We’ve Acquired Aether

Ideally has acquired Aether, a New Zealand AI company that turns raw data into finished, on-brand presentations and reports.

Here's the problem we kept hearing. You run the research. You get the answer. Then you lose hours turning that answer into something you can walk into a room with: copy-pasting numbers, rebuilding slides, chasing the house template, waiting on a designer to make it presentable. The insight arrives fast. The deck doesn't.

Aether removes that work. It reads what your team already has, spreadsheets, documents, decks, brand guidelines, and pulls the story out in minutes. When the numbers change, the deck updates instead of being rebuilt by hand.

Inside Ideally, this changes what a test produces. Research won't stop at a chart. It becomes a finished, on-brand slide or report you can share and act on the same day you ran the test, with PowerPoint export built in. Less time making the deck. More time presenting it in the rooms where decisions get made.

Test a concept, explore a category, work through a strategic question, and walk away with a clear, branded recommendation, all in the same platform. The output matches your brand and house style, so what comes out is ready for a board meeting, not a draft someone still has to finish.

A great insight only matters if it makes it into the decision in time. That's why this acquisition was the best way to bring presentation and reporting into Ideally, and it goes straight to what we set out to do: put real human insight into every creative and commercial decision.

Aether rolls into Ideally over the coming months.

— James Donald
Co-Founder and CEO