EY US allies with Aaru to offer AI behavioural simulation to clients
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EY US formed an alliance with Aaru, whose platform builds populations of AI agents that model how defined audiences behave. EY will pair the simulations with its sector expertise, starting with financial services clients testing marketing, pricing, sales and merger scenarios. In a blinded test, Aaru reproduced in one day a wealth management study that originally took EY six months of fieldwork.
Buyer takeawayMarketing and strategy teams can test scenarios with simulated audiences faster than traditional surveys, though validation against real outcomes remains important.
