26 Nov 2025
Prophet
Prophet, the AI decision intelligence platform that builds digital clones of organisations to simulate strategy, has launched Prophet AI – an industry-first AI agent designed to simplify complex modelling and deliver bespoke, accurate and secure insights and predictions on demand.
Unlike AI tools that simply read outputs and provide the context for your question, Prophet AI interacts directly with the full mathematical clone of an organisation. Every query triggers real computation, running simulations that reflect how the business has behaved over time and how it is predicted to respond in the future. Prophet AI is designed to calculate, not guess..
The brainchild of the Prophet engineering and data science teams, Prophet AI makes the platform’s sophisticated data models accessible to anyone in the business. Users can simply ask a question in natural language and receive clear agentic answers that explain how their organisation works, what is driving performance and where the greatest opportunities lie, also enabling them to take control of the Prophet ecosystem via agentic commands.
At the core of the Prophet platform is a living digital clone of each organisation. It is a unified mathematical model that replicates the interactions between marketing, pricing, operations, supply chain and external economic conditions. This allows companies to measure what has happened and simulate what could happen, testing decisions before they are made and acting with confidence; in other words, rehearsing reality.
With Prophet AI, teams can now interrogate their entire organisation through conversational queries. Whether it is understanding marketing efficiency, pricing effectiveness and elasticity, merchandising, supply chain performance or countless other variables, Prophet AI analyses the underlying model and notifies users as soon as the results are ready. The platform ingests almost 86,000 macro data points and continually contextualises them to show what is influencing performance in near real-time.
The tool, soon available exclusively to Prophet customers, is set to be a major step forward for the company. It makes it easier than ever for clients to uncover the real drivers of their marketing and business performance using the most advanced decision intelligence available today.
Prophet Founder and CEO, Jordan Taylor-Bartels, said: “Data models are naturally complicated, increasingly multi-modal and traditionally difficult for most teams to navigate. That’s why we built Prophet AI. It gives businesses a working environment where they can query their data and control the entire Prophet ecosystem in a language that works for them.
“Most AI interfaces guess, Prophet AI computes. When a client asks a question, the agent reruns their digital clone, executes the underlying mathematics and returns a defensible answer based on how their organisation actually behaves. It is the first time that leaders can interrogate and challenge their entire organisation in plain language without losing rigour.
“Prophet AI makes simulation effortless. Instead of navigating complex dashboards, clients can explore scenarios, diagnose drivers and test decisions inside a secure environment, using a tool that speaks their language but still performs the full mathematical work under the hood.
“In future releases, Prophet AI will introduce automated scenario generation, shock testing and proactive insight discovery, giving teams an always-on simulation engine that surfaces opportunities and risks before they are visible in the data.”
Prophet AI is the latest development from the Melbourne-based tech start-up, which launched in Australia last year, giving brands a rigorous mathematical insight into how their marketing and broader business functions are performing and how they can improve them. Last month, Prophet was recognised as the number one 2025 AFR BOSS Most Innovative Company in the Media & Marketing category.
Prophet is scaling rapidly, welcoming more than 30 enterprise customers across the retail, insurance, automotive, media, on-demand delivery, wagering, and cybersecurity industries.
Earlier this month, Prophet announced the appointment of Phil Davis, Vice President Global GTM at Google Cloud, to its Advisory Board, alongside Professor Andrew Gelman of Columbia University, one of the world’s leading authorities in Bayesian statistics and data modelling, joining the board. In addition, James Sawyer has joined Prophet in the newly created role of Vice President Sales and Partnerships and the company’s foundational hire in Sydney, and talent acquisition specialist, Bec Geyer, as its new Head of Talent and People, as it actively recruits for several additional roles.
