The goal of Accenture's Reinvention Services business unit is to integrate AI "more rapidly" by combining five of its service divisions, including marketing arm Accenture Song.

The consulting, strategy, technology, and operations divisions of the professional services firm are merging with Accenture Song (previously known as Accenture Interactive until 2022).

Accenture Song's companies include the marketing group Unlimited, based in London; the market research firm Fiftyfive5, based in Sydney; and the customer experience analytics company GemSeek, based in Bulgaria.

Manish Sharma, the current CEO of Accenture's Americas division, will take over as the merged company's new chief services officer. The Americas' top executive will be John Walsh, the global chief operating officer.

Chief operating officer for the Americas Kate Hogan will take Walsh's place as global chief operating officer.

The business unit integration comes after Accenture invested in Aaru, a firm that creates synthetic audiences, earlier this year. Accenture stated at the time that it would "reinvent" how it creates products, services, and marketing campaigns by incorporating Aaru's private sector approach into its AI offerings.

On September 1, Jason Dess, the new integrated business unit's head of enterprise value and CFO, will assume the role of group chief executive of consulting.

Following the company's announcement last month that David Droga would be leaving, Song will be overseen by Ndidi Oteh, who is presently the division's lead in the Americas.

The technology leader will be Rajendra Prasad. The chief technology officer and global chief executive for technology will be Prasad. At Accenture, he currently serves as the chief information and asset engineering officer. Prasad takes Karthik Narain's place as he leaves the company.

Muqsit Ashraf, group chief executive-strategy, will continue to lead strategy, while Arundhati Chakraborty, group chief executive-operations, will continue to lead operations within the integrated unit.