The partnership will centre on Galaxies’ Marketing Decision Intelligence tool, which uses AI to use audience data to explore hypotheses, audience responses and inform decision-making.

The two companies said that the partnership would make the tool available to Business Advantage clients.

Brazil-based Galaxies uses synthetic personas to simulate consumer behaviour.

Rachel Cope, managing director at Business Advantage, said: “B2B research brings unique challenges, and our partnership provides an opportunity to combine proven research methodologies with new technologies to answer questions in different and complementary ways.”

Daniel Victorina, co-founder and chief executive at Galaxies, added: “The future of B2B intelligence is not about replacing research. It’s about giving organisations new ways to explore hypotheses, understand audience responses and inform decisions before they reach the market.”