Givsly has launched a new AI-powered audience discovery and activation solution designed to help marketers uncover and engage high-potential consumer segments that traditional targeting methods often overlook. The platform leverages synthetic audiences, predictive AI, and values-based intelligence to help brands move beyond demographic assumptions and identify audiences based on shared values, motivations, and behavioral signals.
The launch comes as brands, agencies, and adtech companies accelerate investments in artificial intelligence, audience intelligence, and data infrastructure to gain a competitive edge in the rapidly evolving advertising landscape.
Givsly has launched an AI-powered audience discovery and activation platform.
The solution uses synthetic audiences to identify high-potential customer segments beyond traditional demographic targeting.
The platform combines predictive AI, behavioral signals, geographic intelligence, and values-based targeting.
Marketers can reach audiences based on more than 150 values and cultural indicators.
Research from Givsly and GWI found that 86% of consumers consider shared values when choosing brands.
The platform aims to improve audience relevance, campaign performance, and media efficiency.
Traditional advertising strategies have long relied on demographic characteristics such as age, gender, and generational labels to define target audiences. However, evolving consumer behaviors and preferences are challenging the effectiveness of these approaches.
Givsly's new platform is designed to help marketers discover audiences through a deeper understanding of what consumers value, enabling brands to create more relevant and meaningful connections.
"Historically, audience targeting has relied heavily on demographic assumptions and historical behaviours," said Chad Hickey, Founder and CEO of Givsly. "But consumers are more dynamic than the categories marketers place them in. In many cases, the highest propensity audience are the ones brands aren't targeting. Synthetic audiences help marketers move beyond assumption-led targeting and uncover entirely new audience opportunities based on shared values, motivation and intent."
The new solution marks what Givsly describes as the first advertising platform to apply synthetic audience modeling at scale for audience discovery and media activation. While synthetic audiences have traditionally been used in market research, Givsly is extending the concept into advertising and campaign execution.
Powered by predictive AI modeling, existing data sets, and geographic intelligence, the platform creates audience profiles based on shared values, inferred motivations, interests, and behavioral patterns. This allows marketers to augment existing targeting strategies and identify previously overlooked customer segments.
The platform builds on Givsly's existing values-based targeting technology, which enables advertisers to reach consumers based on more than 150 values and cultural signals. These include areas such as healthy eating, financial literacy, housing affordability, food insecurity, youth sports, affordable healthcare, universal childcare, LGBTQ+ support, and various social causes.
Brands and agencies can also integrate their own first-party data to further refine audience discovery and targeting efforts.
By combining values-based insights with AI-driven audience modeling, marketers can better understand the motivations influencing consumer purchasing decisions and brand affinity.
The launch is supported by research conducted by Givsly and GWI, which found that 86% of consumers consider shared values when selecting brands. The findings underscore the growing importance of aligning brand messaging, audience targeting, and consumer priorities to drive stronger engagement and marketing outcomes.
The platform's ability to identify communities and audiences at the ZIP code level across the United States provides advertisers with a more granular understanding of consumer interests and priorities, helping improve campaign relevance and efficiency.
As advertising organizations continue adopting AI-driven technologies, audience intelligence is becoming a critical differentiator for campaign performance. Givsly's new platform aims to help marketers reduce wasted media spend associated with overly restrictive or assumption-based targeting strategies while expanding reach to audiences that demonstrate stronger intent and alignment with brand values.
With growing demand for more personalized and meaningful consumer engagement, AI-powered audience discovery and values-based marketing are expected to play an increasingly important role in the future of digital advertising and media activation.
Givsly is the leading values-based marketing company, helping brands connect with consumers through shared values. Givsly enables advertisers to drive meaningful engagement and reach the audiences that matter most. Learn more at www.givsly.com.
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