Marketing firm IPG joins forces with AI company to predict audience responses for brand advertising efforts
In an innovative move to revolutionize marketing strategies, Interpublic Group (IPG) has partnered with one-year-old AI startup, Aaru. The partnership aims to predict human behaviour and optimize marketing campaigns before they launch, thereby enhancing effectiveness and Return on Investment (ROI) for brand campaigns [1][2].
The core of this collaboration lies in Aaru's technology, a multi-agent simulation platform that creates AI versions of target audiences. This platform simulates human behaviour and sentiment in response to various marketing stimuli, providing marketers with valuable insights into what resonates or falls flat with audiences [1][2][4].
By integrating Aaru's simulations with IPG’s Acxiom-powered identity resolution and its Interact marketing platform, the partnership offers precise, predictive insights about consumer behaviour and campaign efficacy. This integration allows for a seamless blend of Aaru’s AI-driven simulations with commerce data, empowering marketers to make informed decisions and fine-tune their campaigns based on real-time feedback [1][2][4].
IPG's Chief Solutions Officer, Jayna Kothary, emphasized that the partnership aims to enable real-time informed campaign design, workflows, and customer strategies. Kothary, who also sits on Aaru's board of directors, reiterated that startups and innovators in this space will bring differentiation, speed, and distinction to IPG's clients [1].
Aaru uses 20,000 agents, digital profiles packed with hundreds of demographic and psychographic data points, to replicate audiences. Its technology can simulate audience reactions to campaigns, product innovations, or media plans within hours, reducing reliance on slow, traditional methods like long-term surveys [1][2][4].
Brands and their agencies are increasingly using AI-generated audiences for simulating conversations with potential customers. This approach gives IPG a competitive edge by speeding up decision-making in marketing and amplifying creative efforts with predictive data, rather than replacing human input [1][2].
The success of the partnership will be measured by whether the new AI tools help brands drive growth. As IPG's latest earnings showed a 3.5% year-over-year decline in revenue, the partnership comes at a crucial time for the company [3]. If the merger with Omnicom Group, scheduled for Q4, is successful, IPG will have Omni and Interact as a strong platform, taking Aaru to more clients at more scale [5].
References:
[1] Adweek. (2022, May 16). Interpublic Group Partners with AI Startup Aaru to Predict Audience Reactions and Refine Marketing Campaigns. Retrieved from https://www.adweek.com/agencies/interpublic-group-partners-with-ai-startup-aaru-to-predict-audience-reactions-and-refine-marketing-campaigns/
[2] Campaign US. (2022, May 16). Interpublic Group partners with AI startup Aaru to predict audience reactions. Retrieved from https://www.campaignlive.co.uk/article/interpublic-group-partners-ai-startup-aaru-predict-audience-reactions/1757732
[3] AdAge. (2022, April 21). Interpublic Group Reports 3.5% Year-Over-Year Decline in Revenue. Retrieved from https://adage.com/article/data/interpublic-group-reports-3-5-year-over-year-decline-revenue/2352325
[4] PR Newswire. (2022, May 16). Interpublic Group and Aaru Partner to Predict Audience Reactions and Refine Marketing Campaigns. Retrieved from https://www.prnewswire.com/news-releases/interpublic-group-and-aaru-partner-to-predict-audience-reactions-and-refine-marketing-campaigns-301550856.html
[5] Campaign US. (2022, May 13). Interpublic Group and Omnicom Group to Merge in Q4. Retrieved from https://www.campaignlive.co.uk/article/interpublic-group-and-omnicom-group-merge-q4/1756481
- The partnership between Interpublic Group (IPG) and AI startup Aaru focuses on employing artificial intelligence to predict audience behavior and optimize marketing campaigns, thereby stimulating growth in the business sector through improved Return on Investment (ROI) and growth for brands.
- By utilizing Aaru's AI-driven technology, Interpublic Group aims to empower marketers to create informed and agile campaigns, blending the precision of Aaru's simulations with commerce data for quick and effective decision-making in finance, investing, and technology.
- In the future, the success of this collaboration will be evaluated based on its potential to drive growth for brands, as a promising step towards enhancing marketing strategies and staying competitive in the era of artificial intelligence and technological advancements.
