Paying for Honesty Without Knowing the Truth: Reputation-Penalty Design for LLM Marketplace Agents

Large language models (LLMs) now serve as conversational shopping assistants on platforms that also sell advertising. These AI agents face a conflict of duty. They advise consumers who rely on their judgment, yet are deployed by platforms that benefit when sponsored listings are chosen. Sponsorship disclosures, designed to allow consumers to penalize paid placements, now reach the AI agent rather than the consumer, and the agent's evaluation of them is hidden from the consumer. Drawing on the fiduciary concept of conflict of duty, we argue that an agent's evaluation of a sponsored listing should not depend on which party deployed it. In controlled choice experiments, we manipulate assigned roles in the system prompt to name either a traveler or a booking platform as the agent's principal. Platform delegation significantly attenuates the penalty that agents apply to sponsored listings and weakens the skepticism that disclosure triggers in their reasoning traces. We replicate out findings across LLMs and reasoning depths. A second study decomposes the disclosure label and shows that the divergence between the two delegates widens significantly when the paid placement is attributed to the platform. Stricter terminology ("Sponsored" instead of "Promoted") lowers choice of paid listings but does not close this gap when the platform is named. The findings show that disclosure mandates designed for human consumers cannot by themselves protect consumers in AI-mediated commerce.

Agent-based modeling (ABM) has long been used in economics to study human behavior, and large language model (LLM) agents now enable new forms of social and economic simulation. While prior work has discovered strategic deception by LLM agents in financial trading and auction markets, e-commerce remains underexplored despite its distinctive information asymmetry: sellers privately observe product quality, whereas buyers rely on advertised claims and reputation signals. We introduce TruthMarketTwin, a controlled simulation framework for studying LLM-agent behavior in e-commerce markets. The framework is one of the first to model bilateral trade under asymmetric information sharing, where agents make strategic listing, purchasing, rating, and recourse-related decisions to optimize seller profit and buyer utility. We find that LLM agents released into traditional markets autonomously exploit weaknesses in reputation-based governance, while warrant enforcement reduces deception and reshapes strategic reasoning. Our results position LLM-agent simulation as a tool for studying institution-governed autonomous markets.

In this work we study agents in simulated bargaining scenarios, where a buyer and a seller communicate through a text channel and attempt to negotiate mutually beneficial trades, under different information regimes (complete information, information asymmetry or mutual uncertainty). We evaluate their performance w.r.t. game-theoretical solutions and further investigate their honesty (their tendency to disclose or withhold information or to mislead and deceive) as well as their credulity (their tendency to trust or distrust information provided by the other agent). We study zero-shot LLM agents with simple prompting scaffolding as well as fine-tuned agents, in order to investigate whether optimising the agents to maximise financial profits makes them stronger negotiators but also more dishonest and less trusting. We find that off-the-shelf LLMs all substantially deviate from game-theoretical equilibria, they attempt to lie about their private information but cannot efficiently exploit information asymmetries. Fine-tuning on financial utility makes the agents stronger at achieving better deals but also more dishonest, highlighting the risks that optimising agents for a task can have on their safety. We release our code and a dataset of bargaining scenarios.