Accenture Plc ( ACN ) has acquired the integrated customer engagement agency Unlimited for an unknown sum.

After the acquisition, Unlimited will become part of Accenture Song, the tech-powered creative group.

Headquartered in London, with additional locations in Bristol, Winchester and Reading, Unlimited’s nearly 600 employees will join Accenture Song’s U.K. team aligned to the marketing practice under Bill Scott, marketing practice lead, U.K., Ireland and Africa, Accenture Song.

The acquisition is expected to boost Accenture Song’s ability to scale its offerings and unlock greater value from generative AI. 

Unlimited consists of TMW, Walnut, Health Unlimited and Nelson Bostock. Unlimited, through its proprietary Human Understanding Lab & AI-powered digital insights platform LUCA, complements Accenture Song’s existing capabilities in data and analytics.

“The world of CRM is more crucial to brands than ever before and there is no greater partner for it than generative AI-powered creativity,” said Dame Annette King, global lead, marketing practice, Accenture Song.

Accenture ( ACN ) held $5.1 billion in cash and equivalents as of February 29, 2024.

Price Action: ACN shares are trading lower by 2.48% at $324.89 on the last check Wednesday.