Adverity Intelligence makes marketing analytics conversational, collaborative, and automated

Adverity launches AI-powered intelligence layer to turn marketing data into daily decisions

Marketing teams are under pressure to deliver impact with smaller budgets and fewer specialists. Adverity's new intelligence layer, launched on September 12, 2025, pushes beyond static dashboards and moves analysis into daily workflows.

Built on AI and Model Context Protocol (MCP), Adverity Intelligence connects tools, agents, and teams so insights flow faster and actions follow. The platform extends the company's data integration foundation and serves brands like Unilever, American Express, Barilla, IPG Mediabrands, GroupM, and Dentsu from offices in Vienna, London, and New York.

What's new

Data Conversations: Natural language and agentic AI let marketers query data directly and get answers in seconds-no SQL or specialist required.

Notebooks: A collaborative workspace that turns ad-hoc findings into living narratives your team can share, refine, and reuse.

Intelligent Agents: Automated workflows that trigger actions on demand. First up: an MMM Agent for Google Meridian that automates data prep for marketing mix modeling.

Why it matters to marketers

• Fewer bottlenecks: Move from analyst-driven reporting cycles to on-demand answers for campaign, channel, and budget decisions.
• Faster feedback loops: Continuous insight replaces weekly and monthly deck-building.
• Shared context: Notebooks capture institutional knowledge so insights don't disappear in chats and inboxes.
• Ready for MMM: Automation removes a major barrier to running and updating marketing mix models.

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

CEO Alexander Igelsböck adds: marketing and analytics leaders face "slow, resource-intensive reporting, the need for technical specialists to analyze data, and missed opportunities due to delayed decision-making." Adverity's approach targets those friction points directly.

How it works (in plain terms)

• MCP for coordination: Different AI systems and tools share context and work together, so teams can stay in one conversation instead of switching between apps.
• Conversational interface: Ask questions like "Which Meta ad set drove the lowest CAC last week?" and follow up with filtering, breakdowns, and next steps.
• Operationalized insight: Turn answers into Notebooks, assign owners, set due dates, and trigger agents to prep data or push actions.

Market context

The launch lands as analytics platforms add AI features: Google Analytics introduced an MCP server for natural language queries, Microsoft Clarity added AI channel groups, Similarweb rolled out GenAI tracking, and Meltwater extended monitoring to AI platforms. On modeling, Prescient AI announced a new MMM approach, while Google's Meridian became globally available as an open-source option.

The signal is clear: success depends on teams interacting directly with data-not waiting on handoffs.

What marketers can do in the next 30 days

• Pick 5 core questions you ask every week (CAC by channel, incrementality lift, budget reallocation impact, top creative drivers, forecast vs. actual).
• Pilot Data Conversations with one brand or region. Measure time-to-answer and decision lead time vs. your current dashboard workflow.
• Stand up Notebooks for recurring reviews: weekly performance, creative insights, MMM updates.
• Test the MMM Agent with a limited scope (one market, two channels) to cut data prep time and increase update cadence.
• Define governance: data sources, prompts standards, review cadence, and owners for each Notebook.
• Track three KPIs: time-to-insight, time-to-decision, and percentage of decisions backed by data conversations.

Operational considerations

• Data quality first: Bad inputs still lead to bad calls. Lock your source mapping, naming conventions, and cost-data reconciliation.
• Roles and adoption: Train channel owners to run their own conversations and document insights in Notebooks.
• Security and access: Set least-privilege access, audit trails, and approval steps for any agent-triggered actions.

Who benefits most

• Brands and agencies with lean analytics headcount needing faster iteration.
• Teams adopting MMM but slowed by data prep and update cycles.
• Leaders shifting from presentation-based reporting to continuous, conversational insight.

Timeline

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

Quick facts

• Who: Adverity, serving Unilever, American Express, Barilla, IPG Mediabrands, GroupM, Dentsu; leadership includes CEO Alexander Igelsböck and CPO Lee McCance
• What: AI-powered analytics layer with Data Conversations, Notebooks, and Intelligent Agents (starting with Google Meridian MMM automation)
• When: Announced September 12, 2025
• Where: Global availability from Vienna, London, and New York
• Why: Reduce reporting drag, cut analyst bottlenecks, and move to dynamic, collaborative intelligence

Bottom line for CMOs

This isn't about faster charts; it's about changing how teams work with data. Move decisions closer to operators, document insight as a team asset, and automate the grunt work that slows modeling and optimization. The mix of conversational access, shared context, and agents is what turns your data estate into daily action.

Need to skill up your team for AI-driven analytics? Explore practical programs for marketers at AI Certification for Marketing Specialists.