Brihi Joshi
Publications
MatrAIx: Simulating the World with 8.3 Billion Persona Agents
Human evaluation of AI systems and digital products is costly, slow, and difficult to scale. Offline evaluations are more scalable but often abstract away human diversity and interactive behavior. We therefore introduce MatrAIx, a population-scale simulated-user evaluation infrastructure for testing AI systems and digital products with heterogeneous users. MatrAIx has three core components: First, Persona 8B contains 8.3 billion persona records represented by 1,290 categorical dimensions. Records are either sampled from a dependency graph that preserves correlated attributes or derived from human-authored profiles. We release a quality-filtered coreset of approximately 1 million personas, comprising 599,847 human-grounded and 400,000 synthetic records. Second, the MatrAIx Playground provides four environments in which diverse users evaluate and interact with digital products: Survey, AI Chatbot, Web, and App. Third, MatrAIx provides 1,010 application tasks spanning more than 25 domains, including Commerce, Software, Finance, and Healthcare. We conducted 18,189 evaluation trials across eight representative tasks. Persona agents were powered by three LLMs: Claude Opus 4.8, GPT 5.5, and Claude Haiku 4.5. The resulting feedback captures how decisions and preferences vary across persona backgrounds, including hesitation after a price increase, willingness to continue after an AI assistant fails, and latency tolerance. We conducted two main validation studies: First, a 400-trial controlled study evaluated persona adherence across ten behavioral attributes and all four environments. The declared behavior was expressed or correctly suppressed in 366 trials (91.5%). Second, human and LLM judges evaluated the extraction quality of human-grounded personas. Overall, MatrAIx provides an end-to-end infrastructure for evaluating AI systems and digital products with diverse simulated human users.
PALMs: Using Multi Construct-Grounded Rationales for Modeling Population Preferences in LLMs
Large language models are being extensively used to simulate individual user behavior, yet faithfully representing a population requires capturing the systematic variation in values, beliefs, and cultural norms that distinguish one group from another. We introduce Population Aligned Language Models (PALMs), a suite of models each aligned to specific populations, covering five countries: USA, India, Brazil, France and Italy. PALMs are created by synthesizing rationales grounded in psychological and cultural constructs and using these as latent supervision during preference tuning for population-specific alignment. Evaluated across four dimensions: personality, values and beliefs, cultural norms, and morality, PALMs consistently outperform baselines, including culture-specialized models, achieving an average of 8.59% relative improvement over the best baseline across all five populations. Notably, construct-grounded rationales outperform both demographic prompting and survey-based fine-tuning, suggesting that grounding preference learning in psychology and culture provides a richer inductive signal than surface-level response distributions. We further demonstrate strong generalization to downstream applications with- out task-specific supervision: outperforming best baselines by 5.19% in personalized reward modeling, 6.34% in population simulation, and showing strong transfer to social reasoning tasks. Datasets and code are available at: https://github.com/limenlp/PALMs.