Simile, an American startup building a platform of AI-powered synthetic users, has raised $200 million in a Series B round, reaching a $2 billion valuation just five months after closing a $100 million Series A.
The company develops AI models that simulate human behavior for use in market research, product testing, and user scenario evaluation without the need for real participants.
According to a Simile presentation, the project’s long-term goal is to model human behavior as accurately as possible to solve applied business problems. The models can be used to test product hypotheses, analyze potential audience reactions, and conduct other research in early stages of development.
Simile was founded in 2025 by Joon Sung Park, a Stanford University doctoral graduate. The project is based on his Smallville research, in which AI agents simulated the daily lives of virtual people, including communication, decision-making, and social interaction. The company now offers those models as a tool for marketing and product teams.
