Zio: an artificial intelligence digital twin to build virtual markets

Understanding consumers' needs and how to approach them is a challenge in the digital era. The opportunity to test the best marketing strategies before launching them to the real market is a decisive advantage for a brand. To this end, we created Zio, a digital twin based on artificial intelligence. Zio is an online app that replicates, validates, simulates, and optimizes policies in competitive markets. Zio allows the management of virtual markets by means of an agent-based simulation model that represents virtual consumers with their positioning with respect to the existing brands. Evolutionary algorithms are used to auto-calibrate the model's parameters before running what-if scenarios as well as to optimize marketing strategies.