Adverity debuts AI-powered intelligence layer for marketing analytics

Adverity launched Adverity Intelligence on September 12, 2025, marking the company's expansion beyond its established data integration platform into AI-powered analytics capabilities. According to the announcement, the new intelligence layer addresses increasing pressure on marketing teams to deliver impact with fewer resources while traditional dashboards fail to provide necessary guidance.

"Adverity Intelligence isn't just about AI," said Lee McCance, Chief Product Officer at Adverity. "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."

The London-based company, founded in 2015, built its new intelligence layer on AI and Model Context Protocol (MCP) technology. This technical foundation enables different tools, agents, and teams to work together in ways that were previously impossible with static reporting systems. The platform serves brands including Unilever, American Express, Barilla, IPG Mediabrands, GroupM, and Dentsu across offices in Vienna, London, and New York.

Adverity Intelligence introduces three core capabilities designed to transform how marketing teams interact with data. Data Conversations uses conversational and agentic AI to allow teams to interact directly with their data, surfacing answers within seconds through dynamic conversations. This eliminates the traditional barriers between marketing professionals and technical data analysis.

Notebooks create a collaborative hub that transforms insights from Data Conversations into organized narratives that teams can share, refine, and build upon. This addresses the common challenge of insights remaining isolated within individual analyses rather than becoming organizational knowledge.

Intelligent Agents automate specific workflows and trigger actions on demand. The first implementation is Adverity's MMM Agent for Google Meridian, which fully automates the time-consuming process of preparing data for marketing mix modeling. This agent streamlines what has traditionally been a complex technical workflow requiring specialized expertise.

The launch comes at a time when marketing intelligence platforms are rapidly evolving to incorporate AI capabilities. Google Analytics recently introduced its own MCP server for natural language data queries, while Microsoft Clarity added AI channel groups to track artificial intelligence-driven traffic patterns.

The technology shift reflects broader industry challenges identified by marketing leaders. Alexander Igelsböck, CEO of Adverity, explains these persistent problems: "Marketing and analytics leaders consistently cite the same challenges: slow, resource-intensive reporting, the need for technical specialists to analyze data, and missed opportunities due to delayed decision-making."

Traditional marketing analytics workflows typically require technical specialists to extract insights from data, then translate those findings for marketing teams to implement. This process creates bottlenecks that slow decision-making and prevent marketing teams from responding quickly to changing market conditions.

Adverity Intelligence addresses these bottlenecks through conversational interfaces that allow marketing professionals to interact directly with data without requiring SQL knowledge or technical training. The platform maintains sophisticated data processing capabilities while presenting them through intuitive natural language interactions.

The Model Context Protocol technology enables different AI systems and tools to share context and work together rather than operating in isolation. This coordination capability allows marketing teams to access insights from multiple data sources and systems through unified conversations rather than switching between different analytics tools.

According to the company, this represents a broader industry movement from static reporting toward dynamic, collaborative intelligence. Rather than generating periodic reports that quickly become outdated, the new approach provides continuous insights that adapt to changing business conditions and marketing campaigns.

The collaborative Notebooks feature addresses another common industry challenge: ensuring insights are captured and shared across teams rather than remaining locked within individual analyses. Marketing teams frequently struggle to maintain institutional knowledge when analysts change roles or when insights are buried in email threads or chat conversations.

The automated agent capabilities tackle specific technical workflows that have traditionally required significant manual effort. Marketing mix modeling, for example, typically involves complex data preparation steps that require understanding both statistical methods and platform-specific requirements. Automating this process reduces the time needed to generate actionable insights from these sophisticated measurement approaches.

The announcement positions Adverity for growth beyond its traditional data integration focus. While the company emphasizes continued investment in its core data platform, the intelligence layer represents expansion into analytics capabilities that enable action rather than just data storage and processing.

"It's about turning data into intelligent actions that drive real business impact," McCance adds. The focus on business impact reflects increasing pressure on marketing teams to demonstrate return on investment while working with constrained budgets and reduced staffing levels.

The timing aligns with significant developments across the marketing analytics landscape. Similarweb launched comprehensive AI tracking capabilities in July 2025, while Meltwater introduced brand monitoring across AI platforms in August. These developments demonstrate industry-wide recognition that marketing measurement must evolve to accommodate AI-driven consumer behavior.

The competitive landscape includes both established analytics providers expanding their AI capabilities and new entrants building AI-native solutions. Prescient AI unveiled what it claims is the first fundamentally new marketing mix model since the 1960s, while traditional platforms like Google's Meridian have become globally available as open-source solutions.

For marketing professionals, these developments signal a fundamental shift in required capabilities. Success increasingly depends on teams' ability to interact directly with data rather than relying solely on technical specialists for insights. The conversational AI interfaces reduce the technical barriers that have traditionally separated marketing strategy from data analysis.

However, successful implementation requires marketing teams to adapt their workflows to incorporate continuous data conversations rather than periodic reporting cycles. This cultural shift may prove as significant as the technical capabilities in determining platform adoption and success.

The broader implications extend beyond individual platforms to industry-wide changes in how marketing teams operate. As AI-powered analytics become standard rather than experimental, organizations must evaluate whether their current data infrastructure and team capabilities support these new approaches.

According to the announcement, Adverity Intelligence enables CMOs to "transform how their teams work with data, making insights accessible, continuous and embedded in daily decision-making." This transformation requires both technical implementation and organizational change management to ensure marketing teams can effectively leverage new capabilities.

Igelsböck emphasizes that the solution "directly addresses these barriers and represents a broader industry move from static reporting to dynamic, collaborative intelligence. It is not simply about faster answers, but about enabling CMOs to transform how their teams work with data."

The expansion reflects Adverity's response to market demands for more integrated analytics solutions. Rather than treating data integration and analysis as separate functions, the intelligence layer combines these capabilities to enable more efficient marketing operations.

Timeline

• 2015: Adverity founded in Vienna with focus on marketing data integration
• January 29, 2025: Google makes Meridian marketing mix modeling globally available
• June 16, 2025: Snowflake and Acxiom announce AI marketing infrastructure partnership
• July 15, 2025: Prescient AI unveils new marketing mix modeling approach
• July 22, 2025: Google Analytics launches MCP server for AI-powered data conversations
• July 28, 2025: Similarweb launches GenAI Intelligence Toolkit
• August 5, 2025: Meltwater debuts GenAI Lens for brand monitoring
• August 29, 2025: Microsoft Clarity introduces AI channel groups
• September 12, 2025: Adverity launches Adverity Intelligence with AI-powered analytics layer

Summary

Who: Adverity, the Vienna-based marketing data platform company serving brands including Unilever, American Express, and Barilla, with leadership from CEO Alexander Igelsböck and CPO Lee McCance.

What: Launch of Adverity Intelligence, an AI-powered analytics layer featuring Data Conversations for natural language data interaction, collaborative Notebooks for insight sharing, and Intelligent Agents starting with automated Google Meridian integration.

When: Announced September 12, 2025, building on the company's existing data integration platform established since 2015.

Where: Global availability from Adverity's offices in Vienna, London, and New York, targeting marketing teams across brands and agencies.

Why: Addresses increasing pressure on marketing teams to deliver impact with fewer resources while traditional dashboards fail to provide necessary guidance, representing industry shift from static reporting to dynamic, collaborative intelligence.