The move will help NIQ extend its own intelligence tools and services into the enterprise systems and workflows used by many of its clients.

NIQ said that AI is already “rearchitecting decision-making across commerce, reshaping how companies analyse markets, make decisions and execute work decision-making process across commerce”.

But, it added, existing models did not go far enough. Business outcomes depend on the data quality, harmonisation, semantic context and domain intelligence that underpin them. Its partnership with The OpenAI Deployment Company will allow it to improve the way AI is accessed, applied and embedded across enterprise workflows.

Troy Treangen, chief product and AI officer at NIQ, said: “We expect this work to help us build faster and more efficiently, but that isn’t the main prize,” said . “The bigger opportunity is helping clients get more value from NIQ intelligence and creating new ways for them to use it. When NIQ intelligence can move into more applications, systems and workflows, we expand both the value we deliver to clients and the near-term revenue opportunities for NIQ.”

NIQ's AI products include NIQ Optiq Chat, Optiq Mobile, and Optiq Bridge. Thanks to its latest Open AI partnership, NIQ Optiq Chat, NIQ’s “next-gen” insights agent will launch as an expanded version next month; while September will also see the unveiling of NIQ Optiq Bridge, a tool that allows clients to embed data and AI models into their own platforms.

The Open AI Deployment Company was launched in May this year by OpenAI. It is designed to help organisations build and deploy AI systems.

Earlier this month, ResearchLive reported that NielsenIQ had acquired Brazilian software-as-a-service business Mtrix, its first takeover in Latin America.