Imagine if every important digital health care experience could be test driven first. You\u2019d know what resonates before launching a new marketing campaign or how customer attitudes shift after different interactions. A new technology called generative agent simulations makes that possible.<\/p>\n
Modeled on real individuals, these AI driven \u201cagentic twins\u201d behave like the people they represent and inform better customer experiences. It\u2019s like giving every decision a rehearsal, so care journeys ultimately feel simpler and more intuitive from the start.<\/p>\n
Generative agents model individuals, not averages<\/p>\n
Built on 2.9 million consented responses from more than 400,000 participants across 200+ behavioral scenarios, these agents are modeled on data from real people \u2014 including interview responses and past choices \u2014 so they act as safe, accurate stand-ins for the individuals they represent.<\/p>\n Unlike generic models that guess how an average person might behave, these agents reflect specific people and often hard-to-reach populations, letting us see how different groups respond to a message, workflow or service design.<\/p>\n Inside our digital test environment<\/p>\n
Understanding the \u2018why\u2019 behind behavioral drivers. Simulations help us uncover the \u2018why\u2019 behind consumer preferences and motivations, revealing which experience factors matter most, for which patients, and when they influence behavior.Designing with speed and care. What used to require weeks of research now happens in hours. Teams can validate findings from previous studies and triage which new ideas deserve in-market pilots, speeding up how quickly we bring better experiences to patients.Accessing hard-to-reach populations through simulation. For health-critical or niche needs like chronic condition management<\/a>, simulations let us explore questions that are otherwise too slow or sensitive to field directly, while keeping experts in the loop to interpret results.
\nOver the past year, CVS Health has used generative agent simulations<\/a> to help guide decision-making with the support of Simile, the first company to build and bring this technology to market.<\/p>\n
\nWe use generative agents to uncover friction across end-to-end user journeys, reach populations that are difficult to study quickly, test digital product changes before rollout and benchmark competitive perception across markets.<\/p>\n
\nWhy patient experience leads to better health outcomes<\/p>\n