As Figma IPOs and the tech world rushes to unpack the headlines, many will say it’s because of AI. That it’s part of the next big wave.
But look closer. This wasn’t an AI-first story.
It was infrastructure-first.
Figma didn’t IPO because they added AI features.
They IPO’d because they built a real business—with real usage, real data, and real processes.
Then, they layered on orchestration tools that actually did something intelligent with all of it.
“Figma quietly launched new AI features like AI-powered design review suggestions and workflow automation based on real-time collaboration.”
— TechCrunch
This is a playbook we know well.
At Ambassador, we’ve seen the same trend playing out across marketing, CX, and customer retention:
Clients don’t need another feature.
They need systems.
They need orchestration.
What’s the Difference Between Orchestration and Automation?
Automation is when you schedule a drip campaign.
Or pre-set a reminder.
Or build a basic rules-based workflow.
Orchestration is different. It’s adaptive. Intelligent.
It pulls in signals across your stack, interprets behaviors in real time, and acts—without needing manual oversight.
Think:
- Triggering rewards based on referral performance patterns
- Reactivating silent advocates at the right moment
- Syncing across email, SMS, and in-app engagement automatically
But here’s the thing—you can’t do orchestration unless you already have the data.
A New Class of SaaS Is Emerging
The next generation of software leaders won’t be the ones who just bolt AI onto a dashboard.
It’ll be companies who:
- Have real usage metrics
- Serve real clients, across real verticals
- Have infrastructure—not just ideas
“The companies that win the AI game will be the ones with the best data—because they’ve already earned the right to automate.”
— Andreessen Horowitz
This is where Ambassador stands out.
We’ve spent the last decade helping brands engage customers—through referrals, incentives, loyalty, and real behavioral data.
Now, we’re bringing orchestration to that data.
What We’re Building at Ambassador
We’re not chasing AI hype.
We’re building real orchestration layers over the most important parts of your customer engagement journey:
- Communication Co-Pilot: Responds to customer actions across channels in real time.
- Hiro: Our AI feedback engine that listens, learns, and reacts to voice, clicks, and behavior.
- Referral + Loyalty Automation: Intelligent systems that optimize outcomes, not just workflows.
Our architecture wasn’t designed yesterday.
It was redesigned on purpose—for this exact moment.
And the brands that partner with us are doing more with less, automating what matters, and owning their customer lifecycle from start to finish.
Final Word: This Is Bigger Than AI
Orchestration isn’t a buzzword. It’s the foundation of the next 10 years of Martech.
If you’re leading a brand right now, here’s the question to ask:
Are we building systems? Or are we duct-taping features?
Figma answered that question.
So did we.
And now, the market is responding.
Explore how Ambassador is bringing orchestration to engagement.
→ See the Platform
→ Meet Hiro – Our Feedback Engine
→ Referral Marketing, Evolved
→ Loyalty, Automated
