Accenture, through its corporate venture capital arm, has announced an investment in AI-based marketing intelligence platform Alembic.

The two companies will form a strategic partnership aimed at supporting clients in tracking and improving the effectiveness of their marketing activities using data analysis and causal AI.

Alembic’s platform aggregates and examines information from various marketing sources, such as broadcast media, social platforms, website traffic, and direct-to-consumer communications.

It integrates this data with sales statistics to establish connections between marketing actions and business outcomes.

The system provides real-time data intended to support decisions on marketing spend and clarify the impact of campaigns on revenue.

Alembic’s system is designed to address this by identifying impact scores for each marketing channel or event, including areas typically challenging to measure, such as brand initiatives, sponsorships, live events, and organic social content.

The technology can also assess the effect of market fluctuations or policy changes to help organisations adjust their marketing investments when needed.

Alembic founder and CEO Tomás Puig said: “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.”

Accenture Song, the company’s tech-powered creative group, is collaborating with various emerging AI firms across the marketing workflow.

Partnerships include Aaru for strategic planning, Writer for content development, AI Refinery for campaign management, and now Alembic for attribution and analytics.

Accenture’s own marketing department is currently trialling Alembic’s technology to evaluate its campaign performance.

Accenture Song global customer AI and data lead Arun Kumar said: “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 analysed.”

Alembic recently closed a Series B funding round led by Prysm Capital and Accenture.

Other investors included Silver Lake Waterman, Liquid 2 Ventures, NextEquity, Friends & Family Capital, and WndrCo.

In August 2025, Accenture announced the acquisition of NeuraFlash, a consulting and independent software vendor partner for Salesforce and Amazon Web Services.