Accenture Ventures has invested in Aaru, an AI-powered prediction engine that simulates consumer behavior to enhance customer experiences and accelerate business decision-making. Aaru’s technology uses multi-agent AI systems to generate precise behavioral simulations, reducing reliance on traditional research methods like surveys and focus groups. As part of this collaboration, Accenture Song will integrate Aaru’s Lumen model into its AI-driven products and services across marketing, customer strategy, and product development. The investment aims to expand Aaru’s capabilities to meet growing demand for AI-driven data analytics. Aaru’s CEO emphasized the potential of simulation in overcoming biases and scalability challenges in customer insights, while an Accenture executive highlighted the role of AI in anticipating customer needs and driving innovation.