Wachiravit Modecrua

Wachiravit Modecrua, Krittin Pachtrachai, Touchapon Kraisingkorn

Customer behavior modeling underpins recommendation, marketing, and decision support, yet existing approaches either optimize predictive accuracy without explaining decisions or simulate users without grounding them in real behavioral data. We present the Large Behavioral Model (LBM) that learns customer decision making directly from large-scale retail transactions through a unified Person-Environment formulation. Customer state is represented by a behavioral profile derived from historical purchases, while product context is incorporated through retrieval-augmented generation. The model is trained using continued pre-training on verbalized behavioral data, supervised fine-tuning for decision generation, and reinforcement learning with verifiable rewards for evidence-based calibration. We evaluate the proposed framework on purchase prediction, hard-negative discrimination, basket completion, promotion response, and cross-domain voucher redemption. The model consistently outperforms frontier general-purpose language models on in-domain retail tasks while demonstrating strong zero-shot and fine-tuned transfer across retailers and decision domains. Ablation studies show that continued pre-training is the primary driver of behavioral generalization, retrieval is most effective when applied during both training and inference, and reinforcement learning improves reliance on explicit behavioral evidence over generic language-model priors. These results demonstrate that behavioral knowledge encoded in transaction histories can be effectively learned by language models, providing a scalable foundation for customer digital twins and behavior simulation.

Krittanon Kaewtawee, Petmongkon Pornpichitsuwan, Natchaya Temyingyong et al.

Matching influencers (KOLs) to free-form, multi-part Thai marketing criteria is today served either by keyword search over structured profiles, which misses semantic fit, or by prompting frontier LLMs over every candidate, which is accurate but slow and expensive. We present InfluMatch, a low-cost three-stage cascade -- retrieval $\rightarrow$ rerank $\rightarrow$ reason -- built entirely from small open-weight models: dense retrieval returns 50 candidates, a 4B pointwise reranker scores each by the log-probability of a single Yes token and keeps 10, and a 4B reasoner grades the shortlist per criterion on a rubric with a Thai rationale. The cascade is designed for cost: reasoning over a filtered top-10 halves token spend versus reasoning over all 50 while scoring 14 points higher. End-to-end against human relevance labels on an 11-query set with all 50 candidates labeled, the full cascade reaches 94.1% P@5, versus a retrieval-only baseline near random; it matches the frontier model Kimi-K2.6 (91.8%) while emitting ${\sim}35\times$ fewer output tokens and serving a 50-KOL query in ${\sim}20$ s on one A100. Notably, the only fine-tuning that pays off is pairwise: a SimPO-tuned reranker matches the frontier baseline's best-pick accuracy (78.0 EM), whereas fine-tuning the reasoner on pointwise per-criterion labels improves offline scores yet degrades end-to-end ranking -- an inversion we trace to the design of the absolute labeling task -- leaving the untuned base model as the strongest deployed reasoner. The result is a deployable, explainable KOL search system at a small fraction of frontier serving cost.

Natchaya Temyingyong, Daman Jain, Neeraj Kumarsahu et al.

Automatic Prompt Optimization (APO) has emerged as a critical technique for enhancing Large Language Model (LLM) performance, yet current state-of-the-art methods typically rely on large, labeled gold-standard development sets to compute fitness scores for evolutionary or Reinforcement Learning (RL) approaches. In real-world software engineering, however, such curated datasets are rarely available during the initial cold start of agent development, where engineers instead face messy production logs and evolving failure modes. We present ROAD (Reflective Optimization via Automated Debugging), a novel framework that bypasses the need for refined datasets by treating optimization as a dynamic debugging investigation rather than a stochastic search. Unlike traditional mutation strategies, ROAD utilizes a specialized multi-agent architecture, comprising an Analyzer for root-cause analysis, an Optimizer for pattern aggregation, and a Coach for strategy integration, to convert unstructured failure logs into robust, structured Decision Tree Protocols. We evaluated ROAD across both a standardized academic benchmark and a live production Knowledge Management engine. Experimental results demonstrate that ROAD is highly sample-efficient, achieving a 5.6 percent increase in success rate (73.6 percent to 79.2 percent) and a 3.8 percent increase in search accuracy within just three automated iterations. Furthermore, on complex reasoning tasks in the retail domain, ROAD improved agent performance by approximately 19 percent relative to the baseline. These findings suggest that mimicking the human engineering loop of failure analysis and patching offers a viable, data-efficient alternative to resource-intensive RL training for deploying reliable LLM agents.

Wachiravit Modecrua, Krittanon Kaewtawee, Krittin Pachtrachai et al.

Training tool-calling agents with reinforcement learning on multi-turn tasks remains challenging due to sparse outcome rewards and difficult credit assignment across conversation turns. We present the first application of MT-GRPO (Multi-Turn Group Relative Policy Optimization) combined with GTPO (Generalized Token-level Policy Optimization) for training a tool-calling agent on realistic customer service tasks with an LLM-based user simulator. Through systematic analysis of training rollouts, we discover that naively designed dense per-turn rewards degrade performance by up to 14 percentage points due to misalignment between reward discriminativeness and advantage direction. We introduce Iterative Reward Calibration, a methodology for designing per-turn rewards using empirical discriminative analysis of rollout data, and show that our GTPO hybrid advantage formulation eliminates the advantage misalignment problem. Applied to the Tau-Bench airline benchmark, our approach improves Qwen3.5-4B from 63.8 percent to 66.7 percent (+2.9pp) and Qwen3-30B-A3B from 58.0 percent to 69.5 percent (+11.5pp) -- with the trained 4B model exceeding GPT-4.1 (49.4 percent) and GPT-4o (42.8 percent) despite being 50 times smaller, and the 30.5B MoE model approaching Claude Sonnet 4.5 (70.0 percent). To our knowledge, these are the first published RL training results on Tau-Bench. We release our code, reward calibration analysis, and training recipes.