New Adverity Tool Atlas Adds Marketing Context for AI

Data management and integration specialist Adverity has launched Atlas, a solution helping AI tools to make sense of marketing data. Atlas forms a 'knowledge layer' between existing enterprise data warehouses and AI, providing the latter with 'context, governance and business understanding.'

Founded in 2015, Adverity is headquartered in Vienna, with offices in London, New York, Sofia and Katowice. Its integrated data platform allows clients to connect, manage and make use of their data at scale, and last autumn it launched an AI-powered analytics layer called Adverity Intelligence.

The company says most marketing AI pilots fail because the AI has no context about the business - 'It doesn't know you reallocated budgets across channels three days ago, or that a new promotion launched in two markets last week, and so it gives you confidently wrong answers.' Atlas, which can integrate with the likes of Snowflake, BigQuery, Databricks and Redshift, fills these knowledge gaps and ensures an AI gets 'one governed answer for every query, not whichever version it found first.'

The new solution, available immediately to enterprise and agency customers in DACH, the UK and the US, is described as a complement to the firm's existing marketing ETL, Adverity Connect, which focuses on automating the aggregation and harmonisation of disparate data sources.

'The industry doesn't need more AI tools,' says CEO and co-founder Alexander Igelsböck (pictured), 'it needs AI that understands the business it's working for and specialised architecture that understands the nuances of marketing data and spend. We aren't asking enterprises to migrate their data or abandon their existing cloud warehouses. Whether a team uses our built-in UI to surface anomalies or hooks Atlas up to their own internal workflows and tools, they are getting a secure system where every data action is fully governed, logged, and entirely within their control.'

The firm is on the web at www.adverity.com .