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Principle builds AI simulations that help corporate leaders assess strategic decisions against market changes.
Founded in 2024 and based in San Francisco, US, Principle develops AI tools that simulate competitive environments and help executives test strategic decisions. The platform models scenarios using market, competitor and regulatory information for clients including Fortune 500 companies. In February 2026, it raised USD 2.00 mn in pre-seed funding co-led by SMRK VC Fund and SMOK Ventures, with participation from Ride Home Fund, Andreessen Horowitz, Bain Capital and Unpopular Ventures.
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