Honghui Zhang, Chenmeinian Guo, Yichen Yu et al.
Multimodal retail agents should not only recognize what a customer is doing, but also decide whether and how to assist before an explicit request is made. We study this setting through the See--Infer--Intervene (SII) framework, where a device must see pre-interaction behavior, infer latent customer intent, and act by selecting an appropriate service intervention or choosing to wait. We instantiate SII with the Proactive Intent World Model (PIWM), which represents customer state with AIDA (Attention, Interest, Desire, Action) purchasing phases and BDI (belief, desire, intention) psychological fields, predicts action-conditioned intent transitions, and selects from five response classes: Greet, Elicit, Inform, Recommend, and Hold. We further construct GuidanceSalesBench, a smart-retail benchmark containing state manifests, pre-interaction videos, candidate responses, action-conditioned outcomes, and best-action labels. When conditioned on ground-truth customer state to isolate action selection, PIWM achieves 0.641 macro F1 on 30 held-out target videos, outperforming a zero-shot Qwen2.5-VL-7B baseline and training variants without balanced action supervision; end-to-end video-only selection drops to 0.295, below the 5-class balanced random baseline of 0.414, identifying video-to-state grounding as the dominant deployment-time bottleneck. A preliminary staged real-store pilot (recorded with paid participants performing scripted customer behaviors) reaches 0.579 action macro F1 on 20 fully annotated videos, with 10 additional accessible videos released with index-level labels.