Art Technology Group Names New Branding, PR, Advertising, and Investor Relations Providers; Increases Marketing Investment in Staff, Programs.

Business/Technology Editors

CAMBRIDGE, Mass.--(BUSINESS WIRE)--March 2, 2000

Hires Internet-savvy Firms and Increases Staff by More than 400%

to Catapult ATG Brand and Build Awareness for its Dynamo Solutions;

Kicks off Efforts with National Advertising Campaign

Art Technology Group ("ATG") (Nasdaq:ARTG) today announced that it is launching a major marketing initiative aimed at solidifying its position as a leading platform for personalization, e-commerce, and customer management solutions. As part of the initiative, ATG has hired multiple new agencies to augment the Company's marketing staff and programs. These agencies will provide branding, advertising, public relations and investor relations strategy and support, and will extend ATG's marketing team, which has also expanded dramatically in the last four months.

"ATG is investing heavily in marketing programs, as well staffing," said Paul Shorthose, president and COO, ATG. "We are building an infrastructure of agencies and people that allows us to scale very aggressively regardless of the number of customers, partners, or sales people we need to support." Since ATG's IPO, the company has been aggressively shifting to a more marketing-driven organization, and we expect our marketing efforts will make a major impact in 2000."

Agencies announced include:

Partners & Simons, a Boston-based agency who was behind ATG's recently launched national advertising campaign.

The Horn Group (HGI), a full service high-technology public relations agency with strong ties to the Internet press and analyst community. HGI was ultimately chosen for its history of success, culture and knowledge of the industry after a thorough review of several of the leading high-tech firms.

Fitch, Inc., a renowned corporate identity agency. ATG's commitment to delivering the most succinct message to its audience while building a strong and unique brand is viewed as a critical component of the overall success of its 2000 marketing program.

Sharon Merrill Associates (SMA), one of the leading resources for investor relations and corporate communications. SMA will provide strategic investor relations services for ATG, which went public in July of last year.

Other agencies retained for this year include: The Catchpole Corporation, for executive speaker placement; Rain Castle, for producing ATG's first annual report; Text 100, providing public relations services in support of ATG's recently-opened Munich office; MarketingEdge, providing event planning services for the Dynamo Open, ATG's annual User Conference; and Rapid Response, who will handle fulfillment, telemarketing, and online event/training registration for ATG.

One of the first components of ATG's new marketing program was unveiled on February 27 with the introduction of ATG's first national advertising campaign. Created by Boston agency Partners & Simons, the campaign debuted in full-page ads in major national dailies including the Wall Street Journal, the Boston Globe, San Jose Mercury News and the New York Times.

About Art Technology Group

Art Technology Group, Inc. ("ATG") (Nasdaq: ARTG) is a leading provider of Internet customer relationship management and electronic commerce products and services. ATG offers an integrated suite of Java application server-based products and services, as well as related application development, integration and support services. ATG's Dynamo(R) Product Suite enables Global 1000 enterprises, as well as new businesses using the Internet as their primary business channel, to understand, manage and build their online customer relationships and to more effectively market, sell and support their products and services over the Internet. The Dynamo solution is designed to provide businesses with the core platform and software tools required to develop and deploy personalized, scalable and reliable e-commerce Web sites. Dynamo is licensed to over 200 customers including: 3M, BabyCenter, BellSouth, BMG Direct, Eastman Kodak, Informix, John Hancock Funds, Inc., Network Solutions, Newbridge Networks, Scudder Kemper Investments, Sun Microsystems and TheStreet.com. The Company is headquartered in Cambridge, MA with additional locations throughout the U.S. and in Europe.

This press release contains forward-looking statements for purposes of the safe harbor provisions under The Private Securities Litigation Reform Act of 1995. These statements involve known and unknown risks and uncertainties that may cause ATG's actual results, levels of activity, performance or achievements to be materially different from any future results, levels of activity, performance or achievements expressed or implied by such forward-looking statements. Important risk factors affecting ATG's business generally may be found in ATG's prospectus and in periodic reports and registration statements filed with the Securities and Exchange Commission. Risk factors related to the subject matter of this press release include the possibility that the marketing and advertising campaigns will not be successful, either now or in the future; that ATG will not maintain relationships with particular agencies identified in this release; that the marketing programs will be discontinued; unrealistic customer expectations based on marketing and identity programs; and the costs and risks associated with multi-party relationships. . ATG undertakes no obligation to update any of the forward-looking statements after the date of this press release.