# CharacterFlywheel: Scaling Iterative Improvement of Engaging and Steerable LLMs in Production

arXiv: https://arxiv.org/abs/2603.01973 · HTML: https://mlsanity.com/paper/2603.01973/

## Key facts

- Cited by 1 papers in the map (data through 14 Oct 2026).
- Builds on 54 of its 65 references that are in the map.
- First posted on arXiv 2 Mar 2026.

## Builds on (most cited first, 30 of 54)

- [GPT-4 Technical Report](https://mlsanity.com/paper/2303.08774/) (2023)
- [Training language models to follow instructions with human feedback](https://mlsanity.com/paper/2203.02155/) (2022)
- [The Llama 3 Herd of Models](https://mlsanity.com/paper/2407.21783/) (2024)
- [Training Verifiers to Solve Math Word Problems](https://mlsanity.com/paper/2110.14168/) (2021)
- [DeepSeekMath: Pushing the Limits of Mathematical Reasoning in Open Language Models](https://mlsanity.com/paper/2402.03300/) (2024)
- [Evaluating Large Language Models Trained on Code](https://mlsanity.com/paper/2107.03374/) (2021)
- [Measuring Massive Multitask Language Understanding](https://mlsanity.com/paper/2009.03300/) (2020)
- [Scaling Laws for Neural Language Models](https://mlsanity.com/paper/2001.08361/) (2020)
- [Measuring Mathematical Problem Solving With the MATH Dataset](https://mlsanity.com/paper/2103.03874/) (2021)
- [Think you have Solved Question Answering? Try ARC, the AI2 Reasoning Challenge](https://mlsanity.com/paper/1803.05457/) (2018)
- [Toolformer: Language Models Can Teach Themselves to Use Tools](https://mlsanity.com/paper/2302.04761/) (2023)
- [HellaSwag: Can a Machine Really Finish Your Sentence?](https://mlsanity.com/paper/1905.07830/) (2019)
- [Training a Helpful and Harmless Assistant with Reinforcement Learning from Human Feedback](https://mlsanity.com/paper/2204.05862/) (2022)
- [Program Synthesis with Large Language Models](https://mlsanity.com/paper/2108.07732/) (2021)
- [SWE-bench: Can Language Models Resolve Real-World GitHub Issues?](https://mlsanity.com/paper/2310.06770/) (2023)
- [GPQA: A Graduate-Level Google-Proof Q&A Benchmark](https://mlsanity.com/paper/2311.12022/) (2023)
- [MMLU-Pro: A More Robust and Challenging Multi-Task Language Understanding Benchmark](https://mlsanity.com/paper/2406.01574/) (2024)
- [Instruction-Following Evaluation for Large Language Models](https://mlsanity.com/paper/2311.07911/) (2023)
- [Self-Rewarding Language Models](https://mlsanity.com/paper/2401.10020/) (2024)
- [Recipes for building an open-domain chatbot](https://mlsanity.com/paper/2004.13637/) (2020)
- [BigCodeBench: Benchmarking Code Generation with Diverse Function Calls and Complex Instructions](https://mlsanity.com/paper/2406.15877/) (2024)
- [Towards a Human-like Open-Domain Chatbot](https://mlsanity.com/paper/2001.09977/) (2020)
- [Policy Distillation](https://mlsanity.com/paper/1511.06295/) (2015)
- [Rubrics as Rewards: Reinforcement Learning Beyond Verifiable Domains](https://mlsanity.com/paper/2507.17746/) (2025)
- [Iterative Preference Learning from Human Feedback: Bridging Theory and Practice for RLHF under KL-Constraint](https://mlsanity.com/paper/2312.11456/) (2023)
- [Statistical Rejection Sampling Improves Preference Optimization](https://mlsanity.com/paper/2309.06657/) (2023)
- [Emu: Enhancing Image Generation Models Using Photogenic Needles in a Haystack](https://mlsanity.com/paper/2309.15807/) (2023)
- [RLHF Workflow: From Reward Modeling to Online RLHF](https://mlsanity.com/paper/2405.07863/) (2024)
- [Self-Play Preference Optimization for Language Model Alignment](https://mlsanity.com/paper/2405.00675/) (2024)
- [BlenderBot 3: a deployed conversational agent that continually learns to responsibly engage](https://mlsanity.com/paper/2208.03188/) (2022)

## Built on by (most cited first, 1 of 1)

- [UXBench Pro: Benchmarking Personalized User Experience in Multi-Turn Dialogue Interactions](https://mlsanity.com/paper/2610.11638/) (2026)

## Abstract (arXiv)

This report presents CharacterFlywheel, an iterative flywheel process for improving large language models (LLMs) in production social chat applications across Instagram, WhatsApp, and Messenger. Starting from LLaMA 3.1, we refined models across 15 generations using data from both internal and external real-user traffic. Through continuous deployments from July 2024 to April 2025, we conducted controlled 7-day A/B tests showing consistent engagement improvements: 7 of 8 newly deployed models demonstrated positive lift over the baseline, with the strongest performers achieving up to 8.8% improvement in engagement breadth and 19.4% in engagement depth. We also observed substantial gains in steerability, with instruction following increasing from 59.2% to 84.8% and instruction violations decreasing from 26.6% to 5.8%. We detail the CharacterFlywheel process which integrates data curation, reward modeling to estimate and interpolate the landscape of engagement metrics, supervised fine-tuning (SFT), reinforcement learning (RL), and both offline and online evaluation to ensure reliable progress at each optimization step. We also discuss our methods for overfitting prevention and navigating production dynamics at scale. These contributions advance the scientific rigor and understanding of LLMs in social applications serving millions of users.