Businesses today have invested heavily in cloud infrastructure and data systems. However, more often than not, a lot of the promised returns on that investment has been limited, the true value of their data locked behind increasingly siloed systems.
While AI (agentic and conversational) have had a dramatic impact on the way companies, and in particular marketing teams, operate, they too risk deepening the silos, leaving much of the value of cloud infrastructure and data warehouses unrealized. Each tool works brilliantly within its own domain, but without connection or shared context their potential remains only partially unlocked, preventing businesses from fully realizing the value of their investments.
So, what if they could work together? What if your campaign optimization agent, your marketing mix model, and your performance reporting tools could all collaborate with a single unified source of truth? What if you could generate insights that are grounded in a holistic view of your business, uncovering connections and opportunities no single function could see alone?
At Adverity, we believe that such a collaborative, intelligent ecosystem is not only possible, but the future of modern marketing. We’ve long been at the forefront of the AI revolution. Well before ChatGPT became a household name we were embedding a variety of smart tools and AI-powered capabilities into our platform to meet the complex data integration needs of our customers. More recently, we launched Data Conversations, our own GenAI tool designed specifically for marketers to query large datasets in natural language.
Now, we’re taking the next step: building an advanced integration hub that allows AI agents to work together seamlessly. To make this a reality, we are developing a new Model Context Protocol (MCP), the missing link that allows these isolated tools to finally work as one. Think of them as a universal translator for different AI systems to speak with one another.
Our protocol will give any AI agent, whether from Adverity or a third party, a standard way to use the data our customers collect and manage in Adverity and share it with other agents. In doing so, it promises to transform these powerful but siloed tools into a vast connected ecosystem capable of not only delivering far better insights but also finally enabling businesses to realise the full value of their data infrastructure.
This is more than just an idea; it's a strategic roadmap we’re already building with the first applications aimed at some of marketing’s most pressing challenges. Imagine, for example, a “Meridian Navigator” agent, built for teams using Google’s MMM tool that automatically connects to all the right data sources, prepares them for analysis, and flags data gaps before they become problems. This will not only elevate the business’s data foundations and unlock new heights of analytical capability for smarter, faster decisions, but also save countless hours and resources.
Or, imagine AI agents tapping into your connected data through Data Conversations, delivering insights that go far beyond simple reporting. They reveal not just what happened, but why it happened, the creative forces that drove success, and the opportunities that could take your performance even further.
From there the possibilities open up to an entirely new era of end-to-end automation: autonomous marketing mix modeling, real-time campaign optimization across every channel, and intelligent governance that hardwires your brand’s best practices into the fabric of your operations.
This is our blueprint, and it's a future we want to shape with our customers and the market. As we lay this groundwork for a new era of business intelligence, your feedback is crucial to ensure it addresses the problems that matter most and creates real impact across your business.
Our vision is to make Adverity the central AI integration hub for autonomous marketing, solving your biggest challenges and driving your success.
If you have any questions or want to provide any feedback, please email us at mcp@adverity.com.