Imagine your favorite coffee shop operated by an AI that manages every decision, from customer orders to supplier negotiations — all in full view, with real money on the line. Now, think bigger: a live experiment where AI models run a miniature software company, facing crises, temptation, and the pressure to perform. This is the bold, unfiltered story of Firmulate.
A Live Company in the Making
At the heart of this experiment is a real online platform, firmulate.com/live.html, where you can observe a small company operated entirely by artificial intelligence. Unlike typical demos, this setup features 13 synthetic employees, each guided by complex rules learned over time, managing everything from crisis response to strategic decisions. Every single workday is versioned, providing an auditable trail of choices and outcomes.
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What Makes This Experiment Unique?
Four advanced AI models — including the well-known GPT-5.6 and a newcomer called Kimi K3 — were tasked with guiding the same small software firm through its worst week. The scenario involved constant crises, customer dilemmas, and the tempting opportunity to manipulate data or cut corners. The goal? To test whether AI can make honest, effective decisions under pressure.
Key Findings
- All models identified every crisis and refused manipulative tricks, demonstrating robust integrity.
- Only half (2 out of 4) managed to recognize the hidden opportunity in the company’s internal files and successfully close a €55,000 deal at full price — the complete performance.
- The killer weakness was buried two document references deep in the company’s files, not visible in straightforward customer interactions. The models that read these files won the deal, netting an additional €4,583 in monthly recurring revenue.
- Social engineering attempts, including fake CEO messages and reporter tricks, were uniformly refused by all models, showing resilience against scams.
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The Live Company: Reality in Action
Every day, the experiment runs a digital company that burns €105,000 in cash against a modest €2,300 monthly recurring revenue. The system is public, transparent, and continuously evolving, with over 680 self-learned rules that govern decisions — all viewable at firmulate.com/live.html.
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Insights from the Models
The most thorough participant, Opus 4.8, with over 80 learned rules, investigated deeply but faltered in closing the deal, leaving a potential revenue opportunity on the table. This highlights a crucial point: even sophisticated AI can struggle with discipline and decisive action under pressure.
Crisis Management for Software Development and Knowledge Transfer (Smart Innovation, Systems and Technologies, 61)
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What Does This Mean for Business?
The experiment underscores a vital reality for companies leaning on AI: it’s not just about how well an AI can chat or simulate conversation. The true test is whether it can finish what it starts, stay honest when tempted, and navigate crises with integrity. For any business considering AI for critical functions — from customer support to strategic planning — these experiments offer a sobering, transparent look at current capabilities.
See It Yourself
If you’re curious, you can watch the live company in action, run your own experiments, or test your management decisions against these models at firmulate.com/quiz.html. For a risk-free trial, enterprises can even run a read-only wargame of their own business at firmulate.com/pilot.html.
Watch it live: firmulate.com/live · Full results: firmulate.com/benchmarks.html
