IPG Predictive Partnership and 'Simulation Studio'

Global marcoms group Interpublic (IPG) has announced a collaboration with Aaru, an AI and technology company specializing in predictive simulations of human behavior. As a result, IPG will offer clients the ability to forecast audience sentiment towards ad campaigns and other marketing initiatives.

Aaru's expertise complements that of IPG's data sharing and targeting wing Acxiom - the latter focuses on identity resolution and audience management. IPG and Aaru have already worked together on multiple client assignments, and the more formal partnership will see predictive simulation incorporated into the campaign design modules within IPG's Interact.

The partnership gives Interpublic and its clients exclusive previews of new Aaru products, and will see Jayna Kothary (pictured), Interpublic's Chief Solutions Officer, joining Aaru's strategic advisory board. In addition, IPG will launch the Simulation Studio, which will provide key clients with immersive, in-person demonstrations of how Aaru's technology can rapidly evolve and scale campaigns.

Cameron Fink, founder of Aaru says the firm's predictive capabilities 'move the needle for creatives, not replace them'. He adds: 'By partnering with Interpublic, we can use our technology as an opportunity to supercharge the world's leading creative minds.' Kothary comments: 'Aaru's predictive simulations empower us to move from reactive to proactive, optimizing campaigns in real-time and delivering personalized experiences that resonate with target audiences.'

IPG reported total revenue of $10.7 billion in 2024. The firm is online at www.interpublic.com .