Simulation: the new Scaling Law — Joon Sung Park, Simile AI

Simulation technology serves as a powerful tool for human decision-making by modeling complex social behaviors rather than merely predicting future outcomes. Joon Sung Park, co-founder of Simile, notes that current frontier models often lack the deep, behavioral "dark knowledge" of humanity, which requires specialized data collection through randomized controlled trials and qualitative interviews. By creating digital twins that replicate individual behaviors with 85% accuracy, these simulations allow organizations to test concepts and interventions in controlled environments. Moving beyond traditional market research, the ultimate ambition involves scaling these models to simulate entire societies, potentially addressing "wicked problems" like climate change or economic policy. This approach shifts the focus from passive observation to active intervention, enabling decision-makers to understand the causal mechanisms behind human actions and strategically shape future outcomes.