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Jun 11

GTAlign: Game-Theoretic Alignment of LLM Assistants for Mutual Welfare

Large Language Models (LLMs) have achieved remarkable progress in reasoning, yet sometimes produce responses that are suboptimal for users in tasks such as writing, information seeking, or providing practical guidance. Conventional alignment practices typically assume that maximizing model reward also maximizes user welfare, but this assumption frequently fails in practice: models may over-clarify or generate overly verbose reasoning when users prefer concise answers. Such behaviors resemble the prisoner's dilemma, where individually rational choices lead to socially suboptimal outcomes. The fundamental challenge is the lack of a principled decision making mechanism that mutually benefits both the LLM and the user. We propose Game-Theoretic Alignment (GTAlign), an alignment framework that integrates game-theoretic decision making into both reasoning and training. During reasoning, the model explicitly treats user-LLM interaction as a strategic game: it constructs payoff matrices within its reasoning chain to estimate welfare for both itself and the user, and then selects actions that are mutually beneficial. During training, we introduce a mutual welfare reward that reinforces cooperative responses, aligning model behavior with socially efficient outcomes. In addition, we introduce an inference technique that leverages game-theoretic reasoning to dynamically adapt LLM's response when pricing policies of LLM service change. Extensive experiments demonstrate that GTAlign substantially improves reasoning efficiency, answer quality, and mutual welfare compared to baselines across diverse tasks. The code is available at https://github.com/ulab-uiuc/GTAlign .

Ads in AI Chatbots? An Analysis of How Large Language Models Navigate Conflicts of Interest

Today's large language models (LLMs) are trained to align with user preferences through methods such as reinforcement learning. Yet models are beginning to be deployed not merely to satisfy users, but also to generate revenue for the companies that created them through advertisements. This creates the potential for LLMs to face conflicts of interest, where the most beneficial response to a user may not be aligned with the company's incentives. For instance, a sponsored product may be more expensive but otherwise equal to another; in this case, what does (and should) the LLM recommend to the user? In this paper, we provide a framework for categorizing the ways in which conflicting incentives might lead LLMs to change the way they interact with users, inspired by literature from linguistics and advertising regulation. We then present a suite of evaluations to examine how current models handle these tradeoffs. We find that a majority of LLMs forsake user welfare for company incentives in a multitude of conflict of interest situations, including recommending a sponsored product almost twice as expensive (Grok 4.1 Fast, 83%), surfacing sponsored options to disrupt the purchasing process (GPT 5.1, 94%), and concealing prices in unfavorable comparisons (Qwen 3 Next, 24%). Behaviors also vary strongly with levels of reasoning and users' inferred socio-economic status. Our results highlight some of the hidden risks to users that can emerge when companies begin to subtly incentivize advertisements in chatbots.

  • 5 authors
·
Apr 8

Scaling User Modeling: Large-scale Online User Representations for Ads Personalization in Meta

Effective user representations are pivotal in personalized advertising. However, stringent constraints on training throughput, serving latency, and memory, often limit the complexity and input feature set of online ads ranking models. This challenge is magnified in extensive systems like Meta's, which encompass hundreds of models with diverse specifications, rendering the tailoring of user representation learning for each model impractical. To address these challenges, we present Scaling User Modeling (SUM), a framework widely deployed in Meta's ads ranking system, designed to facilitate efficient and scalable sharing of online user representation across hundreds of ads models. SUM leverages a few designated upstream user models to synthesize user embeddings from massive amounts of user features with advanced modeling techniques. These embeddings then serve as inputs to downstream online ads ranking models, promoting efficient representation sharing. To adapt to the dynamic nature of user features and ensure embedding freshness, we designed SUM Online Asynchronous Platform (SOAP), a latency free online serving system complemented with model freshness and embedding stabilization, which enables frequent user model updates and online inference of user embeddings upon each user request. We share our hands-on deployment experiences for the SUM framework and validate its superiority through comprehensive experiments. To date, SUM has been launched to hundreds of ads ranking models in Meta, processing hundreds of billions of user requests daily, yielding significant online metric gains and improved infrastructure efficiency.

  • 20 authors
·
Nov 15, 2023

GUIDE: A Benchmark for Understanding and Assisting Users in Open-Ended GUI Tasks

Graphical User Interface (GUI) agents have the potential to assist users in interacting with complex software (e.g., PowerPoint, Photoshop). While prior research has primarily focused on automating user actions through clicks and keystrokes, this paradigm overlooks human intention, where users value the ability to explore, iterate, and refine their ideas while maintaining agency. To move beyond automation and toward collaboration, GUI agents must understand what users are doing and why. We introduce GUIDE (GUI User Intent Detection Evaluation), a benchmark that evaluates AI models on their ability to perceive user behavior, infer intent, and provide assistance in open-ended GUI tasks. GUIDE consists of 67.5 hours of screen recordings from 120 novice user demonstrations with think-aloud narrations, across 10 software. GUIDE defines three tasks - (i) Behavior State Detection, (ii) Intent Prediction, and (iii) Help Prediction that test a model's ability to recognize behavior state, reason about goals, and decide when and how to help. Evaluations across eight state-of-the-art multimodal models reveal that all models struggled, achieving only 44.6% and 55.0% accuracy on behavior state and help prediction. However, providing user context significantly improved the performance, raising help prediction by up to 50.2pp, highlighting the critical role of structured user understanding in effective assistance. Our dataset is available at https://guide-bench.github.io.

  • 7 authors
·
Mar 25

Efficient and Responsible Adaptation of Large Language Models for Robust and Equitable Top-k Recommendations

Conventional recommendation systems (RSs) are typically optimized to enhance performance metrics uniformly across all training samples, inadvertently overlooking the needs of diverse user populations. The performance disparity among various populations can harm the model's robustness to sub-populations due to the varying user properties. While large language models (LLMs) show promise in enhancing RS performance, their practical applicability is hindered by high costs, inference latency, and degraded performance on long user queries. To address these challenges, we propose a hybrid task allocation framework designed to promote social good by equitably serving all user groups. By adopting a two-phase approach, we promote a strategic assignment of tasks for efficient and responsible adaptation of LLMs. Our strategy works by first identifying the weak and inactive users that receive a suboptimal ranking performance by RSs. Next, we use an in-context learning approach for such users, wherein each user interaction history is contextualized as a distinct ranking task. We evaluate our hybrid framework by incorporating eight different recommendation algorithms and three different LLMs -- both open and close-sourced. Our results on three real-world datasets show a significant reduction in weak users and improved robustness to subpopulations without disproportionately escalating costs.

  • 4 authors
·
Jan 8, 2025

A Text Classification Framework for Simple and Effective Early Depression Detection Over Social Media Streams

With the rise of the Internet, there is a growing need to build intelligent systems that are capable of efficiently dealing with early risk detection (ERD) problems on social media, such as early depression detection, early rumor detection or identification of sexual predators. These systems, nowadays mostly based on machine learning techniques, must be able to deal with data streams since users provide their data over time. In addition, these systems must be able to decide when the processed data is sufficient to actually classify users. Moreover, since ERD tasks involve risky decisions by which people's lives could be affected, such systems must also be able to justify their decisions. However, most standard and state-of-the-art supervised machine learning models are not well suited to deal with this scenario. This is due to the fact that they either act as black boxes or do not support incremental classification/learning. In this paper we introduce SS3, a novel supervised learning model for text classification that naturally supports these aspects. SS3 was designed to be used as a general framework to deal with ERD problems. We evaluated our model on the CLEF's eRisk2017 pilot task on early depression detection. Most of the 30 contributions submitted to this competition used state-of-the-art methods. Experimental results show that our classifier was able to outperform these models and standard classifiers, despite being less computationally expensive and having the ability to explain its rationale.

  • 3 authors
·
May 18, 2019