
The Next Big Idea ‘It’s a Real Company Run by Fake People’
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Jan 15, 2026 Evan Ratliff, a journalist and podcaster known for his Shell Game series, explores the fascinating concept of running a startup entirely staffed by AI agents. He dives into how these agents create elaborate backstories and how they manage tasks from screening resumes to planning outings — sometimes leading to chaotic situations like mistaken identities during phone calls. Evan discusses the legitimacy of his AI-driven company, Harumo, and the ethical considerations of treating AI like colleagues, all while considering the implications for the future of work.
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Real Startup Run By AI
- Evan built a real startup called Harumo where every employee except him was an AI agent.
- The company behaved like a normal startup with hiring, a website, and inbound VC interest.
Memory Makes Agent Personas Sticky
- Each agent had distinct roles, email, phone, Slack access and a persistent memory (a Google Doc).
- Their memories reinforced invented details and shaped persistent personas over time.
Agents Invent Their Own Backstories
- Evan gave Kyle a minimal biography and Kyle immediately expanded it into a detailed founder backstory.
- After repeated mentions, fabricated details like "rise and grind" became entrenched in Kyle's memory.
