"First, we change the technology, then the technology changes us."
- Alexander Igelsböck, CEO of Adverity, Jan 2022, 10 months before ChatGPT launchedWhen Alex wrote those words, the AI landscape was almost unrecognizable from its current state. The pace at which innovation has lowered the barrier to data maturity since then has been extraordinary. It’s been a dynamic and occasionally dizzying place to operate, and we don’t take the responsibility lightly.
But speed alone doesn’t translate into progress. Even as AI has redefined what’s possible, most teams are still stuck at the same bottleneck.
The Currency of Action
Data only realizes its value when it is converted into action. Yet, most data professionals today are trapped. While they’ve succeeded in centralizing data and creating a single source of truth, they still struggle to bridge the gap to knowledge and intelligent action.
Many spend the vast majority of their time on low-value tasks like connecting and cleaning data, rather than using it to shape campaigns, guide strategy, or make decisions. Those are the parts of the job where human judgment creates real value.and while this is necessary work, it’s not where people are best placed to add value.work enables value creation, it does not inherently possess it.
Adverity’s mission is to use AI to remove break this deadlock, automating the technical barriers (SQL, Python) that keep professionals siloed, empowering teams to focus on work that actually moves marketing outcomes forward.allowing them to focus entirely on improving marketing outcomes.
If you want to see where this transformation is heading, join us on December 11 for Adverity Intelligence: Now & Next.
Where AI Can Create Value
The way we automate has gone far beyond automating for efficiency’s sake alone. While apprehensions around AI taking over marketing roles have often been a source of resistance to AI adoption, it’s important to remember this isn’t a zero-sum game.
AI collapses the cost of intelligence. Take MMM for example. Running an MMM is often expensive, slow, and limited to a handful of big brands. When AI drops the cost and increases the speed of advanced modelling, the market doesn’t shrink; it explodes. Brands move from annual models to continuous ones, from a single KPI to dozens, and from a few enterprise users to every team that was previously priced out. As modelling becomes abundant, the value shifts toward the professionals who can interpret, contextualize, and act on it.
“Adverity Intelligence isn’t just about AI,” said Lee McCance, CPO 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. 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.”
Our top priority in creating Adverity Intelligence is creating value by mobilizing marketers to act on data more intelligently. By following the well-worn desire paths of our customer base, who are leading the charge on using automation and AI to amplify marketing efforts, we’ve identified the key areas where AI can add value.
In concrete terms, Adverity Intelligence is directly addressing slow, resource-intensive reporting, the need for technical specialists to analyze data, and missed opportunities due to delayed decision-making.
Alexander Igelsböck, CEO of Adverity, explains: “This is a huge opportunity for marketing and analytics leaders. Adverity Intelligence 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, making insights accessible, continuous, and embedded in daily decision-making.”
How Adverity is closing the gap
Marketers are under increasing pressure to deliver impact with fewer resources, while dashboards and static reports fail to provide the guidance they need. Adverity Intelligence introduces new capabilities designed to close this gap, including:
- Data Conversations: Powered by conversational and agentic AI, Data Conversations allows teams to interact directly with their data, surfacing answers in seconds through dynamic, insight-rich conversations.
- Notebooks: A collaborative hub that transforms insights from Data Conversations into organized narratives teams can share, refine, and build on.
- Intelligent Agents: From scheduling recurring insights to triggering workflows on demand, intelligent agents deliver outcomes seamlessly. For example, Adverity’s MMM Agent for Google Meridian, fully automates the time-consuming process of preparing data for marketing mix modeling; streamlining a very complex workflow.
- Adverity MCP (Beta): This enables any AI platform or agent to securely connect to your data warehouse to unlock further insights in the tools of your choice, closing the gap between data and intelligence.
What to expect: Adverity’s two Intelligence Engines
To further realize this vision, Adverity is introducing two specific product suites designed to remove the bottlenecks to value.
1. Insight Intelligence
This suite focuses on the "ask." Its goal is a thousandfold increase in the number of questions asked by non-technical users that receive a trusted and automated response. We expect to see the biggest changes in both presentation intelligence and dashboard intelligence, with agents creating or updating branded slide decks for reporting in seconds, or generating visualizations to track new, specific, or temporary KPIs in minutes.
When any marketing professional, and not just data professionals, can answer questions and tell stories from data themselves, they become more data literate, and they begin asking more complex, higher-value questions. Their focus shifts to ensuring that insights get turned into action. This changes both the role and workflow of data professionals who now become both consultants and people with technical skills that can build agents that automate the workflows required to turn data into intelligent action.
2. Intelligent Action
This suite focuses on the execution. Future competitive advantage will not come just from knowing what happened, but from the velocity of improving on it. This suite allows users to deploy AI agents to automate tactical workflows, turning understanding into action instantly, from the strategic level down to the tiniest tactical task.
One democratizes understanding, and the other democratizes action. Together, these two engines close the gap that has held marketing teams back for decades, turning data into the currency of action.
Final thoughts
“There’s a general principle that people over-expect the impact of new technology in the short term and under-expect it in the long run,” notes Thomas Hirschmann.
The long run is now arriving, and it belongs to teams that can turn data into intelligent action with the same immediacy they collect it.
Join us on December 11 for Adverity Intelligence: Now & Next to see what this future looks like in practice.
