QuestionPro buys Contlo to connect customer feedback with automated marketing

QuestionPro is adding the tools to act on customer feedback, rather than only collect and analyze it. The survey and experience-management company said on November 4, 2026, that it acquired Contlo, an AI marketing platform for e-commerce brands. Its goal is to give AI agents customer insight and channels through which to respond.

Financial terms were not disclosed. Contlo co-founders Ishaan Bhola and Mukunda NS will join QuestionPro as AI advisors, helping guide its AI roadmap and commerce initiatives. QuestionPro also plans to use SuperAGI’s agentic AI platform across its product suite.

Listening and acting were separate jobs

In a company blog post explaining the purchase, QuestionPro founder Vivek Bhaskaran drew a distinction between research systems and marketing systems. Surveys, focus groups and qualitative research help businesses understand customers. Email, text messages, WhatsApp and personalized offers are ways to act on that understanding. His argument is that those functions have operated in separate worlds, leaving a gap between learning something and responding.

Bhaskaran describes Contlo as the first in a planned series of “systems of activation” for QuestionPro. That means software that carries out a response, not just software that records an opinion. The company’s intended sequence is to listen, decide, act and learn, with agents using customer understanding to choose an action and adjust based on the result.

We were great at listening. We were failing at activation.

Vivek Bhaskaran, writing on QuestionPro’s blog

Contlo brings the channels and customer records

Contlo combines customer data, audience segmentation—grouping customers for different messages—and marketing automation across email, SMS, WhatsApp and web push notifications. Its platform supports personalized campaigns and automated customer journeys. Those capabilities give QuestionPro a way to connect its feedback tools with the channels brands already use to contact shoppers.

QuestionPro says Contlo has sent more than 5.8 billion messages, manages over 190 million customer profiles and has generated 3.9 million orders for hundreds of paying brands. It also says Contlo integrates with more than 200 platforms. These are company-supplied figures describing Contlo’s existing business, rather than results from the proposed combined AI workflow.

The intended combination uses different kinds of information together: QuestionPro’s customer feedback alongside Contlo’s engagement and purchase signals. QuestionPro says agents could use that information to choose product guidance, a service response or a timely follow-up for a shopper, then refine the choice based on what happens next.

E-commerce first, not every customer journey

Bhaskaran’s explanation puts a narrower boundary around the strategy than a company-wide AI overhaul might suggest. The initial focus is e-commerce, particularly Shopify merchants. He says little changes immediately for customers outside e-commerce, while describing agents and workflows for merchants that connect listening with marketing action.

His reasoning is that coordinating a customer journey depends on the industry. A consumer packaged-goods brand and an e-commerce business need different tools, channels and responses. Rather than build for every sector at once, QuestionPro chose a single market where it believes it can connect the full process. That is the practical scope of its “agentic commerce” pitch: linking what customers say with how a merchant responds.