Simile

Simile builds AI digital twins of people, generative agents that simulate human decisions and predict how customers react to products and pricing. The launch pairs a foundation model of human behavior, trained on datasets of what real people say and do, with a predictive accuracy score that estimates how reliable a given simulation is before customers act on it. It is aimed at enterprises making high-stakes calls on product, pricing, marketing, and policy, where the current alternatives are generic personas, one-off surveys, and guesswork. The company grew out of Stanford research on generative agents. Simile is led by co-founders Joon Park, Michael Bernstein, Percy Liang, and Lainie Yallen, all of whom have academic ties to Stanford University. It was founded by Stanford PhD graduate Joon Sung Park, whose dissertation involved a project called "Smallville" in which AI agents carried on simulated human lives , and Percy Liang helped popularize the term foundation model through his work at Stanford's CRFM. Early enterprise use cases span improving product and marketing concepts, rehearsing earnings calls, modeling litigation outcomes, and testing policy changes , with named customers including CVS Health, Gallup, Wealthfront, and Suntory Beverage & Food. This launch marks Simile's Series B of $200M at a $2B valuation, led by Greenoaks with participation from Index Ventures, Hanabi, A*, Bain Capital Ventures, CVS Health Ventures, and Definition. It arrives roughly five months after the company's $100M Series A, and signals a push to scale the platform from bespoke enterprise engagements toward a broader ambition of simulating populations accurately enough for operators to experiment on the future before committing to a decision.