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% Final thesis defense (PHANTOM)
% Build: cd paper/defense && pdflatex defense.tex && pdflatex defense.tex
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\title{PHANTOM}
\subtitle{Pricing Heuristics Against Non-human Transaction Orchestration Mechanisms}
\author{Daniel Rösel}
\institute{IE University, Madrid \\ Supervisor: Alberto Martín Izquierdo}
\date{\today}
\titlegraphic{%
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\newcommand{\stagebar}[1]{}
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\begin{document}
{
\setbeamercolor{background canvas}{bg=PhantomInk}
\begin{frame}[plain]
\vfill
\centering
{\color{white}\Huge\bfseries PHANTOM\par}
\vspace{0.6em}
{\color{PhantomCyan}\rule{0.45\paperwidth}{0.06cm}\par}
\vspace{0.8em}
{\large\color{white!90!black}Pricing heuristics against non-human transaction orchestration\par}
\vfill
{\color{white!75!black}\normalsize Daniel Rösel\par}
{\color{white!65!black}\small IE University \textbullet\ Supervisor: Alberto Martín Izquierdo\par}
\vspace{1.2em}
{\footnotesize\color{PhantomCyan!80!white}\href{https://velocitatem.github.io/PHANTOM/}{\texttt{velocitatem.github.io/PHANTOM}}}
\vfill
\end{frame}
}
\begin{frame}{Roadmap: one argument in six stages (15 min)}
\centering
\begin{tikzpicture}[
font=\scriptsize\sffamily,
stage/.style={draw=PhantomInk,rounded corners=3pt,fill=PhantomCyan!10,minimum width=1.95cm,minimum height=1.05cm,align=center},
flow/.style={-{Stealth[length=2.0mm,width=1.8mm]},line width=1pt,PhantomSlate}
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\node[stage,fill=PhantomCyan!14] (intro) {Intro\\2m};
\node[stage,right=0.30cm of intro] (platform) {Platform\\4m};
\node[stage,right=0.30cm of platform] (signal) {Signal\\4m};
\node[stage,right=0.30cm of signal] (drrl) {DR-RL\\4m};
\node[stage,right=0.30cm of drrl] (results) {Results\\1m};
\node[stage,right=0.30cm of results] (close) {Close};
\draw[flow,shorten <=2pt,shorten >=2pt] (intro.east) -- (platform.west);
\draw[flow,shorten <=2pt,shorten >=2pt] (platform.east) -- (signal.west);
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\draw[flow,shorten <=2pt,shorten >=2pt] (drrl.east) -- (results.west);
\draw[flow,shorten <=2pt,shorten >=2pt] (results.east) -- (close.west);
\end{tikzpicture}
\vspace{0.75em}
\begin{block}{Main research question}
How can dynamic pricing preserve margin integrity when transactions are increasingly mediated by non-human agents?
\end{block}
\stagebar{1}
\end{frame}
\begin{frame}{Agentic recon creates direct financial pressure on pricing power}
\centering
\begin{tikzpicture}[
font=\small\sffamily,
flow/.style={draw=PhantomInk,rounded corners=6pt,minimum width=5.3cm,minimum height=1.25cm,align=center},
note/.style={draw=PhantomInk!55,rounded corners=4pt,minimum width=11.2cm,minimum height=0.95cm,align=center,fill=white,font=\scriptsize}
]
\node[flow,fill=PhantomCyan!18] (recon) at (-3.1,1.1)
{\textbf{Recon session}\\samples multiple quotes};
\node[flow,fill=PhantomIndigo!16] (buy) at (3.1,1.1)
{\textbf{Clean execution session}\\buys using the best found quote};
\draw[-{Stealth[length=3mm]},ultra thick,PhantomSlate] (recon.east) -- (buy.west);
\node[font=\scriptsize\bfseries,text=PhantomSlate] at (0,1.98)
{query and purchase are decoupled};
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(recon.south east) .. controls +(1.15,-0.95) and +(-1.15,-0.95) .. (buy.south west);
\node[note] at (0,-0.65)
{The platform sees behavior proxy $\hat q$, while true demand response $d(p\mid\theta)$ stays latent.};
\end{tikzpicture}
\vspace{0.25em}
\begin{tikzpicture}[font=\scriptsize\sffamily,
card/.style={draw=PhantomInk,rounded corners=4pt,minimum width=3.85cm,text width=3.55cm,minimum height=1.4cm,align=center}]
\node[card,fill=PhantomInk,text=white] at (-4.05,0)
{\large$\mathrm{COI}(\pi)=\mathbb{E}[P]-\underline p$\\[-0.05em]\footnotesize pricing power KPI};
\node[card,fill=PhantomCyan!16,text=PhantomSlate] at (0,0)
{\Large\bfseries$-9{,}014$\\[-0.05em]\footnotesize revenue units\\per +0.1 contamination};
\node[card,fill=PhantomIndigo!12,text=PhantomSlate] at (4.05,0)
{\large$\lim_{N\to\infty}\mathrm{COI}=0$\\[-0.05em]\footnotesize theorem-level pressure};
\end{tikzpicture}
\vspace{0.15em}
{\footnotesize\textbf{Implication:} if quote discovery and purchase split, standard session-based pricing overestimates willingness to pay.}
\stagebar{1}
\end{frame}
\begin{frame}{The thesis answers one chain: mechanism \(\to\) signal \(\to\) control}
\begin{enumerate}[<+->]\setlength{\itemsep}{0.45em}
\item \textbf{Mechanism (SQ2):} independent reconnaissance pushes realizable price toward the order-statistics floor.
\item \textbf{Signal (SQ1):} human and agent sessions are behaviorally separable from trajectories alone.
\item \textbf{Control (SQ3):} the session score feeds a robust pricing learner under contamination uncertainty.
\end{enumerate}
\vspace{0.35em}
\stagebar{1}
\end{frame}
\section{Platform Development}
\begin{frame}{Stage 1: We built a dual-loop platform to observe behavior and price exposure together}
\centering
\begin{tikzpicture}[
font=\scriptsize\sffamily,
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\node[box,fill=PhantomCyan!14] (actors) at (0,1.45) {Humans + Agents};
\node[box,fill=white] (web) at (2.9,1.45) {Next.js\\storefront};
\node[box,fill=white] (provider) at (5.8,1.45) {Pricing\\provider};
\node[box,fill=white] (redis) at (8.7,1.45) {Redis\\serve layer};
\node[box,fill=PhantomIndigo!10,minimum width=3.1cm] (kafka) at (4.35,-0.15) {Kafka topics\\behavior + price logs};
\node[box,fill=PhantomCyan!10,minimum width=2.8cm] (airflow) at (8.0,-0.15) {Airflow + worker\\batch updates};
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\node[font=\tiny\itshape,text=PhantomSlate] at (2.2,-1.0) {Kappa: streaming telemetry};
\node[font=\tiny\itshape,text=PhantomSlate] at (8.1,-1.0) {Lambda: offline learning + refresh};
\end{tikzpicture}
\vspace{0.35em}
\begin{itemize}[<+->]
\item Every quote has a matching behavioral context in the log stream.
\item The same architecture supports reproducible stress tests before any live deployment.
\end{itemize}
\stagebar{2}
\end{frame}
\begin{frame}{Dataset card: compact, labeled, and experiment-ready}
\begin{columns}[T,onlytextwidth]
\column{0.60\textwidth}
\centering
\begin{tikzpicture}[
font=\scriptsize\sffamily,
chip/.style={draw=PhantomInk!40,rounded corners=2pt,inner sep=2.7pt},
body/.style={anchor=west,text width=6.0cm,align=left,font=\scriptsize}
]
\node[draw=PhantomInk,rounded corners=5pt,fill=white,minimum width=6.85cm,minimum height=4.45cm] at (0,0) {};
\node[anchor=west,font=\footnotesize\bfseries,text=PhantomInk] at (-3.2,1.72) {WhoClickedIt dataset card};
\node[anchor=west,draw=PhantomInk!35,rounded corners=2pt,fill=PhantomCyan!10,inner xsep=4pt,inner ysep=3pt,font=\scriptsize\ttfamily,text=PhantomSlate] at (-3.2,1.22)
{huggingface.co/datasets/velocitatem/whoclickedit};
\node[anchor=west,chip,fill=PhantomCyan!12] at (-3.2,0.65) {\textbf{Rows} 3874};
\node[anchor=west,chip,fill=PhantomCyan!12] at (-1.70,0.65) {\textbf{Cols} 42};
\node[anchor=west,chip,fill=PhantomCyan!12] at (-0.25,0.65) {\textbf{Sessions} 36};
\node[anchor=west,chip,fill=PhantomIndigo!12] (humanrows) at (-3.2,0.03) {\textbf{Human rows} 798};
\node[anchor=west,chip,fill=PhantomIndigo!12] at ([xshift=0.16cm]humanrows.east) {\textbf{Agent rows} 3076};
\node[body,text=PhantomSlate] at (-3.2,-0.68)
{Flat schema and explicit actor labels simplify session-aware train/test splits.};
\node[body,font=\tiny\itshape,text=PhantomSlate!85] at (-3.2,-1.36)
{Kafka provenance is retained for reproducibility and downstream analysis.};
\end{tikzpicture}
\column{0.38\textwidth}
\centering
\begin{tikzpicture}[font=\scriptsize\sffamily,
stat/.style={draw=PhantomInk,rounded corners=5pt,minimum width=4.95cm,minimum height=1.33cm,align=center}]
\node[stat,fill=PhantomInk,text=white] at (0,1.95)
{\Large\bfseries 13 H / 16 A\\[-0.1em]\footnotesize labeled trajectories in thesis cohort};
\node[stat,fill=PhantomCyan!14,text=PhantomSlate] at (0,0.25)
{\Large\bfseries 45\% / 55\%\\[-0.1em]\footnotesize human/agent trajectory split};
\node[stat,fill=PhantomIndigo!12,text=PhantomSlate] at (0,-1.45)
{\Large\bfseries 2 streams\\[-0.1em]\footnotesize interaction + price-log records};
\end{tikzpicture}
\end{columns}
\vspace{0.1em}
{\footnotesize\textbf{Use in practice:} this card gives immediate cohort context before any modeling step.}
\stagebar{2}
\end{frame}
\begin{frame}{Experimental design controls goals, not navigation paths}
\begin{columns}[T,onlytextwidth]
\column{0.58\textwidth}
\centering
\begin{tikzpicture}[
font=\scriptsize\sffamily,
box/.style={draw=PhantomInk,rounded corners=3pt,minimum width=3.65cm,minimum height=0.95cm,align=center},
arr/.style={-{Stealth[length=2.2mm]},thick,PhantomSlate}
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\node[box,fill=PhantomCyan!14] (tasks) at (0,1.8) {JTBD task pool\\hotel + airline modes};
\node[box,fill=white] (assign) at (0,0.55) {Random assignment\\mode + task + actor id};
\node[box,fill=PhantomIndigo!12] (run) at (0,-0.7) {Execution\\human or browser-use agent};
\node[box,fill=white] (logs) at (0,-1.95) {Session logs\\$e=(a,i,t,\mu,\delta)$ + quotes};
\draw[arr] (tasks) -- (assign);
\draw[arr] (assign) -- (run);
\draw[arr] (run) -- (logs);
\end{tikzpicture}
\column{0.40\textwidth}
\begin{itemize}[<+->]\setlength{\itemsep}{0.55em}
\item Agents run with \textbf{browser-use} and a model-swappable LLM router (default \texttt{gpt-5-mini}).
\item Tasks are defined by outcomes, not scripted clicks, to preserve behavioral variety.
\item Current release is stronger on hotel flows than airline flows.
\end{itemize}
\end{columns}
\stagebar{2}
\end{frame}
\section{Distinguishability Construction}
\begin{frame}{Stage 2: A behavior kernel is a compact signature of navigation dynamics}
\begin{columns}[T,onlytextwidth]
\column{0.48\textwidth}
\begin{block}{Definition}
\[
\hat P(s'\mid s)=\frac{N(s,s')}{\sum_k N(s,k)}
\]
\end{block}
\begin{itemize}[<+->]
\item Build one kernel per session, then prototypes for human and agent cohorts.
\item Compare each incoming session to both prototypes with KL divergence.
\end{itemize}
\column{0.50\textwidth}
\centering
\begin{tikzpicture}[font=\scriptsize\sffamily]
\node[draw=PhantomInk,rounded corners=3pt,fill=PhantomCyan!12,minimum width=3.9cm,minimum height=0.85cm] (a) at (0,1.4) {page\_view};
\node[draw=PhantomInk,rounded corners=3pt,fill=white,minimum width=3.9cm,minimum height=0.85cm] (b) at (0,0.25) {view\_item\_page};
\node[draw=PhantomInk,rounded corners=3pt,fill=PhantomIndigo!12,minimum width=3.9cm,minimum height=0.85cm] (c) at (0,-0.9) {add\_item\_to\_cart};
\draw[-{Stealth[length=2.2mm]},thick,PhantomSlate] (a) -- node[right,font=\tiny]{0.64} (b);
\draw[-{Stealth[length=2.2mm]},thick,PhantomSlate] (b) -- node[right,font=\tiny]{0.31} (c);
\draw[-{Stealth[length=2.2mm]},thick,PhantomSlate!70] (b.east) .. controls +(1.1,0.5) and +(1.1,-0.5) .. node[right,font=\tiny]{0.52} (b.east);
\node[font=\tiny\itshape,text=PhantomSlate] at (0,-1.7) {Kernel rows encode ``what usually comes next.''};
\end{tikzpicture}
\end{columns}
\stagebar{3}
\end{frame}
\begin{frame}{Human and agent kernels are separable in the controlled cohort}
\begin{columns}[T,onlytextwidth]
\column{0.48\textwidth}
\centering
\textbf{Human transition structure}\par\vspace{0.2em}
\includegraphics[width=\linewidth,height=0.46\textheight,keepaspectratio]{mdp_human.pdf}
\column{0.48\textwidth}
\centering
\textbf{Agent transition structure}\par\vspace{0.2em}
\includegraphics[width=\linewidth,height=0.46\textheight,keepaspectratio]{mdp_agent.pdf}
\end{columns}
\vspace{0.15em}
\begin{columns}[T,onlytextwidth]
\column{0.32\textwidth}\centering\metriccard{-3.35}{mean gap (human)}
\column{0.32\textwidth}\centering\metriccard{+1.65}{mean gap (agent)}
\column{0.32\textwidth}\centering\metriccard{$p<0.001$}{Mann-Whitney rank test}
\end{columns}
\stagebar{3}
\end{frame}
\begin{frame}{Two divergence scores become one continuous control signal}
\centering
\[
f(\tau') = P(A\mid\tau') = \sigma\!\left(\frac{\Delta_H-\Delta_A}{T}\right)
\]
\vspace{0.4em}
\begin{tikzpicture}[font=\scriptsize\sffamily]
\draw[very thick,PhantomSlate] (-4,0) -- (4,0);
\draw[thick,PhantomSlate] (0,-0.16) -- (0,0.16);
\node[anchor=north] at (-4,0) {human-like};
\node[anchor=north] at (4,0) {agent-like};
\node[anchor=north] at (0,0) {$\Delta_H-\Delta_A=0$};
\fill[PhantomCyan!75!black] (-2.2,0) circle (2.2pt);
\fill[PhantomIndigo!75!black] (2.2,0) circle (2.2pt);
\node[anchor=south,text=PhantomCyan!75!black] at (-2.2,0) {low $f(\tau')$};
\node[anchor=south,text=PhantomIndigo!75!black] at (2.2,0) {high $f(\tau')$};
\end{tikzpicture}
\vspace{0.25em}
\begin{itemize}[<+->]
\item Continuous scoring is used to steer contamination-aware pricing.
\item The design target is guidance, not a hard user-level ban decision.
\end{itemize}
\stagebar{3}
\end{frame}
\section{Distributionally Robust RL}
\begin{frame}{Stage 3: DR-RL trains against plausible contamination shifts, not one fixed world}
\small
\begin{columns}[T,onlytextwidth]
\column{0.48\textwidth}
\begin{block}{Ideal robust object}
\[
\mathcal U_\epsilon(\hat P_N)=\{Q: W_p(Q,\hat P_N)\le\epsilon\}
\]
\centering
robust against distribution shift around the empirical demand law
\end{block}
\column{0.50\textwidth}
\begin{block}{Engine approximation used in experiments}
\[
\mathcal A_{\epsilon_\alpha}(\alpha_0)=\{\alpha:|\alpha-\alpha_0|\le\epsilon_\alpha\}
\]
\centering
small grid over $\alpha$ \;\textrightarrow\; inner worst-case candidate
\end{block}
\end{columns}
\vspace{0.2em}
\begin{alertblock}{Practical boundary}
In code we solve a local robust loop around $\alpha_0$, not the full continuous Wasserstein adversary.
\end{alertblock}
\stagebar{4}
\end{frame}
\begin{frame}{Reward composition penalizes leakage while guarding user experience}
\[
r_t =
{\color{PhantomInk}\underline{R(p_t,\hat Q_t)}}
- {\color{PhantomCyan!95!black}\underline{\lambda\,f(\tau'_t)\,c_{\text{info}}}}
- {\color{PhantomIndigo!95!black}\underline{\eta_{\text{ux}}\,UX(\tau'_t,p_t)}}
\]
\vspace{0.45em}
\begin{columns}[T,onlytextwidth]
\column{0.32\textwidth}
\centering
\begin{tikzpicture}[font=\scriptsize\sffamily]
\node[
draw=PhantomInk,
rounded corners=4pt,
fill=PhantomInk!12,
minimum width=0.98\linewidth,
text width=0.88\linewidth,
minimum height=1.28cm,
align=center,
text=PhantomInk
] {\textbf{Revenue term}\\[-0.08em]keeps market objective explicit};
\end{tikzpicture}
\column{0.32\textwidth}
\centering
\begin{tikzpicture}[font=\scriptsize\sffamily]
\node[
draw=PhantomInk,
rounded corners=4pt,
fill=PhantomCyan!16,
minimum width=0.98\linewidth,
text width=0.88\linewidth,
minimum height=1.28cm,
align=center,
text=PhantomCyan!95!black
] {\textbf{Leakage term}\\[-0.08em]scales with agent-likelihood score};
\end{tikzpicture}
\column{0.32\textwidth}
\centering
\begin{tikzpicture}[font=\scriptsize\sffamily]
\node[
draw=PhantomInk,
rounded corners=4pt,
fill=PhantomIndigo!16,
minimum width=0.98\linewidth,
text width=0.88\linewidth,
minimum height=1.28cm,
align=center,
text=PhantomIndigo!95!black
] {\textbf{UX term}\\[-0.08em]discourages unstable pricing behavior};
\end{tikzpicture}
\end{columns}
\vspace{0.25em}
\begin{itemize}[<+->]
\item Baseline experiments use a query-tax leakage surrogate for tractability.
\item Supra-competitive anchor penalties are tracked as an additional safety rail.
\end{itemize}
\stagebar{4}
\end{frame}
\begin{frame}{Computationally, wide sweeps are feasible only with aggressive optimization}
\begin{columns}[T,onlytextwidth]
\column{0.47\textwidth}
\centering
{\Large\(4\times4\times3\times2\times2=\mathbf{192}\)}\\[0.25em]
{\scriptsize algorithms $\times$ contamination $\times$ robustness $\times$ COI penalty $\times$ action grid}
\vspace{0.5em}
\metriccard{160 PFLOPS}{peak aggregate TPU budget}\\[0.45em]
\metriccard{\textasciitilde180 days}{net compute logged in full study}
\column{0.51\textwidth}
\begin{block}{Hot-path rewrite impact}
\centering
\begin{tabular}{@{}lcc@{}}
\toprule
Mode & Before & After \\
\midrule
Baseline step/s & 26.0 & 220.0 \\
Robust step/s & 7.2 & 136.0 \\
\bottomrule
\end{tabular}
\end{block}
\vspace{0.1em}
{\footnotesize
\begin{itemize}[<+->]
\item pandas lookup bottlenecks replaced with array/JAX-style loops.
\item Throughput gains (8.5$\times$, 19$\times$) made broad sweeps practical.
\end{itemize}}
\end{columns}
\stagebar{4}
\end{frame}
\section{Results}
\begin{frame}{Results: contamination hurts revenue; defended policies recover COI}
\begin{columns}[T,onlytextwidth]
\column{0.62\textwidth}
\centering
\includegraphics[width=\linewidth,height=0.60\textheight,keepaspectratio]{final_focus_coi_by_alpha.pdf}
\column{0.30\textwidth}
\metriccard{-90{,}140}{baseline contamination slope}\\[0.3em]
\metriccard{\textasciitilde3\%}{short-run revenue cost of defense}\\[0.3em]
\metriccard{Regime-dependent}{COI gains strongest at harder settings}
\end{columns}
\stagebar{5}
\end{frame}
\section{Conclusions}
\begin{frame}{Yes, with boundaries: we can defend margin integrity under agentic orchestration}
\begin{columns}[T,onlytextwidth]
\column{0.32\textwidth}
\begin{block}{SQ1\;Distinguishability}
\centering
kernels are separable\\$p<0.001$
\end{block}
\column{0.32\textwidth}
\begin{block}{SQ2\;Theoretical impact}
\centering
COI erosion mechanism\\proved in baseline limit
\end{block}
\column{0.32\textwidth}
\begin{block}{SQ3\;Mitigation}
\centering
robust control shifts\\COI/revenue/UX trade-off
\end{block}
\end{columns}
\vspace{0.35em}
\begin{alertblock}{Boundary conditions}
Evidence is from a controlled platform and a small labeled cohort; this is mechanism validation, not full production external validity.
\end{alertblock}
\stagebar{6}
\end{frame}
\begin{frame}{What this implies for real pricing systems}
\begin{itemize}[<+->]\setlength{\itemsep}{0.7em}
\item \textbf{Financially:} untreated reconnaissance behaves like an information leak and can compress sustainable margins.
\item \textbf{Operationally:} behavior-only session scoring can be wired into pricing without relying on device fingerprinting.
\item \textbf{Strategically:} robust pricing should be calibrated by regime; there is no single penalty that wins everywhere.
\item \textbf{Before deployment:} larger human baselines, governance review, and legal safeguards are mandatory.
\end{itemize}
\stagebar{6}
\end{frame}
\begin{frame}[plain]
\centering
\vfill
{\LARGE\bfseries Thank you}
\vspace{0.8em}
{\large Questions and discussion}
\vfill
{\footnotesize\color{PhantomSlate!80}Appendix follows: COI theorem derivation, reward composition, and sample-size notes.}
\vfill
\end{frame}
\appendix
\input{defense_appendix}
\end{document}