Matt Blumberg, the CEO of Markup AI, has taken an innovative approach to business guidance. He created a unique "fantasy board of directors" composed entirely of AI-generated digital advisors. This virtual board features fifteen famous leaders, including Steve Jobs, Warren Buffett, and Oprah Winfrey.
How the AI Fantasy Board Works
Blumberg built these AI advisors using profiles developed from thousands of words of public data. The system replicates the leadership styles and thinking patterns of these iconic figures. He utilizes models like ChatGPT and Gemini to interact with them.
The CEO can now seek advice on business proposals at any time. He also uses the tool to prepare for real-world governance tasks. This provides him with immediate feedback when his actual board members are unavailable.
Blumberg's Statement on the Technology
In a conversation with Fortune, Blumberg explained his motivation. "As a CEO steering a company's strategy and execution, any additional inputs and learnings strengthen my work," he said. He emphasized the fast pace of the AI industry, where quick advice is crucial.
He noted that setting up this fantasy board required only about an hour or two. Blumberg now considers it an "incredible supplemental tool." He uses it to prepare for meetings with human board members and to work on internal company projects.
Interestingly, Blumberg even asked the AI to evaluate his projected work performance for 2025. He reported that the analysis "nailed" his real strengths and weaknesses. Currently, he is employing the technology to get ready for his annual employee and board meetings.
Recognizing AI's Limitations
Despite his enthusiasm, Blumberg remains cautious about AI's imperfections. "With any AI agents, you need to be really careful not to believe the bullshit," he warned. He pointed out that AI systems are predictive and capable, but not flawless.
"They're not human, and they miss a lot of cues," he added. Blumberg shared a typical query with Business Insider: "Hey, I'm doing a presentation for our kickoff meeting next week. What do you think are the top three themes I should hit?"
Augmentation, Not Replacement
For Blumberg, this technology aims to enhance human performance, not replace people. He assured that his real board of directors shows no concern about being replaced. "They viewed the fantasy board the same way I do," he stated.
He described it as "a nice add-on, a sort of augmentation of thought partnership." Blumberg firmly believes it will never substitute for a genuine board of human directors.
A Growing Trend in Corporate AI
Blumberg's experiment reflects a broader movement. Companies are increasingly integrating AI into high-level decision-making and leadership processes.
Last week, JPMorgan Chase made a significant announcement. The banking giant is ending its relationships with major advisory firms ISS and Glass Lewis. Instead, it will use its own AI-powered platform called Proxy IQ. This tool will help inform shareholder voting decisions, demonstrating deep AI integration.
Other CEOs Embracing AI Avatars
Some corporate leaders are taking AI adoption even further. They are creating virtual versions of themselves for various purposes.
Zoom CEO Eric Yuan appeared on an earnings call last year as an AI-generated avatar. This digital version looked and sounded exactly like him, delivering his opening remarks. "I am proud to be among the first CEOs to use an avatar in an earnings call," the AI avatar stated.
This followed a similar move by Klarna CEO Sebastian Siemiatkowski. He also used an AI-generated video copy of himself during an earnings call. Additionally, Klarna has launched a 24/7 "AI CEO Hotline." This service answers customer questions in Siemiatkowski's speaking style, available in both English and Swedish.
The trend highlights how artificial intelligence is reshaping corporate governance and customer interaction. Leaders like Blumberg are pioneering these tools to gain competitive advantages while acknowledging their supplemental role.
