IPG Partners with Aaru to Enhance Marketing Predictive Simulations

Interpublic Group (IPG) has partnered with Aaru, an AI and technology company specializing in predictive simulations for human behavior. The partnership will enable IPG and its agencies to leverage Aaru's technology to simulate human behavior and forecast audience sentiment towards various marketing initiatives. This collaboration aims to enhance IPG's marketing capabilities and provide clients with more accurate and effective marketing strategies.

Interpublic Group (IPG), a global leader in marketing solutions, has entered into a strategic partnership with Aaru, an AI and technology company specializing in predictive simulations for human behavior. The collaboration aims to enhance IPG's marketing capabilities by leveraging Aaru's technology to simulate human behavior and forecast audience sentiment towards various marketing initiatives.

The partnership will allow IPG and its agencies to utilize Aaru's state-of-the-art multi-agent infrastructure and proprietary technology to simulate human behavior and forecast audience sentiment. This will enable IPG to evaluate platform ideas, creative work, and live events more effectively, resulting in stronger campaign performance [1].

Aaru complements and extends Acxiom's capabilities in identity resolution and audience management by predicting which audiences are most qualified for acquisition, upselling, cross-selling, and win-back, and what messages and experiences will resonate the most for these audiences [1].

The partnership comes at a critical time for IPG, which recently saw a 3.5% year-over-year decline in revenue. The collaboration with Aaru is part of IPG's broader AI initiatives and aims to embed AI across its workflows as it nears a planned merger with Omnicom Group [2].

Jayna Kothary, IPG's Chief Solutions Officer, will join Aaru's strategic advisory board, further fostering collaboration and co-development of technology that enables brands to build AI versions of their target audiences, test campaign efficacy before launch, and fine-tune them based on feedback [2].

The partnership grants IPG, its agencies, and clients exclusive first looks at Aaru's simulations, technology, and new product developments. IPG is particularly excited about the future potential of Aaru coupled with Acxiom, and of their planned Simulation Studio, which will provide key clients with immersive, in-person demonstrations of how Aaru's technology can rapidly evolve and scale campaigns [1].

This collaboration is poised to redefine the future of marketing, setting a new standard for data-driven, predictive, and results-oriented campaigns. By simulating how target audiences might react, IPG is hoping to take some of the guesswork out of marketing and adjust its efforts on the fly [3].

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
[2] https://www.adweek.com/agencies/ipg-partners-with-ai-startup-aaru-simulate-audiences-marketing-campaigns/
[3] https://finance.yahoo.com/news/ipg-partners-aaru-ai-powered-110000877.html