Large Language Model-Based Role-Play Simulation

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.

Text-based role-playing models can imitate character styles, but often fail to capture scene atmosphere and evolving tension, which are crucial for immersive applications such as VR games and interactive narratives. We study video-grounded role-playing dialogue and introduce EBM-RL (Eye--Brain--Mouth Reinforcement Learning), a decoupled GRPO-based framework that separates observation (<perception>), reasoning (<think>), and utterance generation (<answer>). This design mimics the human See-Think-Speak process, enabling the model to ground dialogue in visual perception before reasoning and response generation. To optimize this See-Think-Speak process, EBM-RL integrates complementary rewards for scene--text alignment, perceptual--cognitive utility, answer faithfulness, and format consistency. Extensive experiments show that EBM-RL substantially outperforms text-only role-playing baselines and larger-scale vision-language models on our immersive role-playing benchmark, improving both visual-atmosphere consistency and character authenticity. Moreover, EBM-RL demonstrates strong zero-shot transfer to out-of-domain VideoQA benchmarks without additional fine-tuning. We also release an open-source dataset for video-grounded role-playing dialogue.

Mental health is a growing global concern, prompting interest in AI-driven solutions to expand access to psychosocial support. Peer support, grounded in lived experience, offers a valuable complement to professional care. However, variability in training, effectiveness, and definitions raises concerns about quality, consistency, and safety. Large Language Models (LLMs) present new opportunities to enhance peer support interactions, particularly in real-time, text-based interactions. We present and evaluate an AI-supported system with an LLM-simulated distressed client (SimClient), context-sensitive LLM-generated suggestions (Suggestions), and real-time emotion visualisations. 2 mixed-methods studies with 12 peer supporters and 6 mental health professionals (i.e., experts) examined the system's effectiveness and implications for practice. Both groups recognised its potential to enhance training and improve interaction quality. However, we found a key tension emerged: while peer supporters engaged meaningfully, experts consistently flagged critical issues in peer supporter responses, such as missed distress cues and premature advice-giving. This misalignment highlights potential limitations in current peer support training, especially in emotionally charged contexts where safety and fidelity to best practices are essential. Our findings underscore the need for standardised, psychologically grounded training, especially as peer support scales globally. They also demonstrate how LLM-supported systems can scaffold this development--if designed with care and guided by expert oversight. This work contributes to emerging conversations on responsible AI integration in mental health and the evolving role of LLMs in augmenting peer-delivered care.