World models allow agents to anticipate action consequences, but proactive assistance also requires interpreting incomplete observations and deciding whether to intervene before a user asks for help. We propose See-Foresee-Act and instantiate it as the Proactive Intent World Model (PIWM) for retail assistance. See preserves role-relevant observable evidence alongside AIDA-BDI customer states; Foresee predicts one-step consequences for candidate actions; Act explicitly compares those consequences, including non-intervention. GuidanceSalesBench supplies predominantly synthetic supervision linking observations, states, candidate outcomes, and decisions. On 509 Full test examples, consequence-based selection achieves 63.65% decision accuracy, compared with 45.38% for direct decision output, an improvement of 18.27 percentage points. These results support candidate-consequence comparison for decision reasoning in this retail task. Code and data will be released after consent verification and upon publication.

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