The division will capture and analyse data sources across social media – including Instagram, TikTok and Reddit – search platforms and online storefronts, by applying generative AI to a data lake.

Ideas.AI will offer services including market intelligence, brand and topic evaluation and proposition development.

The business is led by managing partner David Griffiths (pictured), formerly vice-president of innovation at Black Swan Data, who joined Basis in January of this year.

Griffiths is based in the company’s Los Angeles office. London-headquartered Basis also has offices in New York and Chicago.

Rune Mortensen, group chief executive at Basis Research Group, said the investment will allow the company to “harness the power of AI for the benefit of clients”.

The move will combine the AI division’s “approach to data utilisation” with Basis Research Group’s methodologies to offer new business insights, Mortensen added.

Griffiths, Ideas.AI founder and managing partner, said: “Basis’ investment demonstrates its dedication to research innovation and commitment to delivering optimal solutions for clients.”