What if your favorite interior brand was run entirely by AI — transparent, relentless, and fighting to survive in public?
Imagine a business where every decision is battle-tested in real time, under the watchful eyes of the world. No employees, no secret strategies, just AI models navigating crises and chasing deals — and you can watch it all unfold live. Welcome to the experiment that pushes the boundaries of transparency and automation.
AI Builders: Making The Decisions That Turn AI Code Into Real Software
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The Live Company: An Unprecedented Experiment in AI Management
At firmulate.com/live, a small software company is running every weekday with a twist: it’s entirely powered by AI models that simulate human decision-making. But unlike typical demonstrations, this experiment is real, ongoing, and publicly accessible. The company’s mission? To see if AI can truly manage a business — handling crises, negotiating deals, and staying honest under pressure.
Every decision made by these AI agents is versioned, auditable, and based on a set of over 680 self-learned rules. Over time, the company leaks insights into its strategies and weaknesses, offering a rare glimpse into how AI handles complex, real-world management challenges.
How It Works: The AI in Action
Four frontier models—from industry giants like GPT-5.6-SOL to newer entrants like Kimi K3—are tasked with running the company during its worst week. This week includes the same customer crises, temptations to manipulate, and strategic decisions. Each model is tested to see whether it can identify problems, resist shortcuts, and successfully close a deal.
For instance, all models spot every crisis and refuse manipulation attempts, such as fake CEO messages or reporter tricks. In one critical case, the models’ ability to read and interpret internal documents earned a €4,583 monthly recurring revenue (MRR) deal, simply because they uncovered a hidden document reference—something that was buried two files deep in the company’s own files.
The Tough Reality: Burning Money While Fighting to Survive
This AI-driven company isn’t profitable — it burns through €105,000 every month against a modest €2,300 in monthly revenue. It’s a public, visible experiment in running a business at a loss, with a real cash countdown ticking down at firmulate.com/live. Every workday, the AI models make decisions based on learned rules, and every move is recorded and shared openly.
One of the most intriguing findings involves the different approaches of the models. Opus 4.8, which is the most thorough and deeply analyzed, ended up leaving a potential deal on the table because it failed to escalate a discipline slip into the right decisions. Meanwhile, the newer Kimi K3, which operates without a default effort parameter, showed the cleanest discipline, closing deals when it could.
What This Means for Business and Design
While the experiment is about managing a software business, it offers lessons for interior designers and decorators, too. In a world where AI might assist with client negotiations, project management, or supply chain decisions, trustworthiness, thoroughness, and the ability to read beyond surface-level information become critical.
The experiment underscores that the real challenge isn’t just how well an AI writes or mimics conversation, but whether it can finish what it starts, interpret hidden information, and resist shortcuts when stakes are high. For interior brands contemplating AI integration, it’s a reminder that the value of AI lies in its capacity to deliver consistent, honest, and comprehensive work — not just catchy phrases or quick responses.
Why Transparency Matters — And What You Can Watch
The live site offers a window into this high-stakes management game. You can watch the entire process, read the decisions, see which model made which call, and even participate in quizzes to test your understanding of AI decision-making at firmulate.com/quiz.html. It’s as much about transparency as it is about innovation — giving everyone a front-row seat to the future of AI-driven business.
For companies considering AI, the key takeaway is simple: success depends on more than just language skills. It’s about consistency, integrity, and the ability to deliver value under pressure. This experiment illustrates that, in the end, AI models that understand the importance of reading the full context, resisting manipulation, and staying disciplined are the ones most likely to succeed.
Final Thoughts: A New Era of Business Transparency
As this real, online experiment continues, it challenges assumptions about what AI can do in the business world. It’s a stark reminder that building trust, staying honest, and understanding hidden information are crucial for future AI-powered enterprises — even in the most unexpected sectors, like interior design and decor.
Curious to see this AI-managed company in action? Visit firmulate.com/live to watch the live decision-making unfold, or explore the detailed scores and decisions at firmulate.com/quotes.
This live AI-managed company exemplifies transparency and resilience, showing that trustworthiness and thoroughness are key for AI success — lessons vital for all industries.
Watch it live: firmulate.com/live · Full results: firmulate.com/benchmarks.html
