Blog
Insights, research, and our perspectives on the future of AI-powered user understanding.
Synthetic users, done right
A synthetic user is only as trustworthy as how it's built: grounded in your real market, built for the range of real people, bias-controlled, traceable, and measured. Tookii does all of it, inside the tools you already work in. A faster, sharper way to decide what's worth putting in front of real users.
June 26, 2026 · 6 min read
How would you know if your synthetic users are right?
'The right personas' isn't a claim you can make in the abstract. Right is a measurement, not an adjective. You earn it with three checks: validate against real humans, compare distributions not just averages, and name the decision and moment it holds for.
June 21, 2026 · 4 min read
Four ways synthetic users lie to you
Naive synthetic users fail in four specific, documented ways: too agreeable, one voice for a whole group, a label mistaken for a person, and the average that's no one. None are bad luck; each is a predictable artifact of how the models work, and each is beatable.
June 15, 2026 · 5 min read
Everyone's simulating their users. Most are doing it wrong.
The synthetic-user dream is real. But the off-the-shelf version is too agreeable to behave like a real user. Sounding human isn't behaving human.
June 13, 2026 · 5 min read
Why your AI always says yes
When you ask an AI what it thinks of your idea, it's optimized to make you feel good, not to be right, so the praise is noise, and validation needs a different instrument.
June 12, 2026 · 5 min read
Why you can't validate an idea by asking ChatGPT
A model can pass as human on one task and break on the next. 'Is the model right?' is the wrong question. 'Right for what, and who checked?' is all that counts.
June 8, 2026 · 7 min read