex SOPs, such as refunds or ID verification.

• Enterprise-grade compliance (HIPAA, GDPR, SOC 2) for industries where data privacy is non-negotiable.

In short, Ada promises to deliver end-to-end resolution at scale and boost customer experience.

Ada is designed as an all-in-one customer support AI agent, built to resolve inquiries end-to-end with reasoning, security, and scale. Its core features are both broad and robust:

Ada's Reasoning Engine and Natural Language Understanding

• Ada’s foundation hinges upon multi-model orchestration, its proprietary Reasoning Engine to help understand intent, context, and conversational nuances of customers’ queries, not just keywords or scripting.

• Through NLP, it analyzes user queries, determines actions like when to trigger workflows or search the knowledge hub to fetch relevant content dynamically, and solve users’ problems. 

• Ada is built to support richer, more intelligent interactions compared to rule-based bots.

Playbooks to train for multi-step workflow automation 

• Ada provides a feature called ‘Playbooks, which is a logic-based structured instruction template to automate SOP-driven workflows, such as troubleshooting, refunds, account verification, or personalized routing.

• Playbooks make training AI agents feel seamless, helping users to execute tasks step-by-step without human intervention.

Drag-and-drop visual flow builder 

• Ada's Answer Builder uses message blocks, each acting as a chat bubble. You can drag, drop, and combine blocks to create flexible response designs. 

• Offers integrations with third-party systems—such as CRMs, e-commerce platforms, and more—to fetch or push data within conversations (e.g., Shopify, Zendesk via Gorgias integration).

Omnichannel deployment

• Ada’s support for omnichannel deployment enables business leaders and customer support leaders to make support accessible across web chat, messaging (including WhatsApp and Messenger), email, and voice.

• Ada efficiently helps maintain context when users switch channels, facilitating a smooth handoff across platforms. By configuring API calls and using tokens, developers can set up handoff.

Multilingual support

Ada’s multilingual capabilities support over 50 languages, providing real-time translation and accurate language detection, which enables global brands to cater to diverse customer bases seamlessly. Without stressing over the lack of manpower, it is easy to provide personalized customer support across e-commerce, retail, hospitals, and many other verticals with Ada.

Live agent handoff and ticketing

Ada allows setting up integrations with Zendesk, Salesforce, and other support systems to automatically escalate complex cases, transfer context, and create tickets when needed.

Knowledge source integration

With built-in multi-source knowledge integration, Ada ingests documents, FAQs, help center content, PDFs, and structured knowledge into its answers. Therefore, it ensures that responses are grounded in the most trusted and up-to-date company information.

Advanced analytics & continuous coaching

Ada’s advanced analytics and continuous coaching focus on improving response accuracy by facilitating effective automation, CSAT, deflection, and agent handoffs. It provides previews and testing tools to refine Playbooks, allowing managers to coach for better performance over time.

Enterprise-grade security and compliance

Ada is HIPAA, GDPR, and SOC 2 compliant, allowing businesses to maintain the privacy of PII and build trust. Built with privacy-by-design principles, Ada is suitable for regulated industries.

The Ada platform operates through a continuous, four-step lifecycle designed to improve an AI agent's performance. It performs by following the four-way principle, 

Measure 

This initial phase involves gaining insights into automated conversations to understand where the AI is performing well and where it can be improved. You can track key performance indicators (KPIs), such as the Customer Satisfaction Score (CSAT) and resolution rate, to see how effectively the AI is resolving customer issues.

Test

 In this stage, you can refine the AI agent by simulating customer conversations in a sandbox environment. This allows you to run experiments and optimize performance without risking live customer data.

Coach

 The Coach phase allows you to guide the AI by providing feedback and training it to follow specific policies and multi-step processes. This can be done using a no-code interface, ensuring the AI continuously learns and aligns with business needs.

Extend

The final step is to deploy the AI to connect with customers on their preferred channels, such as chat, voice, or email, and in over 50 languages. This provides 24/7 support and expands the AI's reach.

Pros:

Scalability

Ada enables businesses to manage growing customer support volumes without adding more agents. This reduces costs while ensuring faster, more efficient service delivery.

Global reach

With multilingual and omnichannel capabilities, Ada helps companies engage customers across languages and channels. This strengthens brand presence and customer loyalty worldwide.

Resolution speed

Because Ada can execute multi-step workflows through its Playbooks, customers receive complete solutions in a single interaction. This boosts first-contact resolution and reduces frustration from repeated escalations.

Seamless integration

Ada connects smoothly with tools like Zendesk and Salesforce, allowing businesses to automate without disrupting existing systems. This accelerates adoption and ROI.

Continuous improvement

Through analytics and coaching tools, Ada adapts to real usage data and customer feedback. The result is more innovative automation that evolves with business needs.

Compliance

With certifications such as HIPAA, GDPR, and SOC 2, Ada offers enterprise-grade data security. This gives regulated industries confidence to automate safely.

Cons: 

Opaque and unpredictable pricing

Without public tiers and with a resolution-based model, businesses can’t easily forecast costs. For SMBs or teams scaling quickly, this can create financial uncertainty.

Complex to set up and maintain

While powerful, Ada’s Playbooks require expertise and time to design effectively. Smaller teams may struggle with lengthy deployment cycles before realizing the value.

Complex integrations

While Ada offers deep system integrations, setting them up often requires developer support and ongoing maintenance. This can increase costs and slow down adoption for non-technical teams.

Non-intuitive UI

Some users report that Ada’s interface for advanced features, especially Playbook design, is not intuitive. This can create a steeper learning curve and reduce productivity for teams managing the platform.

Limited scope beyond customer service

Ada is built mainly for customer support. Companies seeking automation for sales, IT, or HR workflows often find its capabilities too narrow, requiring extra tools.

Expensive at high volumes

Costs rise quickly as the number of resolutions grows, making Ada less affordable for organizations with large ticket volumes compared to session-based pricing models.

Slow time-to-value

Building effective automations can take weeks or months. Fast-moving businesses may find Ada’s longer setup time delays ROI compared to more plug-and-play alternatives.

Ada is best suited for industries where customer experience is high-volume, repetitive, and requires secure automation. Its strengths in automation, compliance, and multilingual support make it a strong fit for specific verticals:

E-commerce

Ada helps retailers manage order tracking, returns, exchanges, and product FAQs at scale. By automating these high-volume inquiries, brands reduce agent workloads while keeping customers informed instantly, even during seasonal spikes like Black Friday.

Banking and Finance

With its compliance certifications and workflow automation, Ada supports account updates, KYC verification, and transaction inquiries. This reduces wait times in sensitive financial interactions while maintaining the security standards banks require.

Insurance

Ada’s Playbooks allow automation of policy lookups, claims processing, and renewals. Customers benefit from faster responses, while insurers reduce the manual overhead of processing high volumes of routine claims.

SaaS and Technology

For software companies, Ada automates onboarding flows, troubleshooting, and support deflection. This enhances the user experience by providing customers with immediate assistance while freeing agents to focus on more complex technical escalations.

Airlines and Travel

Ada supports flight status updates, booking modifications, and cancellations across multiple languages and channels. This is particularly valuable in industries where timing is critical and customer queries surge during disruptions.

Healthcare

With HIPAA compliance, Ada can be used for appointment scheduling, patient FAQs, and insurance queries. It provides healthcare providers with a safe way to scale patient interactions while protecting sensitive data.

Ada has received G2 reviews with an average rating of 4.6 out of 5. G2 has a mix of both positive and negative reviews about Ada on the platform. 

Some positive feedback includes, 

• High automation rate: Many customers report Ada successfully automates 70–83% of conversations, significantly reducing the burden on support agents.

• Seamless integrations: Users praise Ada’s ability to connect with systems like Zendesk, Salesforce, and Contentful, enabling personalized support.

• Reliable multilingual support: Reviewers consistently highlight Ada’s ability to handle global customer bases without heavy localization overhead.

• Enterprise-ready security: Enterprises in healthcare and finance value its HIPAA and SOC 2 compliance.

Critical feedback includes,

• Opaque pricing model: Buyers often complain about the lack of public pricing, making it hard to forecast or compare with alternatives.

• Steep learning curve for Playbooks: While powerful, Playbooks require significant time and expertise to design, which can delay ROI for smaller teams.

• Limited scope beyond CX: Ada excels in customer support, but businesses seeking sales, IT, or HR automation may find its scope too narrow.

• Cost at scale: Ada’s usage-based pricing model can quickly become expensive for companies with large ticket volumes, making it prohibitive for fast-growing SMBs.

One G2 reviewer notes:

“Ada's implementation and maintenance was quite heavy lift. Generating more complex intents was sometimes challenging and frustrating, as it required a good level of technical knowledge of how the product works (in terms of placeholders, APIs etc)”. 

 Trustpilot score is mostly negative, though. It is 1.9/5. 

Trustpilot has many negative reviews about Ada, where customers share their frustration over the lack of NLP capabilities in providing appropriate answers, steep learning curve, integrations, and customizations. However, it also gains positive reviews.

Ada is a strong choice for enterprises that need customer support automation at scale, but it comes with trade-offs pricing opacity, slower deployment, and a narrower focus on CX. Businesses seeking a faster, more versatile, and predictable solution are increasingly switching to pagergpt.

pagergpt is built as an AI agent platform that not only automates support workflows but also drives sales and lead qualification. It combines LLM-powered reasoning with no-code simplicity, enabling teams to launch in hours instead of weeks.

Let’s discover how pagergpt compares to Ada. 

Faster deployment: How pagergpt ships AI agents faster

Where Ada often requires weeks or months to design Playbooks and launch, pagergpt enables teams to go live in under an hour. With its 100% no-code builder, businesses can train an AI agent directly on websites, files, or integrations, making it the clear choice for companies that want immediate ROI rather than lengthy implementation cycles.

Broader integration ecosystem: Integration flexibility with pagergpt 

Ada integrates with CRMs and helpdesks, but advanced workflows often need developer support. pagergpt offers a wider set of plug-and-play integrations, spanning CRMs, calendars, file storage, and sales tools. This enables AI agents to not only resolve support issues but also trigger workflows, such as scheduling a meeting in Calendly or retrieving data from Google Drive.

Predictable pricing: Why pagergpt is more affordable 

First and foremost, Ada doesn’t make its pricing public. One needs to contact their sales team to know their pricing plans. Additionally, Ada’s resolution-based pricing can cause costs to balloon as ticket volumes increase. pagergpt uses a session-based model that includes unlimited messages per session and publicly listed plans starting at $349/month. This transparency enables businesses to plan budgets and scale with confidence.

Superior usability: What pagergpt does to make adoption easier 

Ada’s advanced features, especially Playbooks, can feel non-intuitive and create steep learning curves. pagergpt’s platform is designed for simplicity, with an intuitive UI and no-code customization options that make it easy for non-technical teams to build and deploy. The result: faster adoption and less reliance on technical specialists.

Greater global reach: How pagergpt stands out

Ada covers 50+ languages as per its website, but pagergpt raises the bar with 95+ language support with built-in language detection and translation out of the box. pagergpt ensures near-universal coverage for multinational businesses. Combined with unlimited messages per session, this makes pagergpt more adaptable for companies with diverse customer bases.

Deeper analytics: Why pagergpt’s advanced analytics makes a difference 

Ada provides insights into CSAT, automation rate, and deflection, which are useful but limited in scope. pagergpt tracks 20+ data points per session, including customer sentiment, urgency, and resolution quality. This level of insight provides leaders with actionable intelligence to enhance both support operations and the customer experience.

Balanced compliance and flexibility: how pagergpt helps with compliance 

Both Ada and pagergpt deliver enterprise-grade compliance (SOC 2, GDPR, and more), but pagergpt balances this with faster deployment and flexible usability, making it suitable for both enterprises and SMBs. This ensures businesses don’t have to choose between security and agility.

A head-to-head comparison: Why pagergpt as an alternative to Ada 

Ada has earned its place as an enterprise-grade automation platform, especially for companies focused purely on customer support at scale. Its reasoning engine, Playbooks, and compliance certifications make it a solid choice for organizations that can invest the time and resources to design complex workflows.

But in 2025, businesses are demanding more: faster deployment, transparent pricing, broader integrations, global language coverage, and flexibility that extends beyond customer support into sales and revenue workflows. This is where pagergpt stays ahead.

With its no-code setup, 95+ language support, session-based pricing, and ability to handle both support and sales use cases, pagergpt delivers value faster, more predictably, and more comprehensively than Ada. For SMBs that want quick wins, and for enterprises that need scale with agility, pagergpt is the platform of choice.

Ready to move beyond limited chatbot automation?

Book a demo with pagergpt today and see how modern AI agents can transform your support and sales workflows in 2025.