The two companies have been working in partnership since 2022, with Leger investing in Cube AI as a minority shareholder.

Leger said that the success of the relationship had prompted the decision to purchase a majority stake in the firm, which will see the existing team at Cube AI remain in place.

Cube AI was developed by Neil Fleischer alongside Professors Sylvain Senecal and Jacques Robert from HEC/University of Montreal, and focuses on the measurement of advertising effectiveness.

The agreement with Leger will see Fleischer continue as chief executive at Cube AI, now a Leger division. Senecal and Robert will remain as Cube AI shareholders and serve on the company board, and Professor Jacques Nantel will also join the Cube AI board.

Cube AI’s artificial intelligence provides metrics on attention, emotion, facial recognition and eye-tracking, and Leger said Cube AI’s biometric data would be combined with traditional respondent-level data and statistically valid norms from Leger’s panel.

Jean-Marc Leger, president at Leger, said: “The acquisition of Cube AI aligns with the company’s strategic plan to incorporate artificial intelligence into Leger’s processes.

“This new advertising test solution aims to provide clients with richer insights, more efficiently and cost-effectively.”

Cube AI’s co-founder and chief executive Neil Fleischer added: “Joining forces with Leger represents an exciting new chapter for Cube AI.

“With Leger’s extensive market reach and expertise, we are poised to bring our remote user-testing solutions to a wider audience, enhancing the way companies connect with their customers.”