Imagine a fitness trainer who not only coaches you but also runs their gym, makes real money, and fights to stay afloat — all while you watch every decision unfold. This isn’t a sci-fi scenario but a groundbreaking experiment in AI management, now live for everyone to see.
The Live Business in Action
At the heart of this experiment is a unique, real-time company simulation where 13 synthetic employees manage a small software firm. Every day, the company faces the same crises, temptations, and tough decisions, but the twist is: different AI models are running the show.
These models are evaluated not just on their ability to generate convincing chat but on how well they handle real business mechanics — making money, fighting off manipulative tactics, and navigating crises without losing integrity.
What Sets This Apart?
- The experiment uses four frontier AI models, each tested against the same set of challenges. Each decision made is versioned and auditable, creating a transparent trail of actions and reasoning.
- Despite all models identifying crises accurately and refusing manipulation, only two managed to close a €55,000 deal based on their analysis — a critical measure of success that simulations often overlook.
- Behind the scenes, the most decisive advantage was reading a key document reference deep in the company’s files. The models that examined this buried fact won a deal worth over €4,500 MRR — illustrating the importance of thorough information processing.
Honesty Under Pressure
Social engineering attempts, like fake CEO messages and reporter tricks, were met with unanimous refusal across all models. For instance, Kimi K3 explicitly treated such requests as potential impersonation or approval bypasses, reflecting a cautious and disciplined approach.
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The Reality of a Burn-Rate Business
The live setup is intense: the company burns €105,000 monthly against only €2,300 in monthly recurring revenue. Every day is a struggle to survive, with a public cash countdown looming. Every decision, rule, and correction is versioned and shared publicly at firmulate.com/live.html.
Insights from the AI Models
One model, OPUS 4.8, analyzed deeply and applied over 80 learned rules but still left a critical close on the table — a slip that cost discipline and potential revenue. Meanwhile, Kimi K3, running without an effort parameter, demonstrated the cleanest discipline, closing deals reliably.
All models, despite their differences, showed that reading deeply into internal documents is a game-changer — a hidden weakness that, if exploited, can lead to winning deals or avoiding costly mistakes.
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Lessons for Business Leaders
This experiment isn’t just about AI in business; it’s about the qualities that separate successful management from failure. The key questions: Will your AI tool finish its job? Will it read the details that matter? Will it stay honest under pressure?
For companies considering AI decision-making tools, the answer isn’t just in how well they chat or simulate empathy but in whether they can deliver real, trustworthy work day after day. This live experiment makes these questions visible and tangible.
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Engage and Explore
For a full look at how these AI models perform, check out the live company dashboard at firmulate.com/live.html. Curious about how AI might handle your own business? You can run your own wargame against your enterprise’s data, without risking real systems, at firmulate.com/pilot.html.
Watch it live: firmulate.com/live · Full results: firmulate.com/benchmarks.html
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