Retail solution provider GOcxm has purchased Emotive Technologies to expand its data-driven shopper engagement and retail execution offering.

The value of the transaction has not yet been disclosed.

The transaction brings Emotive’s Apex AI consumer insights platform into GOcxm’s shopper engagement and execution platform.

Consumer-packaged goods brands use the system to run activations, gather zero- and first-party data, test initiatives, gauge sentiment and verify purchases.

Apex provides predictive modelling, simulation capabilities and behaviour-science-based AI.

The company says the system combines proprietary datasets with applied data science to forecast outcomes and generate recommendations.

GOcxm CEO Gary Kalk said: “Brands have more data than ever, but often struggle to translate it into confident action and workflows. Apex adds a powerful intelligence layer that allows teams to model outcomes, validate strategies, and optimise performance using predictive intelligence and AI-driven decisioning.”

Once integrated, the technology is designed to allow brands plan, trial, measure and refine marketing and commerce activity through a single platform.

GOcxm said Apex’s technology and staff will be folded into its product roadmap, alongside ongoing investment in artificial intelligence and data science.

The acquisition is intended to strengthen the company’s consumer intelligence operations by integrating insight, activation and measurement.

Emotive Technologies founder Jordan Van Schyndel added: “Apex was built to help organisations make better decisions with greater confidence.

“By joining GOcxm, we are able to extend our mission at a greater scale and help brands learn faster, prioritise actions, and turn insight into confident, measurable decisions.”