Flagship Pioneering Launches Extuitive With $20M Seed to Bring Agentic AI and Simulated Consumers to Small Business Product Design and Marketing
Flagship Pioneering launches Extuitive, an AI tool for fast product and creative testing; $20M seed. Agent-based models simulate consumer preferences to validate fit and messaging.
Flagship Pioneering Launches Extuitive: AI Agents for Faster Consumer Product and Creative Testing
Cambridge, MA - Flagship Pioneering has launched Extuitive, an AI-native platform built to help small teams create, test, and launch products and targeted creative content with speed and precision. The company debuts out of Flagship's Pioneering Intelligence initiative with a $20 million seed commitment to advance the platform and onboard users.
Extuitive uses agentic AI to simulate consumer behavior and preferences, giving entrepreneurs a fast, research-grade read on product-market fit and content performance. It blends human creativity with machine-driven exploration, extending the legacy of Affinnova's algorithmic design-acquired by Nielsen in 2014-into the era of AI.
"As AI increasingly becomes an engine of discovery and design, we see a unique opportunity to transform entire industries, starting with how consumer products and targeted creative content are imagined, tested, and brought to market," said Noubar Afeyan, Ph.D., Co-Founder and Chairman of Extuitive and Founder and CEO of Flagship Pioneering.
What you can do with Extuitive
- Creative generation: Produce multiple product concepts and ad assets built for your audience and goals.
- Simulated consumer testing: Behavioral models forecast preference and market fit before you spend on media or panels.
- Real-time validation: Instantly test and refine messaging, packaging, pricing, and targeting for specific segments.
Why this matters for creatives, marketers, and product teams
- Shorten iteration cycles from weeks to hours while keeping rigor in the loop.
- Replace guesswork with simulated audience feedback grounded in behavioral models.
- Access enterprise-grade innovation tools without the overhead of large research budgets.
- De-risk launches by validating positioning and creative before committing spend.
How it works in practice
- Input your brand context, audience, constraints, and goals.
- Agentic AI acts as researchers, marketers, and product designers-generating concepts, briefs, and variants.
- "AI consumers" simulate response across segments, scoring and explaining preferences.
- Refine based on results and export validated assets and directions to your production or ad stack.
"By embedding agentic AI into every stage of the product innovation lifecycle, we're collapsing the time and cost barriers that have traditionally slowed product innovation without sacrificing rigor or consumer relevance," said Armen Mkrtchyan, CEO, Board Member, and Co-founder of Extuitive and Origination Partner at Flagship Pioneering.
Backstory and team
Extuitive builds on Affinnova's foundation in consumer-driven optimization and extends it with polyintelligent design-combining human insight, adaptive systems, and scalable machine intelligence. The platform is built to help small businesses compete with the same depth of exploration typically seen in large corporations.
- Leadership: Armen Mkrtchyan (CEO), Sunand Menon (President), Chong Guo (Chief Science Officer)
- Board: Noubar Afeyan, Armen Mkrtchyan, Jim Gilbert, David Kenny
- Funding: $20 million seed from Flagship Pioneering
About Flagship Pioneering
Flagship Pioneering invents and builds platform companies with the potential for multiple products across health, sustainability, and beyond. Since 2000, Flagship has originated more than 100 ventures and manages $14 billion in assets. Its ecosystem includes companies such as Moderna, Generate Biomedicines, Tessera Therapeutics, Sana Biotechnology, Indigo Agriculture, Inari, Foghorn Therapeutics, Lila Sciences, and Valo Health.
