Ideally.
Market research platform Ideally has acquired Aether, a New Zealand AI startup that turns raw data into finished, on-brand presentations and written narratives.
Aether's technology reads what teams have to work with: spreadsheets, documents, decks, brand guidelines. It pulls the story out of complex files and produces a finished draft in minutes.
The acquisition brings this capability directly into Ideally's platform.
Consumer research now becomes a finished slide or report that can be shared and acted on, all in the same day.
Teams using Ideally can now test concepts, explore categories and walk away with a clear recommendation, all in the same platform.
The move builds on Ideally's NZD $16 million Series A, announced earlier this year, led by Shearwater Capital with participation from Altered Capital and Icehouse Ventures. Ideally's customers include Google, Treasury Wine Estates, Goodman Fielder, Nestlé, Bupa and Nando's.
Aether will roll into Ideally's platform over the coming months.
"This is about closing the gap between getting an answer and knowing what to do next," said Ideally CEO and co-founder, James Donald.
"Consumer intelligence is the most powerful input a marketer has, and Ideally already delivers that overnight.
”But it only matters if it can be clearly communicated to decision-makers and acted on. Aether's technology lets us bring that next layer into the platform faster.”
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