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Adverity Launches AI Tools
Marketing data platform Adverity has launched an AI-powered analytics layer called Adverity Intelligence, which it says will empower marketers to transform complex data into intelligent actions 'with ease.'
 Adverity was founded in 2015 and is headquartered in Vienna, with offices in London and New York. The company's integrated data platform allows clients to connect, manage and make use of their data at scale, and includes the Premium Scalability Suite, launched seven months ago and promising to help businesses efficiently roll out data best practices across multiple industries, business units or geographical markets.
Adverity Intelligence makes use of AI and MCP (model context protocols), and marks the company's expansion into analytics capabilities which 'enable entire teams to move from information to action with speed and confidence.' New capabilities promise to provide the guidance marketers need and which 'dashboards and static reports fail to provide', according to the company. They include Data Conversations, for verbal interrogation of data; collaborative hub Notebooks, which arranges the outputs from Data Conversations into organized narratives teams can share, refine and build on; and Intelligent Agents, for automation of tasks from scheduling recurring insights to triggering workflows on demand.
A first such tool, the MMM Agent for Google Meridian, 'fully automates the time-consuming process of preparing data for marketing mix modeling,' according to the company, 'streamlining a very complex workflow.'
Recently appointed company CPO Lee McCance (pictured) states: 'We've been embedding AI in our platform for some time and have already seen the benefits to our customers. With Adverity Intelligence, however, we are scaling that by enabling different tools, agents and teams to work together, combining to really accelerate the business impact and benefits of AI across the enterprise. While we'll continue to invest in the data side of our platform, at the same time, we also want to invest our expertise in the next stage of the data journey as a direct response to the challenges marketing teams face today. It's about turning data into intelligent actions that drive real business impact.'
The firm is on the web at www.adverity.com .
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