What if, instead of trying to predict the future, companies could simulate hundreds of versions of it — and work out what they would do in each one?
That’s the premise behind Principle, an AI-powered strategic simulation platform that builds digital models of organisations, competitors, regulators, and other market forces, then plays out hundreds of plausible futures to stress-test strategic decisions.
Its founder, entrepreneur Artur Kiulian, is adamant that Principle isn't trying to build a crystal ball.
“We're not really building a prediction machine. We're building an action machine.”
It’s a distinction shaped by Kiulian’s own experience of events few organisations were adequately prepared for — from COVID-19 to Russia’s full-scale invasion of Ukraine — and by his subsequent work using AI for crisis response and government decision-making.
