Primitive Labs, an AI research and product company developing models of human behavior, announced an investment from Sony Innovation Fund. The funding continues the company's behavioral modeling research and the development of Instinct, an enterprise platform for companies to model their customers and simulate their interactions before launch.

Instinct brings this research into the product development cycle. With an organization's user research, product analytics, and behavioral data, the platform creates simulated customer populations to navigate digital experiences. Teams across product, design, research can use the simulations to examine likely customer outcomes. Instinct helps customers de-risk critical user funnels by identifying points of abandonment, while comparing how different audiences respond, before committing to a launch or major product decision.