VerbalValue: A Socially Intelligent Virtual Host for Sales-Driven Live Commerce

We present SalesSim, a framework and testbed for evaluating the ability of Multimodal Large Language Models (MLLMs) to simulate realistic, persona-driven customer behavior in multi-turn, multi-modal, tool-augmented online retail conversations. Unlike prior work that treat user simulation as surface-level dialogue generation, SalesSim models retail interaction and decision-making as a grounded, agentic process, where shoppers with diverse backgrounds, preferences, and dealbreakers interact with a sales agent, seek clarifications, and make informed purchasing decisions. For evaluation, we design a suite of metrics centered on decision alignment, measuring the consistency between the simulator's actions and its persona specifications, as well as conversational quality. We find several behavioral gaps after benchmarking 6 open and closed-source state-of-the-art models. First, while models produce fluent conversations, they display significantly lower lexical diversity and overdisclosure of criteria across personas compared to human conversations. Second, models tend to be persuaded by sales agent suggestions and drift from persona specifications. Even the strongest model achieves less than 79% average alignment with its underlying persona specifications. To make progress on these limitations, we propose UserGRPO, a multi-turn, multi-objective reinforcement learning recipe to optimize both conversational fluency and decision alignment under persona specifications. Our experiments demonstrate that UserGRPO boosts decision alignment of the baseline model by 13.8% while improving conversational quality. By introducing SalesSim, we provide a new testbed for the community to investigate and improve the adherence of user simulators in goal-oriented settings.

Reliable proactive agents must choose an action and judge whether current evidence is sufficient to act. We study retail service from sparse third-person video: before an explicit customer request, an agent must use limited human-object interaction evidence to intervene or remain silent. Physical grounding here means converting observations into task-relevant retail state, not modeling low-level dynamics. We introduce the Proactive Intent World Model (PIWM): See constructs the perceptual basis, Foresee models counterfactual consequences, and Act selects an action. Performance is poor when the agent must extract information from raw video and decide directly, but improves substantially with structured inputs extracted and annotated from a professional retail perspective. AIDA-stage constraints and BDI-state ablations further support role- and goal-directed selection and organization of decision-relevant cues. Counterfactual prediction performs well in standalone evaluation, yet planning methods that query these forecasts at inference time degrade sharply: locally useful consequence prediction does not reliably improve action selection. This gap may reflect incomplete process understanding, uncertainty in fine-grained single-step outcomes, and insufficient joint modeling of scenes and temporal evolution. Hold remains the hardest action in structured-state evaluation, exposing a related challenge in temporal awareness. PIWM advances static intent recognition toward intent world modeling by organizing observations under task knowledge, anticipating candidate interventions, and treating intervention and non-intervention jointly. Future work will introduce long-horizon interaction trajectories and temporal consequence supervision to improve sustained reasoning and intervention timing.

In vibe coding, people describe software in natural language and delegate implementation to AI agents. By analogy, vibe commerce allows people to express buying or selling goals in natural language and delegate the corresponding tasks to agents. Commerce, however, requires independently controlled Buyer and Merchant agents to interact in a shared market while preserving their private objectives and distinct authority. We introduce Agentic Commerce World (ACWorld), an environment for evaluating such agents across ongoing transactions. Through its Vibe Commerce Protocol (VCP), ACWorld validates agent actions before updating shared transaction state and records the resulting interactions, making agent behavior auditable and evaluation reproducible. The ACWorld Benchmark contains a 200-task capability-coverage track and a 60-task large-catalog track that searches 785,022 transactable listings. Across ten models, mean scores range from 65.9% to 85.6% and from 56.1% to 91.4%, respectively. Our analysis shows that process-level evidence is necessary: final state alone can miss evaluated errors, incomplete trajectories still retain useful process signals, and large-catalog tasks expose bottlenecks across stages.