Synthetic Personalities: How Well Can LLMs Mimic Individual Respondents Using Socio-Economic Microdata?

LLM-based digital twins promise to scale and accelerate market research, but most published twins are either coarse persona bots conditioned on a few demographic questions or detailed individual-level twins built on purpose-collected surveys and interview transcripts. Neither setup speaks to the operationally most relevant case for marketing practice: building detailed individual twins from the pre-existing heterogeneous panel data that firms already accumulate through CRM systems, loyalty programs, and repeat surveys. We construct detailed individual-level twins from the German Socio-Economic Panel (SOEP) and evaluate them across a $3 \times 5 \times 2 \times 2$ construction-method grid that covers three open-weights LLMs, five cumulative information depths ranked by normalized Shannon entropy, two embedding methods, and two reasoning modes, scoring over 2.1 million twin responses on 500 participants and 183 held-out questions. Twin quality rises with information depth but with diminishing returns past the 75 percent entropy quartile, which acts as a cost-efficient Pareto point relative to the best-performing 100 percent cells. Switching the embedding from a narrative persona summary to a raw dialog history of past responses raises hold-out accuracy in every model-by-reasoning cell at the 100 percent depth, while an explicit thinking mode raises rank-order correlation without moving accuracy. Best-cell accuracy reaches 78.8 percent and Fisher-$z$ correlation reaches $r = 0.590$ on the SOEP held-out evaluation set. The findings suggest that twin-based market research is no longer gated by data design, but by item volume, model selection, and a small set of construction-level decisions that this paper now maps.

Generative AI

The term "generative AI" refers to computational techniques that are capable of generating seemingly new, meaningful content such as text, images, or audio from training data. The widespread diffusion of this technology with examples such as Dall-E 2, GPT-4, and Copilot is currently revolutionizing the way we work and communicate with each other. In this article, we provide a conceptualization of generative AI as an entity in socio-technical systems and provide examples of models, systems, and applications. Based on that, we introduce limitations of current generative AI and provide an agenda for Business & Information Systems Engineering (BISE) research. Different from previous works, we focus on generative AI in the context of information systems, and, to this end, we discuss several opportunities and challenges that are unique to the BISE community and make suggestions for impactful directions for BISE research.

The political ideology of conversational AI: Converging evidence on ChatGPT's pro-environmental, left-libertarian orientation

Conversational artificial intelligence (AI) disrupts how humans interact with technology. Recently, OpenAI introduced ChatGPT, a state-of-the-art dialogue model that can converse with its human counterparts with unprecedented capabilities. ChatGPT has witnessed tremendous attention from the media, academia, industry, and the general public, attracting more than a million users within days of its release. However, its explosive adoption for information search and as an automated decision aid underscores the importance to understand its limitations and biases. This paper focuses on one of democratic society's most important decision-making processes: political elections. Prompting ChatGPT with 630 political statements from two leading voting advice applications and the nation-agnostic political compass test in three pre-registered experiments, we uncover ChatGPT's pro-environmental, left-libertarian ideology. For example, ChatGPT would impose taxes on flights, restrict rent increases, and legalize abortion. In the 2021 elections, it would have voted most likely for the Greens both in Germany (B\"undnis 90/Die Gr\"unen) and in the Netherlands (GroenLinks). Our findings are robust when negating the prompts, reversing the order of the statements, varying prompt formality, and across languages (English, German, Dutch, and Spanish). We conclude by discussing the implications of politically biased conversational AI on society.