The new tool is supported by Deep Labs’ signals intelligence platform DeepDecision and uses generative AI to map payment transaction data to MRI-Simmons’ database of consumer interests, psychographics and demographics.

The partnership will help clients with customer profiling for targeting messaging, promotions and other content for specific merchant categories or locations.

Joshua Pisano, senior vice-president product strategy and business development at MRI-Simmons, said: “By leaning into our partnership with Deep Labs, we can leverage cutting edge AI and machine learning that is purpose built for the payments space.

“With no personal information needed, this allows for our rich consumer insights to be seamlessly blended with payment transactions enabling data to move into our planning systems or out to our customer first-party data environments in a privacy compliant manner.”

Scott Edington, chief executive at Deep Labs, said: “DeepDecision’s persona-based psychographic capabilities enable advanced decisioning without the need for personal information.

“Our patented large signal model technology is a perfect complement to the rich, privacy-compliant and nationally representative data assets that MRI-Simmons has historically provided to a cross-section of industries.”