WOONSOCKET, R.I. — CVS Health is using generative agent simulations to test customer journeys, messaging, and service design before implementing changes for patients and consumers in the real world.
The company is an early adopter of the technology, which uses AI-powered “agentic twins” modeled on real individuals to simulate customer behavior across digital and in-store experiences. The simulations are calibrated using 2.9 million consented responses from more than 400,000 participants across over 200 behavioral scenarios.
Developed with Simile, the generative agents are based on data from real individuals, including interview responses and historical decisions. Unlike models that predict how an average person might respond, these agents aim to mirror specific people and often hard-to-reach groups, providing a more detailed view of how different populations react to messaging, workflows, and service design.
Modeling Individuals, Not Averages
CVS Health said the simulations help teams identify friction across entire user journeys, test digital product changes before launch, and compare how markets view competitors.
The technology also helps identify the behavioral reasons behind patient decisions. By simulating follow-up questions, teams can explore the “why” behind medication adherence, refill timing, and engagement with preventive care.
In one use case, simulations revealed clear priorities that affect adherence, including trust in the pharmacy, confidence in medication handling, and convenience. Follow-ups with non-adherent patients highlighted barriers such as confusion, anxiety about refill timing, and previous frustrations with the experience.
Accelerating Research Cycles
What previously took weeks of traditional research can now be done in hours, according to the company. Teams use simulations to verify previous findings, prioritize which ideas are worth testing in the market, and incorporate a clearer customer voice earlier in the design process.
The approach is especially helpful for health-critical or niche needs, such as managing chronic conditions, where field research can be slow or sensitive. Simulations offer a safe testing environment while subject matter experts stay involved in interpreting results.
Complementing, Not Replacing, Real-World Research
CVS Health highlighted that simulations do not substitute human judgment or live market testing. Instead, they help determine what to test and improve before deployment. Governance protocols are established to oversee tone, fairness, and safety, ensuring that insights stay practical and responsible.
As digital health tools and AI adoption grow across the healthcare industry, CVS Health considers generative agent simulations to create simpler, more intuitive care experiences from the outset.
The company said it plans to keep expanding the use of the technology to assess broader “what if” scenarios across markets and communities, aiming to improve patient experience and, ultimately, health outcomes.
Read more about generative‑agent simulations.
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