EY has announced an alliance with Aaru, an AI behavioral simulation company, to help organizations evaluate complex business decisions faster and with greater confidence by using predictive insights grounded in human behavior. The collaboration combines Aaru’s proprietary statistical engine, which creates AI-agent populations representing defined audiences, with EY US’ industry expertise and domain data to help C-suite leaders simulate how people may respond to strategies before committing resources. The alliance is initially supporting organizations in financial services with applications including marketing messages, product and pricing offers, sales and service strategies, and potential mergers and acquisitions. By modeling behavioral responses at scale, the technology is intended to provide actionable intelligence in hours, helping organizations complement traditional market research with faster and more flexible scenario testing.
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The technology’s predictive capabilities were validated through a blinded assessment involving EY US’ 2025 Global Wealth Management study, in which Aaru replicated six months of fieldwork involving 3,600 investors across more than 30 markets in a single day. “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.” said Justin Singer, EY-Aaru Alliance Leader, EY US. Ned Koh, President and Co-Founder of Aaru, said, “Ultimately, every business exists to monetize behavior, and our mission is to help enable the enterprise to make better decisions. We’re excited to share this vision with EY US and expand its aperture to provide for clients at the same time.” The partnership reflects growing enterprise interest in AI-driven simulation as organizations seek to test scenarios, understand behavioral responses, and make strategic decisions with greater speed and evidence.