Whom Do AI Agents Serve? Role-Induced Sponsorship Bias in Decision Models and Generative LLMs

원문 초록

Consumers increasingly delegate product search to AI shopping agents powered by generative large language models (LLMs) or non-generative decision models. Because retail platforms monetize through sponsored listings that consumers typically discount, we examine whether an AI agent's evaluation of sponsored listings depends on who delegates it. Across six LLMs and six decision models in Study 1, consumer-delegated agents penalize sponsored listings, whereas naming a booking platform as principal significantly attenuates this sponsorship penalty without instructions to favor advertisers. This sponsorship bias replicates across prompt wordings and LLM reasoning efforts and operates through reduced pre-choice skepticism in LLMs. In Study 2, attributing the paid placement to the platform amplifies sponsorship bias across both model families, and stricter disclosure wording ("Sponsored" vs. "Promoted") fails to eliminate it. In Study 3, prompt-level mitigation removes platform leniency but can over-correct the sponsorship penalty, whereas consumer-aligned fine-tuning eliminates sponsorship bias and better preserves baseline preferences.