Aletheia Marketing and Media, a Dallas-based digital marketing agency, has acquired Minnesota-based AI content intelligence platform Pluralytics.

Alethia said that the acquisition comes at a time when values are a primary driver of consumer purchasing decisions, business communication, and employee relations, making the opportunities to scale with AI boundless.

Terms of the deal were not disclosed.

“In today’s increasingly intricate marketing landscape, harnessing the power of Pluralytics has afforded Aletheia unparalleled comprehension of audience values and motivations,” Chris Schembri, founder and CEO of Aletheia, said in a statement. “This partnership creates a comprehensive, end-to-end solution for marketers to achieve impactful results.”

The deal offers an unprecedented opportunity in the marketing and AI spaces to truly understand values-driven communication and craft personalized content, campaigns, and applications, the company said.

Next-gen marketing

Aletheia said Pluralytics’ groundbreaking SaaS platform uses principles of behavioral science and AI to pinpoint consumers’ key values and priorities that inspire their purchases, the company said. Its ValuesFinder platform and patented model analyzes and predicts performance to generate tailored messaging that deeply resonates with diverse audience segments, Aletheia said.

The company said those actionable insights into audience motivations reduce content waste, avoid brand confusion, and deepen audience-to-brand relationships. With real-time campaign optimization, Pluralytics represents a leap forward in marketing practices to reach maximum potential faster, Aletheia said.

Aletheia said that combining Pluralytics’ AI expertise with its media planning and campaign strategies could help brands see an increase in campaign engagement of up to 30%.

“As a startup founder, you’re always looking for ways to catapult velocity—coming together with Aletheia delivers just that,” Alisa Miller, CEO and co-founder of Pluralytics, said in a statement. “Together, we are a powerful and unique combination of AI know-how, values-based behavioral science, data science and messaging intelligence at scale. Our significant strategic fit uniquely connects values to understanding why messaging resonates with any audience target.”

Schembri emphasizes that Aletheia is steadfast in its commitment to the ethical use of consumer data.

“Aletheia is implementing rigorous oversight and prioritizing transparency in our AI processes as we deploy Pluralytics,” Schembri said. “Ensuring privacy and trust for our clients and their customers is part of Aletheia’s value-driven ethic.”

Aletheia said it plans to be on the leading edge of the values-to-performance connection by leveraging Pluralytics with the previously acquired platform Zenzi.

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