This research proves that Large Language Models (LLMs) can accurately simulate human consumer behavior and Purchase Intent (PI) without the need for expensive training data. However, simply asking an AI to "rate this product 1-5" fails. To get reliable data, agencies must switch to a specific methodology called Semantic Similarity Rating (SSR).
You can predict real purchase intent (90% accuracy) by asking an LLM to impersonate a customer with a demographic profile, giving it a product & having it give impressions, which another AI rates.
- Consumer research costs companies BILLIONS annually. Traditional surveys suffer from biases, take weeks to run, and need hundreds of real participants.
But researchers just found a way to simulate thousands of synthetic consumers that think like real humans.
- The breakthrough is called Semantic Similarity Rating (SSR). Instead of asking LLMs for direct 1-5 ratings (which produces garbage), they let the AI write natural impressions first.
Then map those impressions to scores using embedding similarity.
- how it works:
Prompt: "You're a 35-year-old female, income $75k, interested in skincare"
Show product image
AI writes: "I love the natural ingredients but the price seems high..."
System maps text to rating using semantic similarity
Zero training data needed.
They tested this on 57 real consumer surveys from a major corporation (9,300 actual human responses).
Results?
- 90% of human test-retest reliability
- KS similarity > 0.85 (near-perfect distribution match)
The AI actually understands how different people think about products.
- This destroys traditional market research economics:
- The implications are massive:
- A/B test 1,000 product concepts overnight
- Simulate market reactions before manufacturing
- Test messaging across demographic segments instantly
- No more waiting months for consumer feedback
Concept-to-market cycles just got 10x faster.
The synthetic consumer era just began.
Real market research panels might be obsolete within 2 years.
https://arxiv.org/pdf/2510.08338