cs.AIOct 18, 2026

BrandEval: A Two-Track Multi-Agent Benchmark for Risk-Sensitive LLM Crisis Communication

Authors: Haotian Gan, Weidong Tang, Hanbin Sun, Yi Luo, Xintian Li, Jiayong Wang, WanYue Li, Yudong Li

Organizations: Shaanxi University of Science and Technology · China Agricultural University · Tianjin University · Tsinghua University · 

Abstract

Evaluating LLMs for crisis communication requires more than judging isolated responses, because public feedback and competitor actions can reshape trust over time. Existing benchmarks remain largely static and single-turn, offering limited evidence about long-horizon risk-sensitive communication. We introduce BrandEval, a two-track benchmark for product-crisis communication, focusing on public brand responses to product-related safety, quality, service, and trust incidents. BrandEval-Static evaluates stakeholder-aware strategic analysis, while BrandEval-Dynamic stress-tests response policies in BrandPolis, a controlled multi-agent sandbox with consumer feedback, competitor responses, and trust-risk trajectories. We also construct BrandSRD, a Chinese crisis-response dataset, and instantiate a reference Strategic Agent using Strategic Rationale (SR). Across proprietary and open-source models, we find that static strategic quality is informative but incomplete: it aligns with some end-state outcomes but does not reliably predict volatility and delayed recovery; dynamic stress tests further expose tail-risk failures under manipulative or weakly grounded policies. The code and dataset will be available at https://github.com/htgan-ai/BrandEval.

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