CVS Health deploys AI digital twins to accelerate market research

The company utilized these AI personas to navigate the rollout of biosimilar drugs, a product category requiring significant consumer education. Sri Narasimhan, vice president of enterprise customer experience and insights at CVS, noted that surveying these simulated clinicians revealed specific requirements for clinical evidence and lead times. Applying those findings directly into their strategy resulted in a measurable increase in prescriptions.

Simile CEO Joon Sung Park describes the technology as a way to map out a "multiverse of possibility," using data from tens of millions of real individuals to predict behavioral outcomes. According to CVS executives, this approach executes research roughly ten times faster than human-based surveys while minimizing subjective bias. Internal benchmarking indicates these AI twins maintain a 90% to 95% accuracy rate when compared to traditional polling methods.