Artificial Intelligence Introduced in Adverity for Enhanced Marketing Analytics Capabilities
Adverty Intelligence: Revolutionising Marketing Analytics with AI
Marketing analytics is undergoing a significant transformation, with an increasing number of companies incorporating Artificial Intelligence (AI) capabilities into their platforms. Adverty, a leading marketing analytics provider, has joined the fray with the launch of Adverty Intelligence on September 12, 2025.
Adverty Intelligence is an expansion of Adverty's existing data integration platform, building on its success since 2015. This new offering delves into AI-powered analytics capabilities, aiming to break down barriers between marketing teams and data analysis.
The platform is built on AI and Model Context Protocol (MCP) technology, a testament to Adverty's commitment to cutting-edge technology. It introduces three core capabilities: Data Conversations, Notebooks, and Intelligent Agents.
Data Conversations utilises conversational and agentic AI, allowing teams to interact directly with their data. This feature enables a more intuitive and efficient way of accessing and analysing data, making it easier for marketing teams to make informed decisions.
Notebooks, on the other hand, create a collaborative hub that transforms insights from Data Conversations into organized narratives. This feature facilitates teamwork and knowledge sharing, ensuring that everyone is on the same page when it comes to data-driven decisions.
The most innovative feature, however, is Intelligent Agents. These automate specific workflows and trigger actions on demand, streamlining processes and freeing up time for more strategic tasks. The first implementation of Intelligent Agents is Adverty's MMM Agent for Google Meridian, which automates the time-consuming process of preparing data for marketing mix modeling.
Adverty Intelligence is already being used by major brands such as Unilever, American Express, Barilla, IPG Mediabrands, GroupM, and Dentsu, across offices in Vienna, London, and New York.
The launch of Adverty Intelligence reflects the market demand for more integrated analytics solutions. Other marketing analytics companies have also been introducing AI-powered features in recent months to address AI-driven consumer behaviour. Examples include advanced predictive analytics, hyper-personalization, automated customer segmentation, and AI-driven content creation.
Meanwhile, Google Analytics has introduced its own Marketing Control Platform (MCP) server for natural language data queries, while Microsoft Clarity added AI channel groups. Even Meltwater has introduced brand monitoring across AI platforms.
Prescient AI also unveiled a new marketing mix model since the 1960s in July 2025. The rise of AI in marketing analytics is undeniable, and Adverty Intelligence is at the forefront of this revolution.
With Adverty Intelligence, Chief Marketing Officers (CMOs) can transform their daily decision-making with data insights. However, the platform requires marketing teams to adapt their workflows to incorporate continuous data conversations. This shift towards AI-driven analytics promises to revolutionise the marketing industry, making data more accessible and actionable than ever before.
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