The funding round was led by Atomico with participation from LocalGlobe, Mercuri and Marc Andreessen, with the latest $10m funding round following the company’s $4m pre-seed, bringing total funding to $14m.

London-based Electric Twin builds simulations of a customer’s target audiences to help test decisions, and the funding will help expand the business.

The company is co-founded by Alex Cooper, former director of UK Covid-19 testing at 10 Downing Street, and Dr Ben Warner, former chief data adviser to the prime minister and visiting senior fellow at the London School of Economics and University College London.

The AI startup hired Leanne Tomasevic earlier this year to lead its insights and strategy function. The company has also brought in Professor Michael Muthukrishna as scientific adviser, who is a behavioural scientist and professor at the London School of Economics.

In a blog announcing the funding, Cooper said: “This funding allows us to grow the business: hire the very best people in commercial, product, engineering and data science; scale our go-to-market; and revolutionise decision making.

“We want to keep pushing on the hard problems: more rigorous evaluation across populations and contexts, better accuracy, more transparent research that helps the entire field understand what synthetic audiences can and cannot do.”