Mirror Particle is building a ‘world model’ of human behavior

Startups that promise to predict how humans will behave are having a moment. Over the past year, Simile raised $200 million at a $2 billion valuation; Aaru raised $88 million at a $1 billion valuation; and humans&, an AI startup that announced a massive $480 million seed round in January at a $4.48 billion valuation, launched Persimmon to model human behavior.

The status quo for human behavior prediction today relies heavily on large language models (LLMs) that are prompted or fine-tuned to roleplay as a target demographic. But two-year-old, San Francisco-based Mirror Particle thinks that approach is fundamentally broken.

“It’s like bringing a super soaker to Niagara Falls,” says Abhivyakti Ahuja, co-founder and CEO of Mirror, which sells brands an AI engine that predicts consumer behavior and the reasons behind it. “LLMs have been trained on hundreds of billions of data points. How much can you influence its behavior by...

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