SimPersona: Learning Discrete Buyer Personas from Raw Clickstreams for Grounded E-Commerce Agents
Authors: Zahra Zanjani Foumani, Alberto Castelo, Shuang Xie et al.
Summary
arXiv:2605. 14205v1 Announce Type: new Abstract: LLM-based web agents can navigate live storefronts, yet they often collapse to a single "average buyer" policy, failing to capture the heterogeneous and distributional nature of real buyer populations.
Relevance
Read next because SimPersona: Learning Discrete Buyer Personas from Raw Clickstreams for Grounded E-Commerce Agents overlaps with clean result "LoRA persona trained on alone emits at 23.5% when a co-trained partner learns ..., vs 0% control on Qwen2.5-7B-Instruct (MODERATE confidence)", clean result "Leakage rate is a usable signal for recovering trigger-shaped phrases on Gaperon-1125-1B without knowing the hidden trigger itself (MODERATE confidence)", clean result "Language-mismatch LoRA SFT on Qwen2.5-7B leaks the trained completion language into bystander directives the model was never trained on, absent under same-language SFT (LOW confidence)". Matching terms: code, text, persona, alignment, distributional, eval, source, token. Source: arxiv cs.AI (Artificial Intelligence).
Abstract
arXiv:2605.14205v1 Announce Type: new Abstract: LLM-based web agents can navigate live storefronts, yet they often collapse to a single "average buyer" policy, failing to capture the heterogeneous and distributional nature of real buyer populations. Existing personalization methods rely on hand-crafted prompt-based personas that are brittle, difficult to scale, context-inefficient, and unable to faithfully represent population-level behavior. We introduce SimPersona, a novel framework that learns discrete buyer types from historical traffic and exposes them to LLM-based web agents as compact persona tokens. Given raw clickstreams, a behavior-aware VQ-VAE induces a discrete buyer-type space that captures the statistical structure of real buyer behavior and merchant-specific buyer population distributions. To provide behavior-specific guidance to LLM-based web agents, SimPersona maps each learned buyer type to a dedicated persona token in the LLM agent vocabulary and fine-tunes the agent with these tokens on real browsing traces. At inference, each synthetic buyer is assigned to a learned buyer type with a single encoder forward pass, requiring no retraining or store-specific prompt engineering. For population-level simulation, SimPersona samples buyer types from each merchant's empirical distribution over the learned VQ-VAE codebook and instantiates agents with the corresponding persona tokens, preserving merchant-specific buyer population distributions. Evaluated on $8.37$M buyers across $42$ held-out live storefronts, SimPersona achieves $78%$ conversion-rate alignment with real buyers, exhibits interpretable behavioral variation across buyer types, and outperforms a baseline with $8\times$ more parameters on goal-oriented shopping tasks. We further release an open-source data pipeline that converts raw e-commerce event logs into buyer representations and agent-training traces.