See, Think, Act: Online Shopper Behavior Simulation with VLM Agents

LLMs have recently demonstrated strong potential in simulating online shopper behavior. Prior work has improved action prediction by applying SFT on action traces with LLM-generated rationales, and by leveraging RL to further enhance reasoning capabilities. Despite these advances, current approaches rely on text-based inputs and overlook the essential role of visual perception in shaping human decision-making during web GUI interactions. In this paper, we investigate the integration of visual information, specifically webpage screenshots, into behavior simulation via VLMs, leveraging OPeRA dataset. By grounding agent decision-making in both textual and visual modalities, we aim to narrow the gap between synthetic agents and real-world users, thereby enabling more cognitively aligned simulations of online shopping behavior. Specifically, we employ SFT for joint action prediction and rationale generation, conditioning on the full interaction context, which comprises action history, past HTML observations, and the current webpage screenshot. To further enhance reasoning capabilities, we integrate RL with a hierarchical reward structure, scaled by a difficulty-aware factor that prioritizes challenging decision points. Empirically, our studies show that incorporating visual grounding yields substantial gains: the combination of text and image inputs improves exact match accuracy by more than 6% over text-only inputs. These results indicate that multi-modal grounding not only boosts predictive accuracy but also enhances simulation fidelity in visually complex environments, which captures nuances of human attention and decision-making that text-only agents often miss. Finally, we revisit the design space of behavior simulation frameworks, identify key methodological limitations, and propose future research directions toward building efficient and effective human behavior simulators.

DPRF: A Generalizable Dynamic Persona Refinement Framework for Optimizing Behavior Alignment Between Personalized LLM Role-Playing Agents and Humans

The emerging large language model role-playing agents (LLM RPAs) aim to simulate individual human behaviors, but the persona fidelity is often undermined by manually-created profiles (e.g., cherry-picked information and personality characteristics) without validating the alignment with the target individuals. To address this limitation, our work introduces the Dynamic Persona Refinement Framework (DPRF).DPRF aims to optimize the alignment of LLM RPAs' behaviors with those of target individuals by iteratively identifying the cognitive divergence, either through free-form or theory-grounded, structured analysis, between generated behaviors and human ground truth, and refining the persona profile to mitigate these divergences.We evaluate DPRF with five LLMs on four diverse behavior-prediction scenarios: formal debates, social media posts with mental health issues, public interviews, and movie reviews.DPRF can consistently improve behavioral alignment considerably over baseline personas and generalizes across models and scenarios.Our work provides a robust methodology for creating high-fidelity persona profiles and enhancing the validity of downstream applications, such as user simulation, social studies, and personalized AI.

Customer-R1: Personalized Simulation of Human Behaviors via RL-based LLM Agent in Online Shopping

Simulating step-wise human behavior with Large Language Models (LLMs) has become an emerging research direction, enabling applications in various practical domains. While prior methods, including prompting, supervised fine-tuning (SFT), and reinforcement learning (RL), have shown promise in modeling step-wise behavior, they primarily learn a population-level policy without conditioning on a user's persona, yielding generic rather than personalized simulations. In this work, we pose a critical question: how can LLM agents better simulate personalized user behavior? We introduce Customer-R1, an RL-based method for personalized, step-wise user behavior simulation in online shopping environments. Our policy is conditioned on an explicit persona, and we optimize next-step rationale and action generation via action correctness reward signals. Experiments on the OPeRA dataset emonstrate that Customer-R1 not only significantly outperforms prompting and SFT-based baselines in next-action prediction tasks, but also better matches users' action distribution, indicating higher fidelity in personalized behavior simulation.

SurgWound-Bench: A Benchmark for Surgical Wound Diagnosis

Surgical site infection (SSI) is one of the most common and costly healthcare-associated infections and and surgical wound care remains a significant clinical challenge in preventing SSIs and improving patient outcomes. While recent studies have explored the use of deep learning for preliminary surgical wound screening, progress has been hindered by concerns over data privacy and the high costs associated with expert annotation. Currently, no publicly available dataset or benchmark encompasses various types of surgical wounds, resulting in the absence of an open-source Surgical-Wound screening tool. To address this gap: (1) we present SurgWound, the first open-source dataset featuring a diverse array of surgical wound types. It contains 697 surgical wound images annotated by 3 professional surgeons with eight fine-grained clinical attributes. (2) Based on SurgWound, we introduce the first benchmark for surgical wound diagnosis, which includes visual question answering (VQA) and report generation tasks to comprehensively evaluate model performance. (3) Furthermore, we propose a three-stage learning framework, WoundQwen, for surgical wound diagnosis. In the first stage, we employ five independent MLLMs to accurately predict specific surgical wound characteristics. In the second stage, these predictions serve as additional knowledge inputs to two MLLMs responsible for diagnosing outcomes, which assess infection risk and guide subsequent interventions. In the third stage, we train a MLLM that integrates the diagnostic results from the previous two stages to produce a comprehensive report. This three-stage framework can analyze detailed surgical wound characteristics and provide subsequent instructions to patients based on surgical images, paving the way for personalized wound care, timely intervention, and improved patient outcomes.

Multi-Agent-as-Judge: Aligning LLM-Agent-Based Automated Evaluation with Multi-Dimensional Human Evaluation

Nearly all human work is collaborative; thus, the evaluation of real-world NLP applications often requires multiple dimensions that align with diverse human perspectives. As real human evaluator resources are often scarce and costly, the emerging "LLM-as-a-judge" paradigm sheds light on a promising approach to leverage LLM agents to believably simulate human evaluators. Yet, to date, existing LLM-as-a-judge approaches face two limitations: persona descriptions of agents are often arbitrarily designed, and the frameworks are not generalizable to other tasks. To address these challenges, we propose MAJ-EVAL, a Multi-Agent-as-Judge evaluation framework that can automatically construct multiple evaluator personas with distinct dimensions from relevant text documents (e.g., research papers), instantiate LLM agents with the personas, and engage in-group debates with multi-agents to Generate multi-dimensional feedback. Our evaluation experiments in both the educational and medical domains demonstrate that MAJ-EVAL can generate evaluation results that better align with human experts' ratings compared with conventional automated evaluation metrics and existing LLM-as-a-judge methods.

Shop-R1: Rewarding LLMs to Simulate Human Behavior in Online Shopping via Reinforcement Learning

Large Language Models (LLMs) have recently demonstrated strong potential in generating 'believable human-like' behavior in web environments. Prior work has explored augmenting training data with LLM-synthesized rationales and applying supervised fine-tuning (SFT) to enhance reasoning ability, which in turn can improve downstream action prediction. However, the performance of such approaches remains inherently bounded by the reasoning capabilities of the model used to generate the rationales. In this paper, we introduce Shop-R1, a novel reinforcement learning (RL) framework aimed at enhancing the reasoning ability of LLMs for simulation of real human behavior in online shopping environments Specifically, Shop-R1 decomposes the human behavior simulation task into two stages: rationale generation and action prediction, each guided by distinct reward signals. For rationale generation, we leverage internal model signals (e.g., logit distributions) to guide the reasoning process in a self-supervised manner. For action prediction, we propose a hierarchical reward structure with difficulty-aware scaling to prevent reward hacking and enable fine-grained reward assignment. This design evaluates both high-level action types and the correctness of fine-grained sub-action details (attributes and values), rewarding outputs proportionally to their difficulty. Experimental results show that our method achieves a relative improvement of over 65% compared to the baseline.

OPeRA: A Dataset of Observation, Persona, Rationale, and Action for Evaluating LLMs on Human Online Shopping Behavior Simulation

Can large language models (LLMs) accurately simulate the next web action of a specific user? While LLMs have shown promising capabilities in generating ``believable'' human behaviors, evaluating their ability to mimic real user behaviors remains an open challenge, largely due to the lack of high-quality, publicly available datasets that capture both the observable actions and the internal reasoning of an actual human user. To address this gap, we introduce OPERA, a novel dataset of Observation, Persona, Rationale, and Action collected from real human participants during online shopping sessions. OPERA is the first public dataset that comprehensively captures: user personas, browser observations, fine-grained web actions, and self-reported just-in-time rationales. We developed both an online questionnaire and a custom browser plugin to gather this dataset with high fidelity. Using OPERA, we establish the first benchmark to evaluate how well current LLMs can predict a specific user's next action and rationale with a given persona and <observation, action, rationale> history. This dataset lays the groundwork for future research into LLM agents that aim to act as personalized digital twins for human.

UXAgent: A System for Simulating Usability Testing of Web Design with LLM Agents

Usability testing is a fundamental research method that user experience (UX) researchers use to evaluate and iterate a web design, but\textbf{ how to evaluate and iterate the usability testing study design } itself? Recent advances in Large Language Model-simulated Agent (\textbf{LLM Agent}) research inspired us to design \textbf{UXAgent} to support UX researchers in evaluating and reiterating their usability testing study design before they conduct the real human-subject study. Our system features a Persona Generator module, an LLM Agent module, and a Universal Browser Connector module to automatically generate thousands of simulated users to interactively test the target website. The system also provides an Agent Interview Interface and a Video Replay Interface so that the UX researchers can easily review and analyze the generated qualitative and quantitative log data. Through a heuristic evaluation, five UX researcher participants praised the innovation of our system but also expressed concerns about the future of LLM Agent usage in UX studies.

AgentA/B: Automated and Scalable Web A/BTesting with Interactive LLM Agents

A/B testing experiment is a widely adopted method for evaluating UI/UX design decisions in modern web applications. Yet, traditional A/B testing remains constrained by its dependence on the large-scale and live traffic of human participants, and the long time of waiting for the testing result. Through formative interviews with six experienced industry practitioners, we identified critical bottlenecks in current A/B testing workflows. In response, we present AgentA/B, a novel system that leverages Large Language Model-based autonomous agents (LLM Agents) to automatically simulate user interaction behaviors with real webpages. AgentA/B enables scalable deployment of LLM agents with diverse personas, each capable of navigating the dynamic webpage and interactively executing multi-step interactions like search, clicking, filtering, and purchasing. In a demonstrative controlled experiment, we employ AgentA/B to simulate a between-subject A/B testing with 1,000 LLM agents Amazon.com, and compare agent behaviors with real human shopping behaviors at a scale. Our findings suggest AgentA/B can emulate human-like behavior patterns.

Beyond Believability: Accurate Human Behavior Simulation with Fine-Tuned LLMs

Recent research shows that LLMs can simulate ``believable'' human behaviors to power LLM agents via prompt-only methods. In this work, we focus on evaluating and improving LLM's objective ``accuracy'' rather than the subjective ``believability'' in the web action generation task, leveraging a large-scale, real-world dataset collected from online shopping human actions. We present the first comprehensive quantitative evaluation of state-of-the-art LLMs (e.g., DeepSeek-R1, Llama, and Claude) on the task of web action generation. Our results show that fine-tuning LLMs on real-world behavioral data substantially improves their ability to generate actions compared to prompt-only methods. Furthermore, incorporating synthesized reasoning traces into model training leads to additional performance gains, demonstrating the value of explicit rationale in behavior modeling. This work establishes a new benchmark for evaluating LLMs in behavior simulation and offers actionable insights into how real-world action data and reasoning augmentation can enhance the fidelity of LLM agents.