Sony Innovation Fund Backs Primitive Labs' Behavior Models

Oct 6, 2026
Primitive Labs secured an investment from Sony Innovation Fund to advance its human behavior models and Instinct customer simulation platform.

Primitive Labs secured an investment from Sony Innovation Fund to continue its human behavior research and develop Instinct, the company said in a press release. The funding amount and terms were not disclosed.

Instinct uses an organization's user research, product analytics and behavioral data to create simulated customer populations. Product, design and research teams can use the simulations to examine how different groups may navigate digital experiences and where customers may abandon onboarding, account creation, subscription or checkout processes before release.

Primitive Labs says it works with companies in retail, online commerce, media, entertainment, advertising and gaming. Founded in 2026, the San Francisco company has generated hundreds of thousands of simulated behavior paths across hundreds of customer populations and thousands of digital environments.

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