NielsenIQ (NYSE: NIQ) announced the launch of NIQ Commerce Lab, a new initiative focused on building data platforms, APIs, and measurement systems for AI-driven commerce environments.

The Commerce Lab will develop what the company calls "Commerce Intelligence," which combines product, consumer, and retailer data into a unified system designed to support AI-driven purchasing decisions across various channels including quick commerce and social commerce.

"NIQ has built the data infrastructure for how commerce actually works," said Jim Peck, Chairman and CEO of NIQ. "Enabled by AI, we are making a fundamental shift—from measurement and analytics to reading signals in real time and acting on them with confidence."

The initiative will focus on six areas: preference intelligence, product intelligence, availability intelligence, purchase verification, channel measurement, and optimization intelligence. These capabilities are intended to help AI systems move from approximation to precision in commerce decisions.

NIQ appointed Lisa Lovallo Ceppos as Head of AI Commerce to lead the company's AI commerce product strategy and Commerce Lab development. Lovallo Ceppos previously worked at Google, where she led product strategy for ad effectiveness measurement and Google Maps integration into Vertex AI.

The company stated it operates data pipelines that process point-of-sale transactions from retailers across nearly every country where commerce occurs. NIQ's product catalog includes hundreds of millions of items with billions of structured attributes maintained by AI models.

The Commerce Lab will work to identify emerging commerce signals, develop new data and measurement capabilities, run pilot programs for AI purchasing behavior, and establish industry standards for AI-driven commerce measurement.

According to the company's press release, NIQ covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spend through its operations in more than 90 countries.