Sustained Impact of Agentic Personalisation in Marketing: A Longitudinal Case Study

Deploying language agents in real applications demands more than the right answer: an agent must execute a multi-step business process correctly, follow domain-specific rules, and interact with a user across a dialogue, where the gap between saying and doing is the gap between a satisfied customer and a real loss. We argue that a deployable-agent benchmark should jointly assess four facets: the outcome an agent reaches, the trajectory it takes, its operational viability, and its policy compliance. Customer relationship management (CRM), where mutable records meet operational rules and consequential effects, exercises all four. We introduce CRM-Agent-Bench, an execution-grounded benchmark of 555 stateful, multi-turn tasks across nine business domains and 36 capability tags. Each task supplies a task-specific executable contract drawn from checks over actions, arguments, order, response, target state, and protected state; success is the strict conjunction of the checks declared for that task. We evaluate the complete agent system through these contracts and report scored coverage, latency, and cost. Across sixteen systems evaluated on the audited final release, strict success spans 64.32% to 83.60%; the closely grouped leading systems nonetheless diverge sharply in cost and per-domain reliability. CRM-Agent-Bench offers an auditable framework for measuring contract-grounded business-transaction integrity and adherence to task-declared benchmark policies, with a portable structure designed for extension as models improve. Github repository: https://github.com/salesforce-misc/crm-agent-bench

Large language models have enabled agentic systems that reason, plan, and interact with tools and environments to accomplish complex tasks. As these agents operate over extended interaction horizons, their effectiveness increasingly depends on adapting behavior to individual users and maintaining continuity across interactions, giving rise to personalized LLM-powered agents (PLAs). In such long-term, user-dependent settings, personalization permeates the entire decision pipeline rather than remaining confined to surface-level response generation. This survey provides a capability-oriented review of personalized LLM-powered agents. Existing work is organized around four interdependent capabilities: profile modeling, memory, planning, and action execution. Using this taxonomy, representative methods are synthesized and analyzed to illustrate how user signals are represented, propagated, and utilized across the agent pipeline, highlighting cross-component interactions and recurring design challenges. Evaluation metrics and benchmarking paradigms tailored to personalized agents are further examined, along with application scenarios ranging from conversational assistants to domain-specific expert systems. By clarifying the design space of personalization in agent systems, this survey provides a structured foundation for developing more user-aligned, adaptive, and deployable LLM-powered agents.

As LLM-based agents are increasingly used in long-term interactions, cumulative memory is critical for enabling personalization and maintaining stylistic consistency. However, most existing systems adopt an ``all-or-nothing'' approach to memory usage: incorporating all relevant past information can lead to Memory Anchoring, where the agent is trapped by past interactions, while excluding memory entirely results in under-utilization and the loss of important interaction history. We show that an agent's reliance on memory can be modeled as an explicit and user-controllable dimension. We first introduce a behavioral metric of memory dependence to quantify the influence of past interactions on current outputs. We then propose Steerable Memory Agent, SteeM, a framework that allows users to dynamically regulate memory reliance, ranging from a fresh-start mode that promotes innovation to a high-fidelity mode that closely follows interaction history. Experiments across different scenarios demonstrate that our approach consistently outperforms conventional prompting and rigid memory masking strategies, yielding a more nuanced and effective control for personalized human-agent collaboration.