Organizations: Finance Division, Columbia Business School. · Department of IEOR, Columbia University · Decision, Risk, and Operations Division, Columbia Business School. · Department of IEOR and Data Science Institute, Columbia University
AI-based persona simulation -- often referred to as digital twin simulation -- is increasingly used for market research, recommender systems, and social sciences. Despite their flexibility, large language models (LLMs) often exhibit systematic bias and miscalibration relative to real human behavior, limiting their reliability. Inspired by synthetic control methods from causal inference, we propose SYN-DIGITS (SYNthetic Control Framework for Calibrated DIGItal Twin Simulation), a principled and lightweight calibration framework that learns latent structure from digital-twin responses and transfers it to align predictions with human ground truth. SYN-DIGITS operates as a post-processing layer on top of any LLM-based simulator and thus is model-agnostic. We develop a latent factor model that formalizes when and why calibration succeeds through latent space alignment conditions, and we systematically evaluate ten calibration methods across thirteen persona constructions, three LLMs, and two datasets. SYN-DIGITS supports both individual-level and distributional simulation for previously unseen questions and unobserved populations, with provable error guarantees. Experiments show that SYN-DIGITS achieves up to 50% relative improvements in individual-level correlation and 50--90% relative reductions in distributional discrepancy compared to uncalibrated baselines.
Figures & tables
Figure 1: An illustration of our framework. Real responses Y are observed for q1,…,qm ; digital-twin responses Y~ are available for all questions including qm+1 . The goal is to recover the missing half-column of real responses to qm+1 in the stacked matrix, naturally motivating a matrix-completion or synthetic-control formulation.
Figure 2
Paradigm
Method
Description
Fit-and-transfer
Ridge
ℓ2 -penalized linear regression
Lasso
ℓ1 -penalized linear regression
EN
Elastic net ( ℓ1+ℓ2 penalty)
NN
Single-hidden-layer feedforward network with ReLU
SC
Simplex-constrained regression
SI
Linear map in SVD space
Table 1: Summary of calibration methods evaluated in this paper.
Figure 2: Illustration of the zero-shot (ZS) and in-context (IC) baselines for a single user. Each user’s 500 movies are partitioned into 250 persona movies and 250 prediction movies. In both baselines, the LLM is prompted with a rating history ( {rating_history} in the prompt template) and asked to rate the target movie ( ■ ). In the ZS setting, the rating history consists of the 250 persona movies only ( ■ ), so the context is identical across all target movies. In the IC setting, the rating history is augmented with the user’s ground-truth ratings on the other 249 prediction movies ( ■ + ■ ), giving the LLM 499 ratings as context. The figure uses a simplified example with 5 persona movies (M1–M5) and 4 prediction movies (M6–M9).
Baselines
Fit-and-transfer
Matrix Completion
ZS
IC
Ridge
Lasso
EN
NN
SC
SI
HSV
SSV
ALS
SP
Corr.
.349
.406
.511
.497
.524
.504
.457
.515
.473
.511
.512
.454
S.E.
.005
.005
.005
.006
.005
.005
.005
.005
.008
.005
.005
.005
% Δ ZS
—
+16
+46
+42
+50
+44
+31
+48
+36
+46
+47
+30
% Δ IC
—
—
+26
+22
+29
+24
+13
+27
+17
+26
+26
+12
Table 2: New-question prediction on MovieLens: average Pearson correlation, standard errors, and percentage improvements (% Δ ) over the zero-shot (ZS) and in-context (IC) baselines. The best method (EN) improves over ZS by 50% and over IC by 29% .
Figure 3: Row space alignment on MovieLens (zero-shot DT baseline): cosine of principal angles (left) and projection-Frobenius norm (right) between the row spaces of V⊤ and V~⊤ , restricted to the leading rmax=r+2 singular directions. The DT row space is substantially more aligned with the human row space than random baselines. Higher cosine similarity and lower Frobenius distance indicate closer alignment.
Persona
Content
Strategy
Text, GPT-4.1-mini
Full survey
Default
Text, Gemini-Flash-2.5
Full survey
Default
JSON, GPT-4.1-mini
Full survey
Default
JSON, GPT-4.1
Full survey
Default
Text + CoT, GPT-4.1-mini
Full survey
Chain-of-thought
Text + repeat, GPT-4.1-mini
Full survey
Question repetition
Table 3: Summary of thirteen persona constructions evaluated on Twin-2K-500. All constructions use temperature 0 unless otherwise noted.
Figure 4: Row space alignment on Twin-2K-500 (default persona construction: text, GPT-4.1-mini): cosine of principal angles (left) and projection-Frobenius norm (right) between the row spaces of V⊤ and V~⊤ , restricted to the leading rmax=r+2 singular directions. The DT row space aligns closely with the human row space, matching the pattern observed on MovieLens (Figure 3 ).
Fit-and-transfer
Matrix Completion
Persona
BL
Ridge
Lasso
EN
NN
SC
SI
HSV
SSV
ALS
SP
% Δ
Text, GPT-4.1-mini
.168 (.015)
.200 (.021)
.195 (.021)
.204 (.021)
.198 (.020)
.147 (.013)
.190 (.017)
.170 (.017)
.202 (.018)
.201 (.018)
.121 (.016)
+21.4
Text, Gemini-Flash-2.5
.188 (.016)
.237 (.020)
.234 (.020)
.242 (.020)
.215 (.020)
.158 (.013)
.200 (.019)
.179 (.018)
.221 (.019)
.220 (.019)
.127 (.015)
+28.7
JSON, GPT-4.1-mini
.175 (.016)
.211 (.021)
.195 (.021)
.214 (.021)
.207 (.020)
.158 (.013)
.210 (.018)
.185 (.018)
.213 (.018)
.213 (.018)
.137 (.015)
+22.3
JSON, GPT-4.1
.205 (.018)
.213 (.019)
.201 (.019)
.220 (.019)
.215 (.019)
.156 (.013)
.211 (.017)
.181 (.017)
.223 (.018)
.222 (.018)
.124 (.016)
+8.78
Text + CoT, GPT-4.1-mini
.165 (.015)
.227 (.022)
.221 (.022)
.238 (.022)
.228 (.021)
.159 (.013)
.213 (.019)
.182 (.019)
.224 (.019)
.223 (.019)
.121 (.016)
+44.2
Table 4: New-question prediction on Twin-2K-500: average Pearson correlation for thirteen persona constructions × ten calibration methods. Mean above, standard error in parentheses below. BL = Uncalibrated DT baseline. % Δ = relative improvement of the best method (highlighted) over BL.
Figure 5: Adaptive transfer on Twin-2K-500 (default persona construction) with Ridge (left) and EN (right): average Pearson correlation on held-out questions as a function of the training MSE threshold τ . An optimal threshold of approximately 0.15 achieves a correlation of 0.252 for both methods, representing a 50% improvement over the DT baseline—compared to 19% (Ridge) and 21% (EN) for always-transfer calibration.
Figure 6: Column space alignment on MovieLens (zero-shot DT baseline): cosine of principal angles (left) and projection-Frobenius norm (right) between the column spaces of U and U~ , restricted to the leading rmax=r+2 singular directions. The DT column space aligns closely with the human column space, supporting the applicability of our framework to new-user prediction.
Figure 7: Column space alignment on Twin-2K-500 (default persona construction: text, GPT-4.1-mini): cosine of principal angles (left) and projection-Frobenius norm (right) between the column spaces of U and U~ , restricted to the leading rmax=r+2 singular directions.
BL
Fit-and-transfer
Matrix completion
ZS
Ridge
Lasso
EN
NN
SC
SI
HSV
SSV
ALS
SP
ML
Corr.
.246
.373
.372
.373
.377
.375
.361
.372
.372
.372
.366
S.E.
.006
.006
.006
.006
.006
.006
.006
.006
.006
.006
.007
% Δ
—
+52
+51
+52
+53
+52
+47
+51
+51
+51
+49
2K
Corr.
.847
.875
.873
.875
.877
.874
.875
.873
.873
.873
.863
S.E.
.002
.002
.002
.002
.002
.002
.002
.002
.002
.002
.002
Table 5: New-user prediction: average Pearson correlation, standard errors, and percentage improvements (% Δ ) over the zero-shot (ZS) baseline. ML = MovieLens, 2K = Twin-2K-500, BL = Baseline. The best method (NN) improves over BL by 53% on ML and 3.5% on 2K.
Dataset
Method
TV
χ2
KL
Hellinger
KS
ℓ1
ℓ2
MovieLens
Calibrated
0.188
23.54
0.212
0.036
0.123
0.415
0.041
Baseline
0.381
28558
2.438
0.176
0.280
0.922
0.189
OpinionQA
Calibrated
0.178
0.298
0.123
0.031
0.154
0.271
0.045
Baseline
0.350
11824
1.300
0.137
0.303
0.520
0.154
Table 6: Distributional prediction results trained with CDF ℓ1 loss, evaluated on all discrepancy measures. “Calibrated” uses personas + dummy twins. Lower is better. The calibrated ensemble substantially outperforms the uniform-weight baseline across all metrics and both datasets.
Figure 8: True rating distribution (blue), calibrated ensemble (orange), and uniform-weight baseline (green) for a held-out MovieLens question. The calibrated ensemble closely matches the true distribution, while the baseline shows systematic bias and missing support.
Figure 9: Histogram of variance ratios (predicted variance / true variance) on MovieLens (trained with ℓ1 loss). The calibrated ensemble (orange) achieves variance ratios closer to 1 compared to the baseline (blue), indicating better variance retention.
Appendix figures & tables3 assets
Supplementary material from the paper’s appendix.
Appendix
Figure 10: SVD diagnostics (cumulative variance explained) for MovieLens (left; zero-shot DT baseline) and Twin-2K-500 (right; default persona construction: text, GPT-4.1-mini). Both the real human response matrix Y and the DT response matrix Y~ exhibit strong low-rank structure.
Large language models (LLMs) are increasingly used to generate synthetic survey respondents and digital twins of real people, but whether their output preserves real human statistical structure, rather than surface plausibility, remains unresolved, and most existing evidence comes from proprietary models rather than open-weight ones. We evaluate three open-weight LLM families on a cross-instrument calibration task: conditioning personas on real respondents' verbatim answers to one psychometric instrument and measuring them on a second, construct-distance-controlled instrument, checked against a 2,058-person human panel. Across a 139-pair grid, the simulated cross-instrument correlation tracks the real human correlation at r = 0.70 - 0.73 in every model, driven mainly by correct sign rather than precise magnitude and concentrated in pairs of moderate construct distance. A correlation of this magnitude, obtained from untuned open-weight models conditioned only on individual-level survey data, is a substantively encouraging result for LLM-based behavioral simulation and digital-twin applications: specific model families and releases already reproduce a meaningful share of real human cross-instrument structure without any fine-tuning. This capability does not, however, improve monotonically across model releases: on a matched panel, the newest of three tested Llama releases performs worst on two of three headline metrics, so realizing its promise in practice requires release-specific, distance-aware verification rather than a one-time benchmark.
Grandee Lee, Wang Yue
Singapore University of Social Sciences Singapore, Singapore
LLM-based digital twins promise to reduce repeated human data collection by generating person- specific responses, yet existing evaluations provide little evidence about whether they can reduce human measurement while preserving valid inference. To address this, we introduce statistical substitutability, an inferential criterion that evaluates the extent to which twin predictions can reduce human measurement for a particular estimand while preserving valid inference. We develop a framework, grounded in mixed-subject and prediction-powered inference, that evaluates statistical substitutability along four dimensions: aggregate fidelity, paired respondent-level signal, finite-sample human-label recovery, and stability across populations. Across two empirical evaluations spanning behavioral experiments, multiple models, and alternative respondent representations, we find that digital twins can reproduce average human effects while providing little information about which individuals differ from those averages. Newer models and richer respondent information improve some dimensions of performance but do not reliably translate into human-data savings. Human calibration can reduce aggregate prediction error, yet limited labeled samples often fail to produce stable precision gains. Importantly, these findings demonstrate that behavioral fidelity is neither necessary nor sufficient for statistical substitutability. More broadly, they suggest that AI-generated evidence should be evaluated based on its ability to support valid scientific inference rather than its ability to reproduce human outcomes alone. Digital twins should therefore be judged for confirmatory use by whether they reduce uncertainty about human quantities, not merely by whether they reproduce human means, distributions, or effects.
Large Language Model personas, explicit profiles specifying a user's attributes, preferences, and behavioural tendencies, are increasingly used to simulate human conversations for user modelling, social reasoning, and behavioural analysis. Evaluating whether such simulations faithfully reflect human conversational behaviour is critical, yet current practice often relies on LLM-as-a-judge approaches that provide limited grounding in observable behaviour and produce opaque scalar scores. We present Eval4Sim, an evaluation framework that measures alignment between simulated and human conversations across three dimensions: adherence, whether persona traits are recoverable from dialogue via dense retrieval; consistency, whether a persona maintains a distinguishable stylistic identity via authorship verification; and naturalness, whether conversations exhibit human-like turn-to-turn flow via dialogue NLI. Unlike optimization-oriented metrics, each dimension takes a human corpus as a reference baseline and penalizes deviations in both directions, distinguishing insufficient persona encoding from over-optimized, unnatural behaviour. The framework is corpus-agnostic: any persona-annotated conversational dataset can serve as the reference. Evaluated over ten simulation corpora, Eval4Sim surfaces systematic trade-offs invisible to single-score methods.
Eliseo Bao, Anxo Perez, Javier Parapar +1
IRLab, CITIC, Universidade da Coruña A Coruña, Spain · University of Sheffield Sheffield, United Kingdom