Xingrun Chen | Searcharxiv

arXiv2026

CustomerSim: Benchmarking and Aligning Multimodal Language Models as Retail User Simulators

We present CustomerSim, an environment and benchmark to evaluate the extent to which Multimodal Large Language Models (MLLMs) can simulate realistic, persona-driven customer behavior in chat-based retail environments. While prior work treats user simulation as surface-level dialog generation, we focus on a model's ability to seek information and make decisions that adhere to customer specifications in multiturn, agentic simulations. CustomerSim consists of a human-curated set of 360 personas over five product categories, alongside a suite of metrics measuring consistency between a customer simulator's actions and its specifications and conversational quality. We find several behavioral gaps across five open and closed-source state-of-the-art models. First, while models produce fluent conversations, they display significantly lower lexical diversity than human shoppers, and open-source models overdisclose their criteria in the opening turn. Second, models tend to be persuaded by sales agent tone and drift from persona specifications. Even the strongest closed-source models, Claude Opus 4.8 and GPT-5.6 Sol, achieves <74% alignment with its persona specifications. To address these limitations, we propose UserGRPO, a multi-turn, multi-objective reinforcement learning recipe optimizing both conversational fluency and decision alignment under persona specifications. UserGRPO raises the decision alignment of the baseline model from 0.417 to 0.652, a gain of 23.5 points, without meaningful cost to conversational quality, and these gains transfer to held-out product categories. We further find that stylistic prompting is the only intervention that makes surface form more human-like, yet it nearly halves persona adherence. Through CustomerSim, we provide a testbed for the community to investigate and improve the adherence of user simulators in goal-oriented settings.

cs.CL↗

arXiv2025

InsideOut: Measuring and Mitigating Insider-Outsider Bias in Interview Script Generation

Advancements in Large language models (LLMs) have enabled a variety of downstream applications like story and interview script generation. However, recent research raised concerns about culture-related fairness issues in LLM-generated content. In this work, we identify and systematically investigate LLMs' insider-outsider bias, a phenomenon where models position themselves as "insiders" of mainstream cultures during generation while externalizing less dominant cultures. We propose the InsideOut benchmark with 4,000 generation prompts and three evaluation metrics to quantify this bias through a culturally situated interview script generation task, in which an LLM is positioned as a reporter interviewing local people across 10 diverse cultures. Empirical evaluation on 5 state-of-the-art LLMs reveals that while models adopt insider tones in over 88% US-contexted scripts on average, they disproportionately default to "outsider" stances for non-Western cultures. To mitigate these biases, we propose 2 inference-time methods: a baseline prompt-based Fairness Intervention Pillars (FIP) method, and a structured Mitigation via Fairness Agents (MFA) framework consisting of a Single-Agent (MFA-SA), a Hierarchical-Agent (MFA-HA), and an autonomous Agentic Planning (MFA-Plan) pipeline. Empirical results demonstrate that agent-based MFA methods achieve outstanding and robust performance in mitigating the insider-outsider bias: For instance, on the Cultural Alignment Gap (CAG) metric, MFA-SA reduces bias in Llama model by 89.70 % and MFA-HA mitigates bias in Qwen by 82.54%. These findings showcase the effectiveness of agent-based methods as a promising direction for mitigating biases in generative LLMs.

cs.CL↗