Digital Innovations Group partners with MarketLeverage on IRMA Engine rollout

Digital Innovations Group has partnered with MarketLeverage to bring the IRMA Engine’s AI marketing planning, simulation and execution tools to advertisers across MarketLeverage’s network of more than 5,500 advertisers. The companies say the deal is meant to help brands move from strategy to launch through one connected workflow.

Why it matters: - The partnership gives Digital Innovations Group a route to more advertisers through MarketLeverage’s base of more than 5,500 advertisers. - The deal is designed to help advertisers plan, simulate, build and execute campaigns in one workflow, which could reduce friction between strategy and launch. - MarketLeverage’s performance marketing background adds scale and execution experience to the IRMA Engine platform.

What happened: - Digital Innovations Group, developer of the IRMA Engine, announced a strategic partnership with MarketLeverage on October 7, 2026. - The companies said the collaboration will introduce IRMA Engine to advertisers across MarketLeverage’s network. - The announcement was made from Briarcliff Manor, N.Y.

The details: - IRMA Brain is the platform’s AI campaign director. - The system evaluates the advertiser’s goal, target audience, budget and timeline. - IRMA then recommends a marketing approach, identifies channels and organizes execution work. - Potential campaign plans can include digital advertising, email, SMS, social media, affiliate marketing, webinars, landing pages and sales outreach. - Advertisers can review the strategy, spending plan, deliverables and approval steps before authorizing execution. - IRMA’s Simulation Engine compares campaign scenarios before launch. - The simulation tool models different budgets, channel mixes, audience assumptions and creative approaches. - Planned outputs are estimates, not guarantees. - The creative workflow can generate advertising copy, email sequences, social posts, SMS messages, landing-page content, video scripts and creative briefs. - The platform uses specialized AI employee roles for research, copywriting, design, email marketing, social media, advertising and reporting. - Research specialists, called Gurus, provide insights on competitors, audiences and marketing practices. - The platform is designed to coordinate launches, scheduling, distribution and follow-up through supported integrations and authorized accounts. - Execution capabilities depend on the connected services and permissions set for each advertiser. - Reporting feeds spending, engagement, leads, conversions and other performance data back into the planning process.

Between the lines: - The partnership positions IRMA as more than a creative tool. It is being pitched as a full campaign operating system. - The focus on scenario simulation and reporting suggests the companies want advertisers to make decisions with more evidence before spending. - MarketLeverage’s emphasis on performance marketing fits IRMA’s promise of tying planning to measurable outcomes.

What’s next: - The companies plan to identify initial advertiser opportunities. - They also intend to define onboarding, service packages, integration requirements and reporting standards. - Advertisers and agencies can learn more or request a demonstration at IRMA Engine.

The bottom line: - Digital Innovations Group is trying to use MarketLeverage’s advertiser base to scale adoption of IRMA Engine’s AI-driven campaign planning and execution tools.