Pioneering digital agency R/GA announced today its acquisition of AI system design and development studio Addition. 

The studio has created AI solutions for clients like Google, NBCU, Unilever, Prudential, Amazon and The New York Times.  

The deal marks R/GA’s first acquisition since management bought the firm from Interpublic Group earlier this year in partnership with private equity firm Truelink Capital.  

Robin Forbes, Global CEO of R/GA said the move “represents a significant and tangible investment in the new kinds of talent and AI-enabled capabilities that we believe will shape the next generation of creative experiences for clients.”  

Addition was founded in 2021 by Paul Aaron and Rick Barber. Aaron will now report to Forbes while working closely with R/GA’s global executive leadership team.  

Prior to co-founding Addition, Aaron was an independent digital strategy consultant leading digital product design and online campaigns for clients like Google, Spotify, Under Armour, SquareSpace and American Express. He was also a co-founder of the travel app Sherpa. 

In addition to being a co-founder of Addition, Barber serves as Chief Technology Officer. In 2015 he co-founded tech investment firm Refactor Capital. Earlier he was Chief of Staff at Nuna Inc., a data/analytics company in the healthcare sector. 

In recent months R/GA has launched a proprietary AI search optimization platform and set up a global AI Products Team.