Interpublic partners with Aaru for AI-driven predictive simulations in marketing initiatives.

Interpublic Group has formed a strategic partnership with AI and technology company Aaru to leverage Aaru's predictive simulations for human behavior. This collaboration aims to empower Interpublic and its agencies to simulate audience sentiment towards various marketing initiatives. Aaru complements Acxiom capabilities in identity resolution and audience management by predicting which audiences are most qualified for acquisition and what messages will resonate with them.

Interpublic Group (NYSE: IPG), a leading global marketing solutions provider, has formed a strategic partnership with Aaru, an AI and technology company specializing in predictive simulations for human behavior. The collaboration aims to empower Interpublic and its agencies to simulate audience sentiment towards various marketing initiatives, leveraging Aaru's advanced multi-agent infrastructure and proprietary technology.

Aaru's technology simulates real-world audience responses to creative stimuli, providing clear insights into campaign performance before launch. This capability helps guide post-launch optimization, allowing Interpublic's agencies to refine creative strategies, messaging, and channel allocation. The partnership complements Interpublic's existing capabilities in identity resolution and audience management, enhancing their ability to predict which audiences are most qualified for acquisition and what messages will resonate with them.

Interpublic and Aaru have successfully collaborated on multiple engagements, including companies in the financial services, healthcare, and CPG verticals. The partnership has resulted in significantly stronger campaign performance by rapidly evaluating platform ideas and creative work across diverse markets and audiences. Building on this success, the collaboration is expanding to leverage predictive simulations for audience building, product innovation, live activations, and strategic insights.

"In today's dynamic marketing landscape, data-driven insights and predictive capabilities are essential for success," said Philippe Krakowsky, CEO of Interpublic Group. "Combined with our exceptional Acxiom data asset and Interact platform, our partnership with Aaru will provide Interpublic and our clients with a distinct competitive advantage, enabling us to forecast campaign effectiveness and optimize creative executions with unprecedented speed and precision."

Aaru's technology maintains a rigorous, ethics-first approach to responsible research and language model building, exclusively training its models on licensed data. This aligns with Interpublic's commitment to data ethics as a core principle of their business model. The partnership grants Interpublic, its agencies, and clients exclusive first looks at Aaru's simulations, technology, and new product developments.

Jayna Kothary, Interpublic's Chief Solutions Officer, is joining Aaru's strategic advisory board. This collaboration allows Aaru to gain access to Interpublic's diverse network of creative talent, fostering a collaborative environment for developing groundbreaking marketing solutions. The partnership is poised to redefine the future of marketing, setting a new standard for data-driven, predictive, and results-oriented campaigns.

The collaboration between Interpublic and Aaru is expected to enable key clients to experience immersive, in-person demonstrations of Aaru's technology through the planned Simulation Studio. These sessions will showcase the speed and agility of Aaru's technology, enabling Interpublic to demonstrate how campaigns can be quickly adapted and scaled across various markets and platforms for improved impact and ROI.

References:
[1] https://www.globenewswire.com/news-release/2025/08/11/3130751/0/en/Interpublic-Partners-with-Aaru-to-Leverage-AI-Powered-Predictive-Simulations-to-Accelerate-Scale-and-Optimize-Marketing.html