As buyers turn to AI agents, Becausal makes its data discoverable while still maintaining control
Becausal, the leader in causal AI-based CPG and retailer purchase intelligence, announced a partnership with Above Data, the infrastructure layer connecting data providers with AI-assisted marketing and buying environments, to help make its audience products discoverable and usable in next-generation buying workflows. The collaboration signals an ecosystem shift as marketing moves from browsing static catalogs to buyers articulating campaign ideas in plain language and relying on AI agents to identify the right audience data.
Together, Becausal and Above Data see the industry moving toward agent-assisted planning and discovery. For data to keep pace with that shift, it must be structured in a way intelligent systems can understand. Becausal has prepared its deterministic CPG purchase dataset, which includes transactions from 30 million monthly active shoppers across 300 consumer packaged goods (CPG) categories, for that shift ahead of broader market adoption.
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Through the partnership, Above Data structures Becausal’s existing taxonomy, segment definitions, and business rules into a format that AI-assisted marketing systems can understand, while Becausal maintains full control of pricing, permissions, and buyers. Through Above Data’s growing ecosystem of agency, platform, and technology connections, Becausal’s audience products become easier to discover and activate as AI-assisted marketing workflows continue to emerge.
“We created Becausal to find causal signal in purchase data, and we deeply understand how easily data loses value when it isn’t properly structured for buyer discovery,” said Chuck Ennis, chief commercial officer of Becausal. “Preparing our audience portfolio for AI-assisted discovery isn’t just a bet on the future of the market; it’s recognizing that our agency and brand partners will be moving in this direction and supporting them through this journey. By partnering with Above Data, our data shows up ready, on our terms, wherever that discovery happens.”
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The partnership is one of many strategic decisions to better prepare for AI-driven marketing, connecting high-quality and privacy-compliant data providers to an expanding ecosystem of demand across agencies, brands, media platforms, and new AI buying environments.
“Becausal doesn’t just have high quality data, they have a willingness to prepare for where the industry is going,” said Luke McGuinness, President, Above Data. “We believe the future of marketing will be built on connected ecosystems where data providers, agencies, platforms and AI-assisted buying environments work together. Above Data is building the infrastructure that makes those connections possible.”
