How Propensity AI works
Simulate go-to-market strategies before you launch, so teams can make decisions with confidence rather than hindsight.
Why GTM learning happens too late
Most GTM tools measure past performance.
Dashboards explain what happened, not what could happen.
Feedback loops are slow, costly, and incomplete.
Propensity AI is designed to bring learning forward, before budget is committed.
Inputs grounded in reality
Propensity AI starts with inputs that reflect how buyers actually behave.
Real data
First-party GTM and campaign data.
Historical performance.
Market and firmographic context.
Real data anchors simulations in observed reality.
Synthetic data
AI-generated buyer populations.
Designed to mirror real-world distributions.
Used to expand coverage where real data is limited, noisy, or biased.
Synthetic data is used to explore scenarios safely, not to fabricate outcomes.
Why synthetic data works
What we mean by synthetic data
Synthetic data represents statistically realistic buyer populations generated by AI. It's used to safely explore scenarios when real data is limited or incomplete, preserving key patterns while protecting privacy.
Synthetic data is supported by academic and applied research. Studies show models trained on high-quality synthetic data can achieve performance comparable to models trained on real data.
In published research, performance often reaches up to ~85 percent or more, depending on task and methodology. In some cases, synthetic data outperforms real data due to reduced noise, bias, and sampling gaps.
Synthetic data preserves key statistical patterns while enabling faster experimentation and stronger privacy protections.
Synthetic data is used to augment and stress-test real-world data, not to invent results.
Is synthetic data just fake data?
No. Synthetic data preserves the statistical patterns and behaviors found in real-world data while protecting individual privacy.
It allows teams to explore scenarios safely, test strategies faster, and learn from situations where real data doesn't yet exist—like a product launch or new market entry.
Think of it as a safety mechanism: it helps you learn and make decisions without requiring months of real-world data collection or exposing sensitive customer information.
Scenario-based simulation, not prediction
Propensity AI runs simulations across multiple GTM strategies.
Teams explore different messages, audiences, channels, and budgets.
The system compares scenarios side-by-side to reveal trade-offs and relative performance.
This is not about predicting a single outcome.
It is about gaining clarity on trade-offs before acting.
Compare scenarios to get a roadmap forward
Simulations show how different strategies compare, not absolute guarantees of what will happen.
Teams see confidence ranges and understand trade-offs—which approach requires more resources, which has higher uncertainty, and where assumptions matter most.
The output is guidance for your team's decisions, not a system that decides for you.
The goal is a clearer path forward with less guesswork, not certainty about the future.
You stay in control of decisions
Propensity AI provides guidance, but you make the decisions.
You define the strategies to test, review the assumptions behind each scenario, adjust inputs based on your market knowledge, and interpret the results with your team.
All simulation logic is transparent and governed—so decisions are explainable and accountable, not hidden in a black box.
Control isn't an add-on. It's built into how the platform works from day one.
Built for enterprise trust
Data isolation and access controls
Your data stays isolated with role-based access controls
Privacy-first synthetic data generation
Synthetic data protects sensitive information while maintaining utility
No training on customer data by default
Your data is never used to train models without explicit consent
Responsible AI principles
Transparent modeling, explainable outputs, and human oversight
Modern cloud security posture
Industry-standard encryption, monitoring, and infrastructure security
Compliance roadmap
SOC 2 Type II in progress
Propensity AI helps teams learn faster, reduce risk, and make better GTM decisions before launch.
This is how go-to-market becomes a learning system.