Redpill Group, a data-driven media agency, has recently acquired two new media budgets: Houra.fr and Tout Faire. These budgets will be managed using Redpill’s proprietary data platform, ERMES, which analyzes consumer profiles, behaviors, and intentions to guide media decisions and optimize strategies based on brand goals. ERMES helps identify the most effective channels and messages by considering factors such as audience size, purchasing power, and specific needs. In addition to managing these budgets, Redpill has formed an exclusive partnership with ARI (AI Recommendation Index) in France. This collaboration focuses on six key sectors and aims to help brands understand how artificial intelligence influences consumer decisions, particularly for complex products or those targeting diverse consumer groups. The initiative uses data from ERMES, which quantifies consumer profiles and their relevance in the French market, alongside ARI’s analysis of AI-generated recommendations from platforms like ChatGPT, Google AI Mode, Gemini, and Mistral. The combined data will reveal which brands are recommended by AI tools, to which consumer profiles, at what stage of the decision-making process, and for what reasons. This information can help brands tailor their marketing strategies more effectively. The first two sectors being studied under this initiative are automotive and life insurance, with four more—Pet, Skincare, Travel, and High Tech—set to be included in the future. This collaboration represents a significant step in understanding how AI is shaping consumer behavior and decision-making. As more products and services become influenced by AI recommendations, brands are looking for ways to align their strategies with these trends. Redpill and ARI’s combined approach aims to provide a clearer picture of this evolving landscape, helping brands stay competitive in a rapidly changing market.