Primitive Labs: Amazon Vets Use AI to Model Customer Behavior

Three Amazon veterans have launched a new startup called Primitive Labs. Rohit Talluri, Jean Farmer, and Gabriel Fong are using AI to model customer behavior. Here's the thing: they're building systems that act like customers across software platforms and devices. This helps product teams understand how people will react to new features or designs before they launch. Traditional user research can take weeks or months. Primitive Labs aims to automate this research with AI agents that simulate human behavior. The co-founders believe AI coding tools can make it easy to forget the customer. Their goal is to bring humans back to the center of a world created by AI. This matters because it could lead to software that people understand, trust, and continue to use.