The partnership combines brands’ operational data, Acxiom’s third-party customer data and identity management with diwo’s decision-making platform.

It will initially focus on working with larger retailers and automotive companies on inventory management and optimising incentives, before expanding to other sectors.

David Skinner, chief strategy officer at Acxiom, said: “Due to the pandemic, long-established predictors of consumer demand are no longer valid, and the retail and auto sectors especially are demanding new data-driven answers.”

Krishna Kallakuri, chief executive officer at diwo, said: “Cross-functional teams from supply chain to marketing can automatically leverage more holistic customer data insights and the power of AI to dramatically improve business operations.”