BrandEval: A Two-Track Multi-Agent Benchmark for Risk-Sensitive LLM Crisis Communication

Haotian Gan, Weidong Tang, Hanbin Sun, Yi Luo, Xintian Li +3

Evaluating LLMs for crisis communication requires more than judging isolated responses, because public feedback and competitor actions can reshape trust over time. Existing benchmarks remain largely static and single-turn, offering limited evidence about long-horizon risk-sensitive communication. We introduce \textbf{BrandEval}, a two-track benchmark for product-crisis communication, focusing on public brand responses to product-related safety, quality, service, and trust incidents. BrandEval-Static evaluates stakeholder-aware strategic analysis, while BrandEval-Dynamic stress-tests response policies in \textbf{BrandPolis}, a controlled multi-agent sandbox with consumer feedback, competitor responses, and trust-risk trajectories. We also construct \textbf{BrandSRD}, a Chinese crisis-response dataset, and instantiate a reference Strategic Agent using \textbf{Strategic Rationale (SR)}. Across proprietary and open-source models, we find that static strategic quality is informative but incomplete: it aligns with some end-state outcomes but does not reliably predict volatility and delayed recovery; dynamic stress tests further expose tail-risk failures under manipulative or weakly…