Adverity launches Atlas to add AI context for marketers

SOFIAH NICHOLE SALIVIO

News Editor

Adverity has launched Adverity Atlas, a marketing knowledge layer for artificial intelligence aimed at enterprise and agency customers in DACH, the UK and the US.

Atlas is designed to give AI systems a governed understanding of marketing data by adding business context on top of existing enterprise data warehouses. It aims to address a common problem in AI projects: systems can process data but often lack the context needed to interpret business changes accurately.

Adverity cited Gartner research showing that at least half of AI projects are abandoned after the proof-of-concept stage. It argues that many marketing AI pilots fail because the underlying systems do not understand changes such as budget reallocations, promotions or market shifts, leading to inaccurate answers.

Rather than requiring companies to move data into a new platform, Atlas sits above existing warehouse infrastructure, including Snowflake, BigQuery, Databricks and Redshift. It also works with data loaded through Adverity Connect and other data pipelines.

How it works

Atlas has two main uses. Through its own interface, it can act as a marketing analyst by flagging anomalies and answering questions across platforms. It can also serve as a knowledge layer for companies building their own AI agents and internal workflows.

The launch adds a second layer to Adverity’s existing marketing data business. While Adverity Connect focuses on aggregating and harmonising data from different platforms, Atlas is positioned as the layer that provides governance and business meaning so AI systems can use that information more reliably.

The product has been built on experience from more than a decade of enterprise deployments representing over $80 billion in managed advertising spend. Adverity’s customer base includes large consumer brands and agency groups such as Unilever, American Express, Barilla, IPG Mediabrands, GroupM and Dentsu.

Enterprise focus

The product reflects a broader market shift as businesses try to move AI projects from experimentation into everyday use. In marketing, that shift is tied not only to model performance but also to governance, auditability and whether AI systems can produce answers based on a single agreed version of business data.

Atlas is intended to provide that single governed answer for each query, rather than letting systems rely on whichever version of the data they encounter first. Customers can also keep control of data within their existing warehouse environments instead of rebuilding established systems.

Alexander Igelsböck outlined the company’s argument for a more specialised approach to AI in marketing.

“The industry doesn’t need more AI tools, it needs AI that understands the business it’s working for and specialised architecture that understands the nuances of marketing data and spend. We aren’t asking enterprises to migrate their data or abandon their existing cloud warehouses. Whether a team uses our built-in UI to surface anomalies or hooks Atlas up to their own internal workflows and tools, they are getting a secure system where every data action is fully governed, logged and entirely within their control,” said Alexander Igelsböck, Chief Executive Officer and Co-Founder of Adverity.

Founded in 2015, Adverity is headquartered in Vienna and has offices in London, New York, Sofia and Katowice. It serves more than 600 customers worldwide.