Base AI in 2025: Building the AI system for customer-led growth

We expanded the platform, invested heavily in AI, and brought together more of the customer marketing ecosystem, in product and in person. Everything we shipped this year had one goal: help teams efficiently create better relationships and customer experiences to elevate customer-led growth.

Here is a look at what we rolled out.

Advancing the Customer Marketing category

The 2025 TOP100 Influencers and Strategists in Customer Marketing and Advocacy marked another year of recognizing the leaders shaping the customer marketing discipline. The TOP100 has become a consistent reference point for the industry, highlighting practitioners who are setting the bar across advocacy, community, lifecycle, and customer-led growth. Each year, the list reflects how the role continues to evolve and where the most effective teams are focusing their efforts.

Embedding the voice of the customer

In June, we partnered with G2 to bring the voice of the customer into moments that matter. By connecting G2 insights directly into Base, teams can turn reviews and feedback into usable data for campaigns, segmentation, and decision-making, without manual work.

Expanding the Base platform

In 2025, Base completed two strategic acquisitions.

In February, we acquired Laudable, strengthening how teams capture, manage, and activate customer proof and advocacy.

In March, we acquired 3bears.ai, expanding our AI capabilities for turning customer data into insights and actions across the lifecycle.

Together, these additions deepened Base’s ability to unify customer data and activate it across marketing, sales, and customer teams.

Bringing customer leaders together

In September, we hosted Obsession 2025 across New York, Boston, and San Francisco. Obsession is designed for practitioners. No fluff. Real examples, real challenges, and honest conversations about what it takes to build customer-led growth in practice. Across all three cities, one theme stood out: the teams winning are the ones operationalizing customer insights, not just collecting them.

An improved Base experience

Built-in AI, across the platform

We expanded Base’s AI capabilities across key workflows — from launching Conversational BI and the Ask Creation AI Agent, to the new AI UGC Agent and more. These features, and 40 plus others we've launched this year, are built to reduce manual work, help teams move faster, increase customer engagement, and influence revenue across all customer journeys and touchpoints. This aligns with broader industry adoption: 91% of marketers now use AI in daily work (Salesforce, 2026). AI at Base is not an add-on — it is built into how the platform works.

A faster, more flexible app

We refreshed the Base app with a cleaner, more refined design and faster usability. The new experience improves visibility across customer data, feels lighter to work in day to day, and gives teams more flexibility, including customizable dashboards built around what they need to see and act on.

2025 by the numbers

In 2025, Base customers used the platform to drive measurable impact:

• We've influenced over $7.1B of revenue from references, referrals, upsells, and expansions.
• Our customers had 3.3M meaningful interactions with their customers through Base.
• Over 45k UGC pieces created, managed, and supporting Sales & Marketing within Base this year.
• Our customers added 48k advocates this year — elevating their brands with the voice of their customers.
• We've processed over 10k reference requests supporting sellers in winning deals in real time.
• Our customers' customers are in almost every country in the world — we envy the 10 in Seychelles🌴.

These numbers reflect how customer marketing is being operationalized at scale — not as one-off campaigns, but as a repeatable growth engine. The strategic context: McKinsey finds NRR is the single metric most correlated with B2B SaaS enterprise value, with top-quartile valuations averaging 24x revenue vs. 5x for the bottom. That's the game Base is built to win.

Looking ahead

We are heading into 2026 focused on helping teams scale customer-led growth with AI they can trust and leverage daily to grow relationships, revenue impact from customer programs, and true Customer-Led Growth that will help companies win in an AI world.

Thanks to our customers, partners, and community for building with us.

Happy New Year!