Accenture has made a strategic investment in Alembic, an AI-powered causal marketing intelligence platform, as part of the company’s broader effort to help enterprises better understand which marketing activities drive measurable revenue.
The investment, made through Accenture Ventures, also establishes a partnership between the two companies to jointly serve clients seeking to modernize their marketing measurement capabilities and improve return on investment.
Alembic specializes in utilizing causal AI to analyze data from a wide range of marketing channels, including broadcast, social media, website traffic, and direct-to-consumer outreach, and then pairing that information with sales results. The platform assigns an impact score that clarifies the relationship between marketing activity and business outcomes, enabling real-time adjustments to optimize marketing strategy. This approach has become increasingly important as marketing leaders face greater pressure to demonstrate ROI, with Gartner research indicating that many struggle to prove the impact of their campaigns to executive stakeholders.
The partnership will enable organizations to evaluate both traditional and complex data patterns more dynamically, including channels that are often challenging to track, such as brand campaigns, sponsorships, events, and organic social influence. Alembic’s technology can also account for external factors such as public policy shifts or market changes, allowing companies to protect marketing spend and identify new revenue opportunities.
Accenture Song’s broader ecosystem of AI marketing partnerships will incorporate Alembic’s capabilities into its solutions for marketing strategy, content production, and campaign optimization. Internally, Accenture’s marketing and communications teams are already piloting Alembic’s technology to evaluate the performance of their own initiatives.
Alembic recently closed its Series B funding round led by Prysm Capital and Accenture, with participation from Silver Lake Waterman, Liquid 2 Ventures, NextEquity, Friends & Family Capital, and WndrCo.
KEY QUOTES
“Our clients are not just implementing AI; they are undergoing total enterprise reinvention, which hinges on trust and intelligence at the digital core. Alembic’s Causal AI provides exactly that by moving the enterprise beyond correlation to deliver the verifiable, cause-and-effect insights leaders need to act with decisive speed.”
Julie Sweet, Chair and CEO, Accenture
“This investment and collaboration with Accenture will help us reach more companies that want to understand what really drives their results. Most companies are not short on data. They are short on answers, and that is where our NVIDIA SuperPOD backbone makes the difference. It gives us the compute power to uncover cause and effect in real time and show what truly drives growth. Together we are turning that data into concrete insights leaders can act on.”
Tomás Puig, Founder and CEO, Alembic
“This partnership between Accenture and Alembic is a paradigm shift in measurement. Alembic’s capabilities complement existing approaches, such as market mix modelling, but now with seemingly limitless variables that can be analyzed. Where measurement has often been seen as an afterthought, Alembic lets us see both the big picture and the details.”
Arun Kumar, Global Customer AI and Data Lead, Accenture Song
