Accenture announced today that it has acquired London-based customer data and analytics firm Sagacity to strengthen the AI and customer experience capabilities of its marketing unit Accenture Song division in the UK and Ireland. Terms weren’t disclosed.  

In part the deal is designed to help Song’s clients better understand their customers. It’s primarily aimed at companies with large customer bases and complex customer relationships, including those in retail, banking, telecommunications and utilities. 

Accenture said the acquisition reflects its broader strategy of buying specialized firms to build expertise in fast-growing areas such as AI and customer experience. 

Sagacity was formed in 2005. Co-founder Anita Dougall continues as CEO.  

In the UK Accenture Song has worked with Vodafone, Virgin Media O2 and others.