How an AI startup is cloning consumers so companies can pick their brains

Simile builds digital people

Joon Sung Park, Simile’s co-founder and CEO, described the company’s work in an interview with Molly O’Shea on the Sourcery podcast, released Monday. He said Simile is developing models that simulate how people or groups might behave in different situations.

Businesses can use a web interface to specify which people they want to ask and what questions to put to them, Park said. He said users can currently ask any number of questions, covering subjects such as products and marketing campaigns.

Data behind the simulations

Simile maintains simulated panels for different industries, Park said. When a customer wants insight into a particular population, the company gathers additional data. Park said partnerships with organizations such as Gallup give Simile information from more than 40 million people globally, including people who agreed to participate. The company also trains its models using behavioral data, including transaction and mobility information.

Retailers explore AI tools

Park said CVS has worked with Simile to understand consumer reactions to store layouts and messaging. Simile also serves financial institutions and entertainment companies, he said. The startup’s approach arrives as retailers turn to AI to encourage shopping. Amazon and Walmart have introduced assistants that answer questions, compare products and make recommendations, while retailers use customer data to tailor what shoppers see. Executives at both companies have said their tools are helping lift online sales.

Funding and company pitch

Park said Simile has raised $300 million in total, at a valuation of $2 billion. The company presents its simulations as a way for businesses to ask questions about people at any time. Park described the potential value to companies as a “superpower,” saying they could query simulations whenever they need answers.