EY US has announced an alliance with AI behavioral simulation company Aaru to help organizations evaluate complex business decisions with greater speed and confidence. The partnership combines Aaru’s simulation technology with EY US’s industry and functional expertise, allowing organizations to model how target populations may respond before implementing strategies. Aaru’s statistical engine generates AI-agent populations representing specific audiences, while EY US translates the resulting behavioral insights into business strategies. The companies are initially working with financial services organizations to test marketing messages, product and pricing offers, sales and service strategies, and potential merger and acquisition impacts.
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The technology was also validated against EY US’s 2025 Global Wealth Management study, replicating six months of fieldwork involving 3,600 investors across more than 30 markets in a single day. Justin Singer, EY-Aaru Alliance Leader, EY US, says: “Too often, organizations invest in transformation without clear visibility into the outcomes they can expect. The EY-Aaru Alliance changes that by helping leaders to simulate, validate and optimize decisions before committing resources. Together, we help organizations move from insight to action with greater confidence, speed and measurable impact.”, added, “Ultimately, every business exists to monetize behavior, and our mission is to help enable the enterprise to make better decisions.”