Interpublic Group is betting on a one-year-old AI startup to speed up marketing’s slowest step—understanding audience response. The advertising and marketing agency is partnering with Aaru to embed its real-time human behavior simulation tech directly into IPG’s end-to-end marketing platform Interact.
Financial details of the partnership were not disclosed.
Aaru’s technology can simulate how a brand’s target audiences will react to a campaign, product innovation, or media plans within hours, said Jayna Kothary, IPG’s chief solutions officer,
“We do not have the luxury anymore of long-term surveys and waiting for six months. We need to be able to real-time inform our campaign design, our workflows, and our customer strategies,” she said.
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