arXiv:2507.23773v1 Announce Type: new Abstract: AI agents built on large language models (LLMs) hold enormous promise, but current practice focuses on a one-task-one-agent approach, which not only falls short of scalability and generality, but also suffers from the fundamental limitations of autoregressive LLMs. On the other hand, humans are general agents who reason by mentally simulating the outcomes of their actions and plans. Moving towards a more general and powerful AI agent, we introduce SimuRA, a goal-oriented architecture for generalized agentic reasoning. Based on a principled formulation of optimal agent in any environment, \modelname overcomes the limitations of autoregressive reasoning by introducing a world model for planning via simulation. The generalized world model is implemented using LLM, which can flexibly plan in a wide range of environments using the concept-rich latent space of natural language. Experiments on difficult web browsing tasks show that \modelname improves the success of flight search from 0\% to 32.2\%. World-model-based planning, in particular, shows consistent advantage of up to 124\% over autoregressive planning, demonstrating the advantage of world model simulation as a reasoning paradigm. We are excited about the possibility for training a single, general agent model based on LLMs that can act superintelligently in all environments. To start, we make SimuRA, a web-browsing agent built on \modelname with pretrained LLMs, available as a research demo for public testing.