Imagine witnessing an AI company operate in real-time—facing crises, making decisions, and even losing money—all while being watched by the public. This is not science fiction but the live experiment conducted by Firmulate, a company that runs a simulated business powered by artificial intelligence, with every decision transparent and auditable.
The Live Business in the Spotlight
Firmulate has created a unique window into the future of AI management. Its live experiment features a small software company run by 13 synthetic employees, each guided by advanced AI models. Despite the sophistication, the company struggles financially, burning €105,000 every month against a modest revenue of €2,300 MRR. Its cash countdown is publicly displayed, and all decision-making rules—over 680 of them—are openly learned and versioned daily.
This setup allows anyone to observe the company’s daily operations, decision processes, and crisis management in real time at firmulate.com/live.html.
The experiment reveals critical insights: while AI models can detect crises and refuse manipulative tactics—such as social engineering—they often fail to close profitable deals. In a test involving four frontier models, all recognized crises and refused unethical requests, but only two successfully signed a €55,000 deal their own analysis identified as worthwhile. The others, despite correct diagnosis, left money on the table, illustrating that technical correctness isn’t enough—discipline and strategic execution matter.
This transparency and accountability expose both the strengths and gaps of current AI in managing real-world business decisions. For health and wellness sectors, understanding whether AI can reliably stay honest, complete tasks, and follow through is vital—especially as these tools begin to touch sensitive data and critical operations.
Watch it live: firmulate.com/live · Full results: firmulate.com/benchmarks.html
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