The Brazilian consulting firm MJV Technology & Innovation made the AiRA platform available in Portugal, a proprietary Artificial Intelligence tool that creates "synthetic personas" — digital twins of real consumers — capable of simulating behaviors, preferences, and decision-making processes. The technology allows companies to validate products, marketing campaigns, pricing strategies, and go-to-market plans without investing in the real market, reducing risks, costs, and development time.
MJV was founded 29 years ago in Rio de Janeiro and has more than a thousand employees and 10 offices in Latin America, North America, and Europe, including Lisbon. AiRA now arrives in the Portuguese market as a decision-support tool, responding to a context where organizations need to innovate quickly but with less exposure to risk.
The synthetic personas are built with Generative Artificial Intelligence and replicate behaviors, needs, and choice patterns of different population segments. Unlike traditional marketing personas, they are interactive and allow conducting in-depth interviews, answering questionnaires, and testing business hypotheses in a controlled and confidential environment. One of the main advantages is information protection, as companies can test concepts without exposing strategies to competitors.
According to Cynthia Bravo, Country Head of MJV in Portugal, the platform combines Artificial Intelligence and human knowledge to accelerate the obtainment of insights and support more informed decisions, allowing exploration in days what would previously take months. MJV intends to reinforce its presence in Portugal and help organizations accelerate innovation and transform data into competitive advantages.
