Accenture (NYSE: ACN) announced that Accenture Ventures has invested in Aaru, creators of the AI-powered prediction engine that simulates consumer behavior and preferences, driving “stronger” customer experiences, new growth opportunities as well as “speed-to-market.”
As part of this collab, Accenture Song reportedly 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.”
Aaru’s approach to prediction uses multi-agent AI systems in order 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.”
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.”
As covered, Accenture is a global professional services company that helps the world’s businesses, governments and other organizations “build their digital core, optimize their operations, accelerate revenue growth and enhance citizen services—creating tangible value at speed and scale.”
They are a talent- and “innovation-led” company with “approximately 799,000 people serving clients in more than 120 countries.”
Technology is at the core of change today, and they claim to be one of the world’s leaders in “helping drive that change, with strong ecosystem relationships.”
They aim to combine their strength in technology and leadership in cloud, data and AI with “industry experience, functional expertise and global delivery capability.”
Their range of services, solutions and assets “across Strategy & Consulting, Technology, Operations, Industry X and Song, together with their culture of shared success and commitment to creating 360° value, enable them to help their clients reinvent and build trusted, lasting relationships.”