Agencies

IPG partners with Aaru AI for ‘predictive simulations’ of human behavior

Partnership aims to ‘move the needle for creatives, not replace them.'

Lucy Shelley

August 12, 2025

9:00 am

Source: Getty Images

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Interpublic Group has partnered with AI and tech company Aaru to leverage its “predictive simulations” for human behavior.

IPG will use the technology to simulate human behavior and forecast audience sentiment in marketing across brand platform ideas, creative asset testing, live events and activations, influencer marketing, corporate communications and earned media campaigns.

Aaru will add to IPG’s Acxiom capabilities in identity resolution and audience management, aiming to predict 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.

Aaru founder Cameron Fink said the tech also aims to “move the needle for creatives, not replace them”.

In addition, IPG’s chief solutions officer, Jayna Kothary, is joining the Aaru strategic advisory board. Through the partnership, Aaru gains access to the holding company’s network of creative talent to develop further marketing solutions.

Kothary said: “This partnership represents a paradigm shift in how we approach marketing, capitalizing on the opportunity that AI brings for scale, speed, and precision.”

The new partnership also involves audience-building, product innovation, live activations and strategic insights.

Philippe Krakowsky, IPG’s chief executive, added: “In today’s dynamic marketing landscape, data-driven insights and predictive capabilities are essential for success.”

IPG is currently undergoing a takeover by Omnicom, which has just been green-lit by the UK’s Competition and Markets Authority. The holding company cut 2,400 jobs in the first half of this year ahead of the takeover, adding to last year’s headcount reduction of 4,100.

IPG has previously partnered with Aaru on projects in financial services, healthcare and CPG verticals, using the simulation technology to evaluate platform ideas and creative work.

This story first appeared on Campaign UK.

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IPG partners with Aaru AI for ‘predictive simulations’ of human behavior

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