Accenture Invests in Alembic To Reinvent Marketing Measurement With Causal AI

Accenture has made a strategic investment in Alembic, a company known for its causal AI driven marketing intelligence platform, with the goal of helping brands understand which campaigns genuinely generate returns. The investment was made through Accenture Ventures and coincides with a partnership that will allow both companies to support clients seeking more accurate and real time insight into the performance of their marketing activities. By combining Accenture’s enterprise scale with Alembic’s advanced analytics, the collaboration aims to elevate how organizations measure effectiveness and make informed decisions that accelerate revenue growth.

This move comes at a time when many marketers continue to struggle to prove the impact of their campaigns. Research from Gartner shows that nearly two thirds of marketing leaders face substantial challenges when demonstrating how their efforts contribute to business outcomes. Alembic’s platform addresses this problem by drawing in data from a wide range of channels such as broadcast, social platforms, website activity and direct to consumer messaging, and pairing it with sales performance indicators. Through causal analysis, the system identifies how specific marketing actions influence measurable results and assigns an impact score to each channel or event. This gives brands real time clarity on what is driving revenue and enables more confident allocation of marketing budgets.

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Julie Sweet, Chair and CEO of Accenture, emphasized how central AI has become to broad organizational transformation. “Our clients are not just implementing AI; they are undergoing total enterprise reinvention, which hinges on trust and intelligence at the digital core,” she said. “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.”

Alembic’s capabilities stand out because they move beyond the limits of traditional measurement methods, which often rely on fragmented or incomplete data sets. The platform can analyze complex variables across hard to track channels such as brand campaigns, event activations, sponsorships and organic social content. It can also model the impact of external forces like policy shifts or other market changes, helping companies adjust quickly to protect or expand revenue opportunities. Tomás Puig, founder and CEO of Alembic, explained the value of the partnership. “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.”

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Arun Kumar, global customer AI and data lead at Accenture Song, described the partnership as a fundamental shift in how marketing performance can be measured. “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.”

Accenture Song continues to expand its suite of AI partners to improve every stage of the marketing workflow. The company works with Aaru for strategy development, Writer for content enhancement and AI Refinery for speeding up campaign execution. The addition of Alembic provides a powerful layer of attribution intelligence that strengthens accountability and helps brands track the true impact of their marketing. Accenture is already testing Alembic’s platform within its own marketing and communications teams to assess the effects of its campaigns more precisely.

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 and Family Capital and WndrCo.