Visa Inc. (NYSE:V) shares are trading higher on Thursday. On Wednesday, the company partnered with Analytic Partners to help merchants and brands optimize advertising returns using AI-driven data analytics.

The collaboration combines Visa's consumer spending insights with Analytic Partners' platform to provide actionable, real-time marketing optimization, addressing the challenge of fragmented data and enhancing business decision-making.

The partnership will initially focus on the U.S., with plans for global expansion. Visa and Analytic Partners have made exclusivity commitments for marketing spend optimization services.

They also aim to develop enhanced analytics solutions to help merchants and brands turn insights into measurable business growth.

Jeni Mundy, Global Head of Merchant Sales & Acquiring, Visa, said, "The volume of data available to merchants can be overwhelming, and if they don't get it just right, it's a missed opportunity for growth."

"Bringing together our scale and insights with Analytic Partners' deep expertise in Commercial Analytics, we'll enable our clients to achieve greater success in their lines of business."

"Commercial Analytics helps merchants and brands understand which consumer and commercial levers to pull, so they can drive more actionable opportunities for growth. This can ultimately improve their ability to deepen customer loyalty and attract new customers," said Nancy Smith, CEO of Analytic Partners.

"Visa's global footprint, deep understanding of consumer spending and commitment to responsible innovation make them a great partner in revolutionizing commercial intelligence for merchants and brands around the world."

Last month, Visa acquired AI fraud detection firm Featurespace for an undisclosed amount, boosting real-time payments protection capabilities.

The deal, expected to close in FY 2025, strengthens Visa's commitment to enhancing network security through AI.

Investors can gain access to the stock via iShares U.S. Financial Services ETF (NYSE:IYG) and SPDR Select Sector Fund – Financial (NYSE:XLF).

Price Action: V shares are up 0.67% at $289.47 at the last check Thursday.

Image: Shutterstock/ Tony Stock

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