Ideally, the market research platform, has announced it’s 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, saving teams hours of manual work.
The acquisition brings this capability directly into Ideally’s platform. For customers, this means consumer research doesn’t stop at a chart or a data point.
It 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. It directly supports Ideally’s mission to put real human insight into every creative and commercial decision.
“This is about closing the gap between getting an answer and knowing what to do next,” said James Donald, CEO and Co-founder of Ideally.
“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.”
The move builds on Ideally’s NZD $16M 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.
The acquired technology will roll into Ideally’s platform over the coming months.
