R. Liu
Publications
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.
Cognitive Models and AI Algorithms Provide Templates for Designing Language Agents
While contemporary large language models (LLMs) are increasingly capable in isolation, there are still many difficult problems that lie beyond the abilities of a single LLM. For such tasks, there is still uncertainty about how best to take many LLMs as parts and combine them into a greater whole. This position paper argues that potential blueprints for designing such modular language agents can be found in the existing literature on cognitive models and artificial intelligence (AI) algorithms. To make this point clear, we formalize the idea of an agent template that specifies roles for individual LLMs and how their functionalities should be composed. We then survey a variety of existing language agents in the literature and highlight their underlying templates derived directly from cognitive models or AI algorithms. By highlighting these designs, we aim to call attention to agent templates inspired by cognitive science and AI as a powerful tool for developing effective, interpretable language agents.