Organizations: IBM T.J. Watson Research Center Yorktown Heights, New York, 10598, U.S.A.
Abstract
We introduce a causal aware foundation-model framework for real time optimal decision making in discrete choice environments. We propose a constrained triple-head price optimization (C3PO) network to solve a bilevel decision problem in which a service provider selects an optimal assortment while heterogeneous users make personalized acceptance or rejection choices optimizing their own personalized preferences. C3PO integrates imitation learning of prices, multi-task learning of revenue responses, and in context learning of price elasticity to generate pricing recommendations while adhering to business constraints. During inference, frontier model prompting retrieves an enhanced elasticity prior for new products from behavioral economics literature, improving pricing effectiveness. We demonstrate strong in context learning performance using simulated, synthetic, and real-world datasets. C3PO is trained on simulated data generated from multiple classical discrete choice models in economics. The model is trained on data comprising simulated customer segments and counterfactual action and outcome pairs and evaluated on randomly generated choice environments with no access to the underlying preference structure. The trained model consistently improves the pricing KPIs, with gains increasing as customer price sensitivity increases. We also deploy the tuned foundation model for optimal pricing in real-world applications such as healthcare, tender pricing, airline ancillary pricing, and other domains, achieving substantial gains across multiple products, markets, and divisions.
We introduce COAT (Counterfactual Optimal Action Tree), a framework for learning interpretable prescriptive policies from observational data. COAT combines counterfactual outcome estimation with large-scale mixed-integer optimization, using column generation to translate causal predictions into feasible, transparent decisions under business and regulatory constraints. We apply COAT to airline ancillary pricing, a setting characterized by complex business rules and limited experimental flexibility. In a 17-week field pilot with a major global airline, COAT increased upsell revenue per booking by 6.9%, with the airline projecting $50-$150 million in incremental annual premium seat revenue across eligible domestic markets. The success of the pilot led to scaled adoption and informed broader AI-driven decision initiatives within the organization.
Youssef Drissi, Markus Ettl, Shivaram Subramanian +2
Tabular foundation models achieve strong accuracy on choice prediction tasks, but their predictions often violate the economic logic those tasks require: raising a price can increase predicted demand, implied willingness-to-pay estimates are frequently negative or implausible, and unavailable alternatives receive nonzero probability. We propose a two-stage adapter that takes a foundation model's predicted choice probabilities as a precomputed feature and embeds them inside a multinomial logit's utility. In Stage 1, we fit the multinomial logit's structural coefficients by maximum likelihood with sign constraints; in Stage 2, we freeze those coefficients and fit a small neural correction operating on the foundation model's predictions. We prove that this composition exactly preserves the multinomial logit's marginal rate of substitution, so analytically computable value-of-time becomes a mathematical guarantee rather than an empirical accident. Across three datasets and two foundation models, the adapter gains 6.4 percentage points (pp) of test accuracy on average over the multinomial logit and up to 12.8 pp, maintains 100% cost monotonicity, and produces values of time within the published transportation-economics range on the transportation datasets. Performance degrades gracefully under foundation-model context restriction, retaining at least 6 pp of accuracy gain even at 10% of the original foundation-model context.
Large-scale targeting and recommendation systems are typically built around predictive scores fed into heuristic or local allocation. When the business goal is incremental impact, as in marketing campaigns, incentives, and notifications, this paradigm systematically misallocates resources toward users who would have acted anyway. We present a decision-centric framework that instead optimizes causal effects under global constraints, aligning three components under a single objective: a causal neural network with a Transformer backbone for individual treatment-effect estimation, a Bayesian neural-bandit layer for uncertainty-aware exploration, and a dual-based large-scale linear-programming layer for constrained allocation. The framework also supports sequential context and multi-outcome, attribute-conditioned scoring through a Transformer encoder and outcome embeddings. We evaluate it with offline simulations on a public bandit dataset, targeted architectural ablations, and an online A/B test on LinkedIn Feed marketing traffic. We also distill production lessons on causal training-data construction and cost and delivery control, which were critical to successful deployment. The end-to-end treatment policy delivered a statistically significant +7.20% lift in the primary long-term-value metric, demonstrating the feasibility of production-scale causal optimization under business constraints.