Interpublic Partners with Aaru to Harness AI-Driven Predictive Simulations for Scalable, High-Impact Marketing

Interpublic Group, a global leader in marketing solutions, has announced a groundbreaking strategic partnership with Aaru, an innovative AI and technology company specializing in predictive simulations for human behavior.

Through this collaboration, Interpublic and its agencies will gain access to Aaru’s advanced multi-agent infrastructure and proprietary simulation technology-enabling them to forecast audience sentiment and behavioral responses across a range of marketing applications, including brand platform testing, creative asset evaluation, live events, influencer campaigns, corporate communications, and earned media initiatives.

Aaru’s capabilities complement Acxiom’s strengths in identity resolution and audience management by predicting which audience segments are most likely to convert, respond to upsell or cross-sell offers, or re-engage after churn—and identifying the messages, creative approaches, and experiences most likely to resonate.

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This partnership builds on a proven track record of successful joint projects across industries such as financial services, healthcare, and consumer packaged goods. In these collaborations, Aaru’s simulations helped Interpublic agencies evaluate creative concepts and platform strategies quickly and at scale, driving stronger campaign performance. Going forward, predictive simulation will be embedded into the campaign design modules of Interpublic’s Interact platform, making it readily available to teams and clients worldwide.

“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. This collaboration underscores our commitment to delivering best-in-class solutions that drive exceptional business outcomes for brands.”

Aaru’s AI technology predicts real-world audience reactions to creative content before launch, enabling teams to fine-tune messaging, channel strategies, and creative execution for maximum impact. This approach minimizes guesswork, optimizes media spend, and ensures campaigns sustain momentum from briefing to delivery. Importantly, Aaru maintains an ethics-first approach to AI, using only licensed data for training—aligning with Interpublic’s strong commitment to responsible data use.

“The beauty of Aaru’s predictive capabilities is that we move the needle for creatives, not replace them,” said Cameron Fink, founder of Aaru. “By partnering with Interpublic, we can use our technology as an opportunity to supercharge the world’s leading creative minds. This collaboration allows us to push the boundaries of what’s possible in marketing, driving innovation and delivering undeniable results for businesses across the globe.”

The agreement gives Interpublic, its agencies, and clients exclusive early access to Aaru’s simulation tools, technology updates, and new product innovations. As part of the partnership, Jayna Kothary, Interpublic’s Chief Solutions Officer, has joined Aaru’s strategic advisory board. This collaboration also grants Aaru access to Interpublic’s extensive creative network, fostering joint innovation on next-generation marketing strategies.

“This partnership represents a paradigm shift in how we approach marketing, capitalizing on the opportunity that AI brings for scale, speed, and precision,” added Jayna Kothary, Chief Solutions Officer of Interpublic. “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.”

To showcase the potential of the technology, Interpublic will introduce Simulation Studio Sessions—immersive demonstrations where key clients can see firsthand how Aaru’s platform rapidly refines and scales campaigns across diverse markets and channels.

By combining Interpublic’s marketing expertise with Aaru’s AI-driven predictive insights, the partnership sets a new benchmark for data-led, performance-driven marketing—helping brands connect with audiences more effectively, at speed, and with measurable results.