Interpublic Group announces partnership with Aaru

Interpublic Group (IPG) announced a strategic partnership with Aaru, an AI and technology company specializing in predictive simulations for human behavior. The company said, “This collaboration empowers Interpublic and its agencies to leverage Aaru’s state-of-the-art multi-agent infrastructure and proprietary technology to simulate human behavior and forecast audience sentiment towards various marketing initiatives: brand platform ideas, creative asset testing, live events and activations, influencer marketing, corporate communications, earned media campaigns and more.”