Simulating Society at Scale: Our Investment in Simile's $200M Series B

Before he was simulating human society, Joon Sung Park was painting it. An oil painter turned Stanford PhD, his 2023 "Smallville" study put 25 generative agents in a virtual town and became one of the most-cited AI papers of its era. That instinct never left him: the most interesting frontier in AI isn't building models that are superhuman and answer every problem with a right answer, but models that capture something much harder to formalize – how real people think, decide, and act.

We first led Simile’s Series A earlier this year because of Joon and the team’s vision and the high demand it was already seeing from some of the world's largest enterprises. In just a few months, they've turned that demand into real results. Today, the product is in production, at scale, with customers like CVS, Deloitte, Wealthfront, and Gallup, who are using Simile's generative agents to simulate outcomes before deploying changes in the real world.

What's remarkable about Simile is that our imagination keeps getting stretched. AI has made it trivial to build almost anything – a product, a campaign, a strategy. What's scarce now isn't the ability to create, but the judgment to know what's worth creating, and for whom. That's the harder problem Simile is built to solve. And for all the early traction in the enterprise, there's much more still to explore. Organizations are increasingly using simulations not just to forecast isolated outcomes, but to model entire systems – customers, employees, competitors, regulators, and markets – interacting dynamically over time.

Today we're thrilled to double down on our investment in Simile as they announce their $200 million Series B. We believe they're building one of the foundational technologies of the AI era, and we're excited to be on this journey with them.