Large Behavior Model: A Promptable Digital Twin of the Retail Customer

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.

Human daily behavior unfolds as complex sequences shaped by intentions, preferences, and context. Effectively modeling these behaviors is crucial for intelligent systems such as personal assistants and recommendation engines. While recent advances in deep learning and behavior pre-training have improved behavior prediction, key challenges remain--particularly in handling long-tail behaviors, enhancing interpretability, and supporting multiple tasks within a unified framework. Large language models (LLMs) offer a promising direction due to their semantic richness, strong interpretability, and generative capabilities. However, the structural and modal differences between behavioral data and natural language limit the direct applicability of LLMs. To address this gap, we propose Behavior Understanding Alignment (BUA), a novel framework that integrates LLMs into human behavior modeling through a structured curriculum learning process. BUA employs sequence embeddings from pretrained behavior models as alignment anchors and guides the LLM through a three-stage curriculum, while a multi-round dialogue setting introduces prediction and generation capabilities. Experiments on two real-world datasets demonstrate that BUA significantly outperforms existing methods in both tasks, highlighting its effectiveness and flexibility in applying LLMs to complex human behavior modeling.

Many decision-support settings require systems that adapt to individual users, but evaluation data for this problem remain limited. Existing benchmarks for user understanding often rely on simulated users or model-generated behavior, even though recent work cautions that model-based simulations can diverge systematically from human behavior. We introduce \textsc{BehaviorBench}, a benchmark for evaluating personalized decision modeling from real-world behavioral traces. \textsc{BehaviorBench} reconstructs wallet-level decision histories from observed public prediction-market and on-chain records, and organizes them into two complementary task layers: \emph{Belief prediction}, which predicts a user's final revealed stance and confidence in a market, and \emph{Trade prediction}, which predicts the direction and amount of individual transactions. Across 2,000 evaluation wallets, the benchmark contains 141,445 Belief instances and 1,485,972 Trade instances, with disjoint support pools for retrieval-based evaluation. We evaluate frontier and open-weight generative models under four history interfaces: no personalization, direct recent history, generated user profiles, and retrieved support-wallet evidence. Personalization improves Belief prediction more consistently than Trade prediction, model rankings change across task layers and metrics, and different history interfaces expose different failure modes. \textsc{BehaviorBench} provides an evaluation setting for studying whether personalized methods can use real-world behavioral evidence rather than simulated users alone.