Yum! Brands Inc. inked a definitive agreement to acquire Kvantum Inc.’s artificial intelligence-based consumer insights and marketing performance analytics, according to the company’s press release.
- Yum! and its KFC, Pizza Hut, Taco Bell, and The Habit Burger Grill brands will benefit through calendar and marketing spend optimization.
- The acquired business combines machine learning and econometric modeling. It can measure the effects of marketing tactics in a designated geography, and tailors services and technologies to support Yum!’s brands across the globe.
- Kvantum’s artificial intelligence will be combined with the skillsets of anthropologists and sociologists at Yum! Brands’ culture-based consultancy Collider Lab. This is seen to yield deeper consumer and brand insights to boost marketing strategies.
- Kvantum business unit will continue to offer consultancy services to external clients outside of the restaurant industry.
- The acquisition is expected to close by the end of the first quarter of 2021. No transaction cost was disclosed.
