Acoustic is the new brand for IBM’s former marketing and commerce platform, following its sale to private equity company Centerbridge Partners in April.

The independent marketing cloud is led by a team including former IBM executives. IBM

sold its Watson Marketing and Watson Commerce technology to Centerbridge

earlier this year.

Acoustic, which claims to be the largest independent marketing cloud, was created to offer marketers purpose-built solutions on an open marketing platform. The company says the name represents the organisation’s commitment to listening, understanding, and solving complex challenges with intuitive technology.

CEO Mark Simpson said: “Acoustic is filling a major void in the industry as a true platform that’s entirely devoted to the marketer. As an independent company, our goal is to bring back a personal approach to the art of marketing by investing in products that work together across the entire marketing ecosystem to help enhance creativity and truly move people.”

The platform allows clients to use an open technology ecosystem that connects their data and provides a deeper understanding of their customers. Acoustic’s AI-powered products are designed to remove friction and deliver a more consistent experience to the market, while protecting customer privacy.

The company says Acoustic aims to help marketers eager to apply new tech and

take advantage of industry-leading AI development.

The tools and products offered by Acoustic will include a marketing cloud, campaign, content, personalisation tools, and analytics tools.