PrivacySIM: Evaluating LLM Simulation of User Privacy Behavior

TL;DR

PrivacySIM evaluates how well large language models can simulate individual user privacy decisions using a benchmark of 1,000 users across various privacy-related studies.

Contribution

Introduces PrivacySIM, an evaluation suite for benchmarking LLMs in simulating individual privacy behavior based on user personas.

Findings

Conditioning on privacy personas improves simulation accuracy.

Even the best models only achieve 40.4% accuracy in simulating privacy decisions.

Stated privacy attitudes often diverge from actual user behavior.

Abstract

Large language models (LLMs) are increasingly used to simulate human behavior, but their ability to simulate $individual$ privacy decisions is not well understood. In this paper, we address the problem of evaluating whether a core set of user persona attributes can drive LLMs to simulate individual-level privacy behavior. We introduce PrivacySIM, an evaluation suite that benchmarks LLM simulation of user privacy behavior against the ground-truth responses of 1,000 users. These users are drawn from five published user studies on privacy spanning LLM healthcare consultations, conversational agents, and chatbots. Drawing on these user studies, we hypothesize three persona facets as plausible predictors of privacy decision-making: demographics, previous experiences, and stated privacy attitudes. We condition nine frontier LLMs on subsets of these three facets and measure how often each model's response to a data-sharing scenario matches the user's actual response. Our findings show that (1) privacy persona conditioning consistently improves simulation quality over no-persona conditioning, but even the strongest model (40.4\% accuracy) remains far from faithfully simulating individual privacy decisions. (2) A user's stated privacy attitudes alone may not be the best predictor because they often diverge from the user's actual privacy behavior. (3) Users with high AI/chatbot experience but low stated privacy attitudes are the most challenging to simulate. PrivacySIM is a first step toward understanding and improving the capabilities of LLMs to simulate user privacy decisions. We release PrivacySIM to enable further evaluation of LLM privacy simulation.