ActiveCampaign, the email and marketing automation company, said on February 3, 2026 that it had acquired Feedback Intelligence, a startup that analyses conversations between AI agents and the people using them. Terms were not disclosed.
Feedback Intelligence's technology will be built into Active Intelligence, the AI engine that ActiveCampaign uses to run automated marketing workflows for its customers. ActiveCampaign said integration work had already started and that customers would see the effects in upcoming releases, without giving dates.
Founder and CEO Chinar Movsisyan is joining ActiveCampaign's technology and product organization. Movsisyan will run the Feedback Intelligence team together with a wider AI group, and the combined team will lead parts of the development of Active Intelligence.
What Feedback Intelligence built
The startup takes the raw text of conversations between users and AI agents and turns it into structured measurements. According to ActiveCampaign, these cover user satisfaction, whether the user's intent was fulfilled, points of friction, the quality of the conversation and how accurate the agent was.
It uses models trained specifically to evaluate AI agents rather than general-purpose models, and it produces recommendations on how an agent could be improved. Movsisyan said the idea came from seeing that useful signals about what worked were buried in unstructured text that product teams could not easily act on.
The startup was previously known as Manot. Under that name it helped companies find the cases where their AI models were likely to fail once real users started working with them, according to an EVN Report podcast profile of Movsisyan. ActiveCampaign said the team has expertise in machine learning, deep learning, computer vision and the evaluation of large language models.
“We built Feedback Intelligence because every conversation contains signals about what's working and what could be better, but that information was locked in unstructured text that teams couldn't easily act on.”
Why ActiveCampaign is buying
ActiveCampaign said Active Intelligence already produces thousands of conversations a day between AI agents and users. Those exchanges show what customers want and whether they got it, but simple measures such as conversation counts or thumbs-up and thumbs-down ratings do not explain the reasons behind a good or bad outcome.
Chai Atreya, ActiveCampaign's chief product and technology officer, said the company would use Feedback Intelligence to close the loop in its Imagine, Activate, Validate framework, sending what it learns at the validation stage back into the design of new agents. He said the tool would help ActiveCampaign spot unmet customer needs, track changes in sentiment and make specific recommendations.
ActiveCampaign now presents itself as an autonomous marketing platform for growing businesses. Active Intelligence is the layer that uses each customer's own data to build campaigns, automations and customer journeys, and the company says those outputs are supposed to get better over time. Feedback Intelligence gives it a way to measure whether that is happening at the level of individual conversations.
The deal reflects a broader shift among software companies that have added AI agents to their products and now need ways to check how those agents behave in production.
The founder and the funding
Feedback Intelligence is based in Berkeley, California. Funding databases differ on how much it raised. VCBacked lists a $900,000 pre-seed round in March 2023 with BANA Angels as an investor, while CB Insights shows about $500,000 in total across several pre-seed rounds between 2022 and 2024.
CB Insights names Hustle Fund, SmartGateVC and the Berkeley SkyDeck accelerator, including its Europe-Milano program, among the backers. Neither company disclosed the startup's headcount.
What happens to customers
ActiveCampaign did not say whether Feedback Intelligence would keep selling its product to other companies. The announcement focused on using the technology inside ActiveCampaign's own platform.
Movsisyan said that joining ActiveCampaign would put the startup's tools at the center of autonomous marketing, where AI agents are expected to act on their own rather than wait for instructions. The team's job will be to pinpoint where users get stuck, find recurring patterns and give product teams concrete fixes.
For ActiveCampaign customers, the change is meant to show up as better-performing AI agents in Active Intelligence as the new evaluation features are released.
