The Next Big Idea

‘It’s a Real Company Run by Fake People’

17 snips
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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ANECDOTE

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.
INSIGHT

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.
ANECDOTE

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.
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