Supermetrics is expanding its marketing AI capabilities through its Claude integration. The platform now helps marketers analyze campaign performance, create campaigns, and manage approved changes. It combines trusted marketing data, business-specific context, and human oversight within AI workflows.
Since the February launch of the connector, over 6,000 customers from Supermetrics have used the Claude integration. In addition to that, the number of active users has increased by 250% each month on average. This makes the integration one of Supermetrics’ fastest-adopted product launches.
Paid-media reporting remains the leading use case. Meanwhile, Supermetrics plans to extend the integration beyond campaign analysis and reporting.
Norwegian digital marketing agency Layer has already reported significant efficiency gains. The agency reduced a client-reporting task from 10 hours of spreadsheet work to approximately 20 minutes. It achieved this result using Supermetrics and Claude.
With the help of Claude, it becomes possible for marketers to perform analysis of performance on many different sales channels and marketing channels. Such channels may include advertising channels, CRM, SEO, ecommerce, and data warehousing. Moreover, users have the ability to create as well as make changes to the campaign that exists on Google Ads, Meta, Microsoft Ads, TikTok, LinkedIn, and Snapchat.
Supermetrics Uses Business Context to Improve Marketing AI
Supermetrics believes marketing AI needs more than advanced language models. AI tools also require reliable business information to deliver useful recommendations. Therefore, the company introduced its Supermetrics Context Layer to support informed analysis and campaign execution.
The context layer gives marketing data normalization among connected platforms. This ensures that one does not have to export the information manually. Teams can set up their rules, goals, accounts, naming, and events in natural language.
These settings apply across team conversations. Consequently, marketers do not need to repeatedly explain their business requirements.
“AI has made it dramatically easier to ask questions, but marketers still have to bridge the gap between getting an answer and doing something about it,” said Mikael Thuneberg, Co-CEO and Founder at Supermetrics. “We believe the next phase of marketing AI is about closing that gap. Give AI trusted marketing context, let it identify what matters, and then give the marketer the ability to act while keeping the human firmly in control.”
Keeping Human Approval at the Center
Supermetrics maintains human oversight throughout campaign management. Newly created campaigns remain paused by default until marketers approve activation. Additionally, customers can establish approval requirements for individual accounts.
“An AI model on its own doesn’t know your business, how your marketing data fits together or what ‘good’ performance looks like for you,” said Thuneberg. “That context is what turns a general-purpose AI assistant into something genuinely useful for marketers.”
The company aims to connect marketing intelligence with practical execution. Ultimately, its Claude integration helps marketers understand performance, identify opportunities, and take approved actions.
“The goal isn’t to remove marketers from the process,” said Thuneberg. “It’s to remove the manual work between identifying an opportunity and being able to act on it.”
As AI adoption grows, Supermetrics plans to bring trusted data and business context closer to everyday marketing decisions. This approach aims to shorten the gap between campaign insights and measurable action.
“If we’re asking marketers to trust AI with increasingly important decisions, we have to be willing to use it on our own hardest problems too,” added Thuneberg.
“The future of marketing intelligence is about shortening the distance between understanding what’s happening and being able to act on it,” said Thuneberg. “It’s about giving marketers a system that understands what is happening across their marketing, surfaces what matters, and helps them take the next action, all while keeping them firmly in control.”
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News Source: PRNewswire.com
