EY partners with Aaru to enhance decision-making through behavioral simulation
Ernst & Young LLP (EY US) has formed an alliance with AI-driven behavioral simulation company Aaru to help organizations make faster and more confident decisions using predictive insights based on human behavior. The partnership combines EY's industry expertise with Aaru’s statistical engine, which simulates large-scale populations of AI agents representing target audiences. This allows enterprises—particularly in the financial services sector—to test marketing strategies, pricing models, M&A impacts, and other critical business initiatives before implementation. Traditional market research is often time-consuming and costly while offering limited predictive accuracy. Aaru’s technology enables rapid simulation that can replicate months of fieldwork within a single day, as demonstrated by its validation against EY US' 2025 Global Wealth Management study involving over 3,600 investors across more than 30 markets. The alliance aims to improve decision velocity and accuracy while reducing risk. By converting behavioral intelligence into actionable strategies, the partnership supports organizations in navigating complex decisions with greater foresight.
Topics: AI behavioral simulation decision-making financial services market research