How CVS Health test-drives better care experiences using generative agents

CVS Health has integrated generative agent simulations into its decision-making process to model and predict patient behaviors across digital health care experiences. By utilizing "agentic twins" developed by technology partner Simile, the company can test marketing campaigns and service designs before they are deployed to real-world users. This shift toward AI-driven behavioral simulation allows health insurers and providers to identify friction points and improve outcomes like medication adherence with greater speed and precision.

CVS Health is leveraging generative agent simulations through a partnership with Simile, the first company to bring this specific technology to market. These simulations utilize "agentic twins"—AI models built on 2.9 million consented responses from more than 400,000 participants—to represent specific, often hard-to-reach populations rather than generic averages. By drawing on data from real-world interview responses and past choices across 200 behavioral scenarios, these agents act as accurate stand-ins that allow CVS to test drive digital interactions and marketing strategies before they are officially launched.

The technology is being used to uncover friction in end-to-end user journeys and to benchmark competitive perceptions across various markets. A primary focus for CVS is improving medication adherence, a critical factor in reducing acute medical events and ensuring patients stay on track with vaccinations. Using Simile’s platform, CVS was able to condense weeks of traditional research into just a few hours, identifying that patient barriers to adherence often stem from confusion, anxiety regarding refill timing, and past frustrations rather than simple negligence.

While the generative agents provide rapid insights, CVS Health maintains a human-in-the-loop approach to ensure the technology supplements rather than replaces real-world research and human judgment. The company has implemented strict governance protocols to monitor the tone, fairness, and safety of the AI-generated insights to ensure they remain actionable and trustworthy. As CVS expands these simulations to larger "what if" scenarios across diverse communities, the goal is to design more intuitive care journeys that remain centered on the specific needs of the individuals they serve.