Accenture Invests in AI-Powered Agentic Prediction Engine Aaru

Accenture announced that Accenture Ventures has invested in Aaru, creators of the leading AI-powered prediction engine that simulates consumer behavior and preferences, driving stronger customer experiences, new growth opportunities and speed-to-market. As part of this collaboration, Accenture Song intends to integrate Lumen—Aaru’s flagship model for the private sector—into its AI products and services across new product development, marketing, customer strategy, and customer service.

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Aaru’s unique approach to prediction uses multi-agent AI systems to create simulations of human behavior with greater precision based on proprietary and public data sources. Rather than relying on approaches that do not scale well and often face bias, such as time-intensive surveys, focus groups, and research experiments, Aaru’s platform simulates any customer audience to deliver predictions of behavior in a matter of minutes.

Accenture’s investment will help Aaru accelerate its growth and expand its capabilities to meet the increasing demand for AI-driven data and analytics. In addition, Baiju Shah, chief strategy officer of Accenture Song, will become a strategic advisor to Aaru as the business continues to scale.

“With 85% of CMOs saying it’s more difficult than ever to stay relevant, the widening gap between what companies offer and what customers expect has created an urgency to innovate,” said Shah. “Anticipating customers and uncovering new growth opportunities using AI-powered agents is now a strategic edge for businesses and brands. Using Aaru, our creatives and strategists will be able to more accurately simulate entire audiences in a matter of minutes, unlocking customer insights where we couldn’t before. This is a period of incredibly exciting change, where platforms like Aaru will reinvent how we design and deliver products, services, and marketing campaigns.”

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“Current methods of understanding customers are often limited by issues like sampling bias, data access, self-reporting bias, and scalability problems—not to mention the time taken to gather and analyze this data,” said Cameron Fink, chief executive officer of Aaru. “Simulation is an incredibly powerful tool and will be the differentiator between companies that lead the market and those that fall behind in the AI age. Partnering with Accenture will accelerate the deployment of our prediction technology and unlock the full potential of Aaru across a wide range of industries.”

Aaru is the latest company to join Accenture Ventures’ Project Spotlight, an engagement and investment program focused on working with companies that create or apply disruptive enterprise technologies. This announcement highlights Accenture’s ongoing investment in data and AI capabilities to help clients grow their business and sustain relevance with customers, with previous investments in Cresta, a company that has developed an AI-powered platform designed for contact centers, Martian, a technology company that has built a large language model (LLM) router, and Writer, a generative AI-powered platform that helps enterprises create and shape content.

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Source – Businesswire

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