Interpublic Group has announced a strategic partnership with Aaru, an AI technology leader in predictive simulations for human behavior. This collaboration allows Interpublic agencies to use AI predictive simulations for audience insights and marketing optimization.
Through Aaru’s advanced multi-agent infrastructure, Interpublic can forecast audience sentiment across brand platforms, creative testing, live events, influencer campaigns, and earned media. This technology enables marketers to design campaigns that resonate strongly with target audiences.
Moreover, Aaru extends Acxiom’s capabilities in identity resolution and audience management. It predicts which audiences are most valuable for acquisition, upselling, cross-selling, and retention, as well as which messages will deliver the greatest impact.
Proven Results and Expanded Applications
Interpublic and Aaru have already partnered successfully across financial services, healthcare, and CPG industries. Agencies used Aaru’s simulations to refine creative concepts across diverse markets, resulting in stronger campaign performance.
Following these results, the companies will expand their use of predictive simulations for audience building, product innovation, live activations, and strategic insights. The capability will also integrate into Interact’s campaign design modules, enabling large-scale deployment across client portfolios.
“In today’s fast-moving marketing world, predictive insights are essential,” said Philippe Krakowsky, CEO of Interpublic Group. “Our partnership with Aaru, combined with Acxiom data and the Interact platform, gives clients the ability to forecast campaign success and optimize creative executions faster and more accurately.”
Aaru’s technology models real-world audience reactions before campaigns launch, guiding optimization and improving ROI. Importantly, Aaru trains its models on licensed data only, aligning with Interpublic’s strict data ethics principles.
Cameron Fink, founder of Aaru, emphasized, “We enhance creative power, not replace it. Partnering with Interpublic enables us to push innovation and deliver measurable results.”
Exclusive Access and Future Innovation
Through this partnership, Interpublic gains early access to Aaru’s latest simulations and product developments. Jayna Kothary, Interpublic’s Chief Solutions Officer, will join Aaru’s advisory board, fostering collaboration between Aaru’s technology experts and Interpublic’s creative teams.
“This marks a shift from reactive to proactive marketing,” Kothary said. “Aaru’s predictive simulations let us optimize in real time, delivering personalized experiences at scale.”
Interpublic and Aaru will also launch a Simulation Studio, giving clients immersive demonstrations of AI-driven campaign evolution. These sessions will show how marketing strategies can be quickly adapted and scaled across markets to boost reach, engagement, and return on investment.
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News Source: Globenewswire.com