MikMak, a SPINS company, has launched MikMak 4.0, a commerce intelligence platform featuring AI-driven capabilities for multichannel brands. The update follows SPINS' acquisition of MikMak in January. The platform introduces three key features: MikMak Aura, a predictive engine leveraging data from 1.5 billion shoppers across 8,000 retailers for real-time market insights; Mak, an AI assistant that analyses data and builds campaigns through natural language; and MikMak MCP, infrastructure enabling brand-owned AI agents to access real-time commerce data. The platform aims to replace backward-looking analysis with proactive market intelligence, allowing brands to optimise media spending and measure ROI across their technology stack. MikMak serves customers across consumer packaged goods, beauty, alcohol and consumer electronics sectors.

SPINS, a leading CPG data and insights provider, has acquired MikMak, a global commerce intelligence and omnichannel orchestration company. The deal expands SPINS' capabilities in shopper engagement across physical, digital and emerging AI-powered commerce channels. The acquisition addresses the growing complexity of consumer purchasing journeys, which now span social media, digital platforms and in-store experiences. With the rise of agentic commerce—AI agents that provide recommendations and facilitate purchases—brands face increasing pressure to deploy marketing resources strategically across multiple touchpoints. SPINS CEO Jay Margolis noted the company has been converting online buyers into offline purchases for over a decade, but modern shoppers present new challenges. The acquisition aims to help brands navigate this more informed, digital and complex consumer landscape by enabling measurement and engagement throughout the entire buying journey.