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# Agencies lean on synthetic consumers for media planning
- URL: https://www.medianexis.com/agencies-lean-on-synthetic-consumers-for-media-planning/
- Published: 2026-10-13T00:20:37.000Z
- Updated: 2026-10-13T00:20:37.000Z
- Description: Digiday’s Sam Bradley reports that Goodway Group struck a deal with Arima to use a “synthetic population” of U.S., British and German consumers for incrementality testing, joining WPP, Dentsu and Vurvey Labs clients like Kenvue in adopting AI-generated audience data.
- Author: The Signals Desk
- Tags: Agencies, AI, Sam Bradley, CMOs adopting synthetic consumers in marketing

**Why it matters.** Agencies get a way to pitch rapid, simulated incrementality testing as a substitute for slower, costlier live market tests.

*Signal from* [*digiday.com*](https://digiday.com/?ref=medianexis.com) *·* [*Sam Bradley*](https://www.medianexis.com/tag/by-sam-bradley/) *·* [*read the original*](https://digiday.com/media-buying/media-buying-briefing-synthetic-audience-adoption-by-agencies-and-clients-takes-off/?ref=medianexis.com)*.*