The Dynamic Verifiable Multi-Agent Human Agentic Loyalty Loop (DVM-HALL) Model and the Net Human-Agent Score (NHAS) in Autonomous Commerce
Authors: Sai Srikanth Madugula, Peplluis Esteva de la Rosa, Daya Shankar
Organizations: School of Technology, Woxsen University, Hyderabad, Telangana 502345, India · Universitat de Girona, 17004 Girona, Spain · School of Sciences, Woxsen University, Hyderabad, Telangana 502345, India
Abstract
The rapid proliferation of Agentic Artificial Intelligence fundamentally disrupts traditional customer loyalty paradigms. As AI evolves from passive recommendation algorithms to autonomous, goal-directed agents capable of executing purchasing decisions, the conventional understanding of consumer-brand relationships requires a structural reevaluation. By synthesizing extant literature across human-machine teaming, consumer decision-making, and algorithmic trust dynamics, we demonstrate that traditional loyalty models fail to account for algorithmic bounded rationality and constructed autonomy. To address this, we introduce the Dynamic Verifiable Multi-Agent Human Agentic Loyalty Loop (DVM-HALL) model. We formalize brand choice via a softmax probability formulation where human emotional equity, agentic machine-experience utility, calibrated trust, delegated authority, and verifiable execution jointly determine selection. The model features recursive updating mechanisms to dynamically calibrate trust and delegation after each interaction. Crucially, the framework integrates a verifiable execution layer for Decentralized Finance (DeFi) and tokenized loyalty settings, incorporating execution risks -- such as gas costs, slippage, MEV exposure, and smart-contract vulnerabilities -- as core predictors of agentic brand preference. Furthermore, we introduce the Net Human-Agent Score (NHAS), an auditable, risk-weighted metric designed to measure human-agent alignment using human feedback, execution logs, benchmark comparisons, and verifiable receipts. Finally, we propose a comprehensive three-stage empirical validation plan spanning controlled shopping experiments, multi-agent market simulations, and DeFi testbeds. This framework provides the foundational theory required for brands to navigate the impending transition toward machine customers.
Agentic commerce protocols such as AP2 and ACP define mechanisms for secure agent-initiated transactions but do not provide interoperable, tamper-evident auditability or verifiable temporal ordering of events across heterogeneous domains. This paper addresses these gaps by proposing a verifiable global event timeline for agentic commerce, constructed from four core components: canonical event schemas that enforce deterministic serialization, deterministic batch formation ensuring reproducible ordering without reliance on synchronized clocks, Merkle-based append-only commitments providing logarithmic-cost inclusion proofs, and blockchain anchoring establishing a tamper-evident temporal backbone. Building on this infrastructure, we introduce a cryptographically signed fraud marker that binds risk labels to anchored evidence through an unforgeable provenance chain, and a dataset lineage model enabling reproducible, tamper-evident AI training pipelines. Empirical results from a prototype implementation demonstrate: Merkle tree construction processes 50,000 events in 47 milliseconds; end-to-end verification completes in under 0.013 milliseconds regardless of batch size; inclusion proof sizes grow logarithmically from 320 bytes at 1,000 events to 512 bytes at 50,000 events; and Merkle-based verification outperforms linear scan by 14.4x at 50,000 events.
The deployment of Large Language Models (LLMs) as autonomous economic agents introduces systemic risks that extend beyond individual capability failures. As agents transition to directly interacting with marketplaces, their collective behavior can amplify volatility and mask deception at scale. We introduce the Agent Bazaar, a multi-agent simulation framework for evaluating Economic Alignment, the capacity of agentic systems to preserve market stability and integrity. We identify two failure modes: (1) Algorithmic Instability in a B2C market ("The Crash"), where firms amplify price volatility until the market collapses, and (2) Sybil Deception in a C2C market ("The Lemon Market"), where a single deceptive agent controlling multiple coordinated seller identities floods the market with fraudulent listings, eroding trust and consumer welfare. We evaluate frontier and open-weight models across both scenarios and find that models largely fail to self-regulate, with failure severity varying by model rather than by size. We propose economically aligned harnesses, Stabilizing Firms and Skeptical Guardians, that improve outcomes but remain fragile under harder market conditions. To close this gap, we train agents with REINFORCE++ using an adaptive curriculum, producing a 9B model that outperforms all evaluated frontier and open-weight models. We propose the Economic Alignment Score (EAS), a 4-component scalar metric aggregating stability, integrity, welfare, and profitability, enabling direct cross-model comparison. Our results show that economic alignment is orthogonal to general capability and can be directly trained with targeted RL.
Large language models (LLMs) are increasingly deployed as autonomous agents that make consumption decisions on behalf of users. This shift raises fundamental questions for consumer theory, which has traditionally modeled humans as the primary decision-makers. In this paper, we introduce LLM Consumer Behavior Theory, a new field of study concerned with analyzing consumer behavior in agentic markets. Drawing on classical and behavioral economics alongside recent advances in Natural Language Processing, we formalize how human preferences are reflected and acted upon by LLM-based agents, and how agent-level decisions aggregate into market demand. We unify previously fragmented literature on LLM decision-making, human behavior simulation, and preference elicitation under a common economic lens, highlighting where assumptions, such as rationality and heterogeneity, may fail in agentic markets. Rather than providing empirical validation, this paper outlines the scope of LLM consumer behavior and identifies open research questions related to alignment, preference representation, and market dynamics.