'I am large, I contain multitudes' said Walt Whitman. Multimodal models contain all of humanity's digitised organic reality. From deep web forums to all social, YouTube, product reviews, websites, and scientific publications… all make up a primordial soup we use to recreate ourselves so we can best simulate and predict organic behaviour. We are creating a digital reflection of humanity, capturing the nuances of our thoughts, emotions, and behaviours. We can delve into the complexities of human psychology, and understand motivations, biases, and preferences. We are not only using this knowledge to predict future behaviour, and personalise experiences, but also to develop new products and services. In this talk, Kwame will take us on a three-part journey on how to think about Synthetic Users — where we are and what future is being desired and created. All through the lens of having built Synthetic Users and a few other companies.