Data management firm Adverity has launched Atlas, a solution that acts as a 'knowledge layer' between enterprise data warehouses and AI, providing 'context, governance and business understanding' for marketing data. Founded in 2015 and headquartered in Vienna, the company notes that most marketing AI pilots fail because the AI lacks business context, such as budget reallocations or new promotions. Atlas integrates with platforms like Snowflake, BigQuery, Databricks and Redshift to ensure AI receives 'one governed answer for every query.' Available immediately to enterprise and agency customers in DACH, the UK and the US, Atlas complements Adverity's existing marketing ETL, Adverity Connect. CEO and co-founder Alexander Igelsböck stated that the industry needs AI that understands the business and marketing data nuances, and that Atlas does not require data migration or abandonment of existing cloud warehouses.