Traditional market research takes time, costs a lot, and usually relies on surveys and focus groups. Because of this, companies sometimes make major decisions based on incomplete or outdated information.
Electric Twin provides a new solution. It combines real survey data with large language models, social science research, and machine learning. This platform creates “synthetic audiences” that help companies predict how people will react to messages, product launches, or policy changes.
Today, Electric Twin announced a $14M raise for its AI platform that builds “synthetic audiences” mirroring real human thinking and behaviour. The investment includes a $10 million Series A round led by Atomico, with participation from LocalGlobe, Mercuri, Samos Investments, and several angel investors: Marc Andreessen, Slack co-founder Cal Henderson, former Kantar CEO Eric Salama, Entrepreneur First COO Tom Shinner, and Palantir’s EVP for the UK and Europe, Louis Mosley.
This follows an earlier, undisclosed $4 million pre-seed round.
Help leaders and organisations make smarter, data-driven decisions
Electric Twin was started by Dr Ben Warner, a physicist and former Chief Adviser on Digital and Data to the UK Prime Minister, and Alex Cooper, a former military commander who led the UK’s COVID-19 mass testing response. They met while working together in Downing Street during the pandemic, where they often had to make important decisions without complete data.
As Alex Cooper, Electric Twin’s CEO, explains: “Electric Twin was born from our experience leading through crisis, where we spotted a common problem: too many decisions had to be made with incomplete information. We wanted to build a solution that allows leaders to understand their audiences better than ever before – to speak to them instantly, ask them anything, and predict how they will behave.”
Electric Twin’s main technology is its synthetic audience engine. It uses behavioural science and advanced AI to create digital groups that reflect human psychology and cultural diversity.
Instead of static data, you get dynamic, testable simulations, so insights come faster and go deeper. Electric Twin has already run 40,000+ evaluations across 155 countries. In fact, LSE research found it’s 10,000x faster than old-school methods, with 95% accuracy.
What makes Electric Twin stand out? Speed and scale. Insights land in seconds, not weeks. Built on LSE’s behavioural science, the platform uses dynamic modelling, so audiences evolve as new data arrives. You can even test scenarios before they play out in real life.
Major brands like News UK and Lebara use Electric Twin to check customer sentiment and test strategies in real time. They get insights in seconds instead of waiting weeks.
Unlike Kantar and Nielsen, Electric Twin is predicting what people will do next.
What’s next for Electric Twin?
The fresh funding will fuel global expansion and take their prediction engine to the next level.
The company plans to improve its models to capture more detailed audience behaviours and to let organisations test a wider range of real-world scenarios, such as political polling, product development, and strategic communications.