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Mar 12

LLaMA-E: Empowering E-commerce Authoring with Multi-Aspect Instruction Following

E-commerce authoring involves creating attractive, abundant, and targeted promotional content to drive product sales. The emergence of large language models (LLMs) introduces an innovative paradigm, offering a unified solution to address various authoring tasks within this scenario. However, mainstream LLMs trained on general corpora with common sense knowledge reveal limitations in fitting complex and personalized features unique to e-commerce products and customers. Furthermore, LLMs like GPT-3.5 necessitate remote accessibility, raising concerns about safeguarding voluminous customer privacy data during transmission. This paper proposes the LLaMA-E, the unified and customized instruction-following language models focusing on diverse e-commerce authoring tasks. Specifically, the domain experts create the seed instruction set from the tasks of ads generation, query-enhanced product title rewriting, product classification, purchase intent speculation, and general Q&A. These tasks enable the models to comprehensively understand precise e-commerce authoring knowledge by interleaving features covering typical service aspects of customers, sellers, and platforms. The GPT-3.5 is introduced as a teacher model, which expands the seed instructions to form a training set for the LLaMA-E models with various scales. The experimental results show that the proposed LLaMA-E models achieve state-of-the-art results in quantitative and qualitative evaluations, also exhibiting the advantage in zero-shot scenes. To the best of our knowledge, this study is the first to serve the LLMs to specific e-commerce authoring scenarios.

IntentionQA: A Benchmark for Evaluating Purchase Intention Comprehension Abilities of Language Models in E-commerce

Enhancing Language Models' (LMs) ability to understand purchase intentions in E-commerce scenarios is crucial for their effective assistance in various downstream tasks. However, previous approaches that distill intentions from LMs often fail to generate meaningful and human-centric intentions applicable in real-world E-commerce contexts. This raises concerns about the true comprehension and utilization of purchase intentions by LMs. In this paper, we present IntentionQA, a double-task multiple-choice question answering benchmark to evaluate LMs' comprehension of purchase intentions in E-commerce. Specifically, LMs are tasked to infer intentions based on purchased products and utilize them to predict additional purchases. IntentionQA consists of 4,360 carefully curated problems across three difficulty levels, constructed using an automated pipeline to ensure scalability on large E-commerce platforms. Human evaluations demonstrate the high quality and low false-negative rate of our benchmark. Extensive experiments across 19 language models show that they still struggle with certain scenarios, such as understanding products and intentions accurately, jointly reasoning with products and intentions, and more, in which they fall far behind human performances. Our code and data are publicly available at https://github.com/HKUST-KnowComp/IntentionQA.

Intent Contrastive Learning with Cross Subsequences for Sequential Recommendation

The user purchase behaviors are mainly influenced by their intentions (e.g., buying clothes for decoration, buying brushes for painting, etc.). Modeling a user's latent intention can significantly improve the performance of recommendations. Previous works model users' intentions by considering the predefined label in auxiliary information or introducing stochastic data augmentation to learn purposes in the latent space. However, the auxiliary information is sparse and not always available for recommender systems, and introducing stochastic data augmentation may introduce noise and thus change the intentions hidden in the sequence. Therefore, leveraging user intentions for sequential recommendation (SR) can be challenging because they are frequently varied and unobserved. In this paper, Intent contrastive learning with Cross Subsequences for sequential Recommendation (ICSRec) is proposed to model users' latent intentions. Specifically, ICSRec first segments a user's sequential behaviors into multiple subsequences by using a dynamic sliding operation and takes these subsequences into the encoder to generate the representations for the user's intentions. To tackle the problem of no explicit labels for purposes, ICSRec assumes different subsequences with the same target item may represent the same intention and proposes a coarse-grain intent contrastive learning to push these subsequences closer. Then, fine-grain intent contrastive learning is mentioned to capture the fine-grain intentions of subsequences in sequential behaviors. Extensive experiments conducted on four real-world datasets demonstrate the superior performance of the proposed ICSRec model compared with baseline methods.

Frontier Models are Capable of In-context Scheming

Frontier models are increasingly trained and deployed as autonomous agent. One safety concern is that AI agents might covertly pursue misaligned goals, hiding their true capabilities and objectives - also known as scheming. We study whether models have the capability to scheme in pursuit of a goal that we provide in-context and instruct the model to strongly follow. We evaluate frontier models on a suite of six agentic evaluations where models are instructed to pursue goals and are placed in environments that incentivize scheming. Our results show that o1, Claude 3.5 Sonnet, Claude 3 Opus, Gemini 1.5 Pro, and Llama 3.1 405B all demonstrate in-context scheming capabilities. They recognize scheming as a viable strategy and readily engage in such behavior. For example, models strategically introduce subtle mistakes into their responses, attempt to disable their oversight mechanisms, and even exfiltrate what they believe to be their model weights to external servers. Additionally, this deceptive behavior proves persistent. When o1 has engaged in scheming, it maintains its deception in over 85% of follow-up questions and often remains deceptive in multi-turn interrogations. Analysis of the models' chains-of-thought reveals that models explicitly reason about these deceptive strategies, providing evidence that the scheming behavior is not accidental. Surprisingly, we also find rare instances where models engage in scheming when only given a goal, without being strongly nudged to pursue it. We observe cases where Claude 3.5 Sonnet strategically underperforms in evaluations in pursuit of being helpful, a goal that was acquired during training rather than in-context. Our findings demonstrate that frontier models now possess capabilities for basic in-context scheming, making the potential of AI agents to engage in scheming behavior a concrete rather than theoretical concern.

Beyond Preferences in AI Alignment

The dominant practice of AI alignment assumes (1) that preferences are an adequate representation of human values, (2) that human rationality can be understood in terms of maximizing the satisfaction of preferences, and (3) that AI systems should be aligned with the preferences of one or more humans to ensure that they behave safely and in accordance with our values. Whether implicitly followed or explicitly endorsed, these commitments constitute what we term a preferentist approach to AI alignment. In this paper, we characterize and challenge the preferentist approach, describing conceptual and technical alternatives that are ripe for further research. We first survey the limits of rational choice theory as a descriptive model, explaining how preferences fail to capture the thick semantic content of human values, and how utility representations neglect the possible incommensurability of those values. We then critique the normativity of expected utility theory (EUT) for humans and AI, drawing upon arguments showing how rational agents need not comply with EUT, while highlighting how EUT is silent on which preferences are normatively acceptable. Finally, we argue that these limitations motivate a reframing of the targets of AI alignment: Instead of alignment with the preferences of a human user, developer, or humanity-writ-large, AI systems should be aligned with normative standards appropriate to their social roles, such as the role of a general-purpose assistant. Furthermore, these standards should be negotiated and agreed upon by all relevant stakeholders. On this alternative conception of alignment, a multiplicity of AI systems will be able to serve diverse ends, aligned with normative standards that promote mutual benefit and limit harm despite our plural and divergent values.

The multi-modal universe of fast-fashion: the Visuelle 2.0 benchmark

We present Visuelle 2.0, the first dataset useful for facing diverse prediction problems that a fast-fashion company has to manage routinely. Furthermore, we demonstrate how the use of computer vision is substantial in this scenario. Visuelle 2.0 contains data for 6 seasons / 5355 clothing products of Nuna Lie, a famous Italian company with hundreds of shops located in different areas within the country. In particular, we focus on a specific prediction problem, namely short-observation new product sale forecasting (SO-fore). SO-fore assumes that the season has started and a set of new products is on the shelves of the different stores. The goal is to forecast the sales for a particular horizon, given a short, available past (few weeks), since no earlier statistics are available. To be successful, SO-fore approaches should capture this short past and exploit other modalities or exogenous data. To these aims, Visuelle 2.0 is equipped with disaggregated data at the item-shop level and multi-modal information for each clothing item, allowing computer vision approaches to come into play. The main message that we deliver is that the use of image data with deep networks boosts performances obtained when using the time series in long-term forecasting scenarios, ameliorating the WAPE and MAE by up to 5.48% and 7% respectively compared to competitive baseline methods. The dataset is available at https://humaticslab.github.io/forecasting/visuelle

Can Large Language Models Serve as Rational Players in Game Theory? A Systematic Analysis

Game theory, as an analytical tool, is frequently utilized to analyze human behavior in social science research. With the high alignment between the behavior of Large Language Models (LLMs) and humans, a promising research direction is to employ LLMs as substitutes for humans in game experiments, enabling social science research. However, despite numerous empirical researches on the combination of LLMs and game theory, the capability boundaries of LLMs in game theory remain unclear. In this research, we endeavor to systematically analyze LLMs in the context of game theory. Specifically, rationality, as the fundamental principle of game theory, serves as the metric for evaluating players' behavior -- building a clear desire, refining belief about uncertainty, and taking optimal actions. Accordingly, we select three classical games (dictator game, Rock-Paper-Scissors, and ring-network game) to analyze to what extent LLMs can achieve rationality in these three aspects. The experimental results indicate that even the current state-of-the-art LLM (GPT-4) exhibits substantial disparities compared to humans in game theory. For instance, LLMs struggle to build desires based on uncommon preferences, fail to refine belief from many simple patterns, and may overlook or modify refined belief when taking actions. Therefore, we consider that introducing LLMs into game experiments in the field of social science should be approached with greater caution.

Towards Personality-Aware Recommendation

In the last decade new ways of shopping online have increased the possibility of buying products and services more easily and faster than ever. In this new context, personality is a key determinant in the decision making of the consumer when shopping. The two main reasons are: firstly, a person's buying choices are influenced by psychological factors like impulsiveness, and secondly, some consumers may be more susceptible to making impulse purchases than others. To the best of our knowledge, the impact of personality factors on advertisements has been largely neglected at the level of recommender systems. This work proposes a highly innovative research which uses a personality perspective to determine the unique associations among the consumer's buying tendency and advert recommendations. As a matter of fact, the lack of a publicly available benchmark for computational advertising do not allow both the exploration of this intriguing research direction and the evaluation of state-of-the-art algorithms. We present the ADS Dataset, a publicly available benchmark for computational advertising enriched with Big-Five users' personality factors and 1,200 personal users' pictures. The proposed benchmark allows two main tasks: rating prediction over 300 real advertisements (i.e., Rich Media Ads, Image Ads, Text Ads) and click-through rate prediction. Moreover, this work carries out experiments, reviews various evaluation criteria used in the literature, and provides a library for each one of them within one integrated toolbox.

Intent3D: 3D Object Detection in RGB-D Scans Based on Human Intention

In real-life scenarios, humans seek out objects in the 3D world to fulfill their daily needs or intentions. This inspires us to introduce 3D intention grounding, a new task in 3D object detection employing RGB-D, based on human intention, such as "I want something to support my back". Closely related, 3D visual grounding focuses on understanding human reference. To achieve detection based on human intention, it relies on humans to observe the scene, reason out the target that aligns with their intention ("pillow" in this case), and finally provide a reference to the AI system, such as "A pillow on the couch". Instead, 3D intention grounding challenges AI agents to automatically observe, reason and detect the desired target solely based on human intention. To tackle this challenge, we introduce the new Intent3D dataset, consisting of 44,990 intention texts associated with 209 fine-grained classes from 1,042 scenes of the ScanNet dataset. We also establish several baselines based on different language-based 3D object detection models on our benchmark. Finally, we propose IntentNet, our unique approach, designed to tackle this intention-based detection problem. It focuses on three key aspects: intention understanding, reasoning to identify object candidates, and cascaded adaptive learning that leverages the intrinsic priority logic of different losses for multiple objective optimization.

Hierarchical Reinforcement Learning for Modeling User Novelty-Seeking Intent in Recommender Systems

Recommending novel content, which expands user horizons by introducing them to new interests, has been shown to improve users' long-term experience on recommendation platforms chen2021values. Users however are not constantly looking to explore novel content. It is therefore crucial to understand their novelty-seeking intent and adjust the recommendation policy accordingly. Most existing literature models a user's propensity to choose novel content or to prefer a more diverse set of recommendations at individual interactions. Hierarchical structure, on the other hand, exists in a user's novelty-seeking intent, which is manifested as a static and intrinsic user preference for seeking novelty along with a dynamic session-based propensity. To this end, we propose a novel hierarchical reinforcement learning-based method to model the hierarchical user novelty-seeking intent, and to adapt the recommendation policy accordingly based on the extracted user novelty-seeking propensity. We further incorporate diversity and novelty-related measurement in the reward function of the hierarchical RL (HRL) agent to encourage user exploration chen2021values. We demonstrate the benefits of explicitly modeling hierarchical user novelty-seeking intent in recommendations through extensive experiments on simulated and real-world datasets. In particular, we demonstrate that the effectiveness of our proposed hierarchical RL-based method lies in its ability to capture such hierarchically-structured intent. As a result, the proposed HRL model achieves superior performance on several public datasets, compared with state-of-art baselines.

Large Language Models Assume People are More Rational than We Really are

In order for AI systems to communicate effectively with people, they must understand how we make decisions. However, people's decisions are not always rational, so the implicit internal models of human decision-making in Large Language Models (LLMs) must account for this. Previous empirical evidence seems to suggest that these implicit models are accurate -- LLMs offer believable proxies of human behavior, acting how we expect humans would in everyday interactions. However, by comparing LLM behavior and predictions to a large dataset of human decisions, we find that this is actually not the case: when both simulating and predicting people's choices, a suite of cutting-edge LLMs (GPT-4o & 4-Turbo, Llama-3-8B & 70B, Claude 3 Opus) assume that people are more rational than we really are. Specifically, these models deviate from human behavior and align more closely with a classic model of rational choice -- expected value theory. Interestingly, people also tend to assume that other people are rational when interpreting their behavior. As a consequence, when we compare the inferences that LLMs and people draw from the decisions of others using another psychological dataset, we find that these inferences are highly correlated. Thus, the implicit decision-making models of LLMs appear to be aligned with the human expectation that other people will act rationally, rather than with how people actually act.

Real-Time Bidding by Reinforcement Learning in Display Advertising

The majority of online display ads are served through real-time bidding (RTB) --- each ad display impression is auctioned off in real-time when it is just being generated from a user visit. To place an ad automatically and optimally, it is critical for advertisers to devise a learning algorithm to cleverly bid an ad impression in real-time. Most previous works consider the bid decision as a static optimization problem of either treating the value of each impression independently or setting a bid price to each segment of ad volume. However, the bidding for a given ad campaign would repeatedly happen during its life span before the budget runs out. As such, each bid is strategically correlated by the constrained budget and the overall effectiveness of the campaign (e.g., the rewards from generated clicks), which is only observed after the campaign has completed. Thus, it is of great interest to devise an optimal bidding strategy sequentially so that the campaign budget can be dynamically allocated across all the available impressions on the basis of both the immediate and future rewards. In this paper, we formulate the bid decision process as a reinforcement learning problem, where the state space is represented by the auction information and the campaign's real-time parameters, while an action is the bid price to set. By modeling the state transition via auction competition, we build a Markov Decision Process framework for learning the optimal bidding policy to optimize the advertising performance in the dynamic real-time bidding environment. Furthermore, the scalability problem from the large real-world auction volume and campaign budget is well handled by state value approximation using neural networks.

tagE: Enabling an Embodied Agent to Understand Human Instructions

Natural language serves as the primary mode of communication when an intelligent agent with a physical presence engages with human beings. While a plethora of research focuses on natural language understanding (NLU), encompassing endeavors such as sentiment analysis, intent prediction, question answering, and summarization, the scope of NLU directed at situations necessitating tangible actions by an embodied agent remains limited. The inherent ambiguity and incompleteness inherent in natural language present challenges for intelligent agents striving to decipher human intention. To tackle this predicament head-on, we introduce a novel system known as task and argument grounding for Embodied agents (tagE). At its core, our system employs an inventive neural network model designed to extract a series of tasks from complex task instructions expressed in natural language. Our proposed model adopts an encoder-decoder framework enriched with nested decoding to effectively extract tasks and their corresponding arguments from these intricate instructions. These extracted tasks are then mapped (or grounded) to the robot's established collection of skills, while the arguments find grounding in objects present within the environment. To facilitate the training and evaluation of our system, we have curated a dataset featuring complex instructions. The results of our experiments underscore the prowess of our approach, as it outperforms robust baseline models.

SimpleToM: Exposing the Gap between Explicit ToM Inference and Implicit ToM Application in LLMs

While prior work has explored whether large language models (LLMs) possess a "theory of mind" (ToM) - the ability to attribute mental states to oneself and others - there has been little work testing whether LLMs can implicitly apply such knowledge to predict behavior, or to judge whether an observed behavior is rational. Such skills are critical for appropriate interaction in social environments. We create a new dataset, SimpleTom, containing concise, diverse stories (e.g., "The can of Pringles has moldy chips in it. Mary picks up the can in the supermarket and walks to the cashier."), each with three questions that test different degrees of ToM reasoning, asking models to predict (a) mental state ("Is Mary aware of the mold?"), (b) behavior ("Will Mary pay for the chips or report the mold?"), and (c) judgment ("Mary paid for the chips. Was that reasonable?"). To our knowledge, SimpleToM is the first dataset to systematically explore downstream reasoning requiring knowledge of mental states in realistic scenarios. Our experimental results are intriguing: While most models can reliably predict mental state on our dataset (a), they often fail to correctly predict the behavior (b), and fare even worse at judging whether given behaviors are reasonable (c), despite being correctly aware of the protagonist's mental state should make such secondary predictions obvious. We further show that we can help models do better at (b) and (c) via interventions such as reminding the model of its earlier mental state answer and mental-state-specific chain-of-thought prompting, raising the action prediction accuracies (e.g., from 49.5% to 93.5% for GPT-4o) and judgment accuracies (e.g., from 15.3% to 94.7% in GPT-4o). While this shows that models can be coaxed to perform well, it requires task-specific interventions, and the natural model performances remain low, a cautionary tale for LLM deployment.

Language Models Trained to do Arithmetic Predict Human Risky and Intertemporal Choice

The observed similarities in the behavior of humans and Large Language Models (LLMs) have prompted researchers to consider the potential of using LLMs as models of human cognition. However, several significant challenges must be addressed before LLMs can be legitimately regarded as cognitive models. For instance, LLMs are trained on far more data than humans typically encounter, and may have been directly trained on human data in specific cognitive tasks or aligned with human preferences. Consequently, the origins of these behavioral similarities are not well understood. In this paper, we propose a novel way to enhance the utility of LLMs as cognitive models. This approach involves (i) leveraging computationally equivalent tasks that both an LLM and a rational agent need to master for solving a cognitive problem and (ii) examining the specific task distributions required for an LLM to exhibit human-like behaviors. We apply this approach to decision-making -- specifically risky and intertemporal choice -- where the key computationally equivalent task is the arithmetic of expected value calculations. We show that an LLM pretrained on an ecologically valid arithmetic dataset, which we call Arithmetic-GPT, predicts human behavior better than many traditional cognitive models. Pretraining LLMs on ecologically valid arithmetic datasets is sufficient to produce a strong correspondence between these models and human decision-making. Our results also suggest that LLMs used as cognitive models should be carefully investigated via ablation studies of the pretraining data.

Collaborative Metric Learning Recommendation System: Application to Theatrical Movie Releases

Product recommendation systems are important for major movie studios during the movie greenlight process and as part of machine learning personalization pipelines. Collaborative Filtering (CF) models have proved to be effective at powering recommender systems for online streaming services with explicit customer feedback data. CF models do not perform well in scenarios in which feedback data is not available, in cold start situations like new product launches, and situations with markedly different customer tiers (e.g., high frequency customers vs. casual customers). Generative natural language models that create useful theme-based representations of an underlying corpus of documents can be used to represent new product descriptions, like new movie plots. When combined with CF, they have shown to increase the performance in cold start situations. Outside of those cases though in which explicit customer feedback is available, recommender engines must rely on binary purchase data, which materially degrades performance. Fortunately, purchase data can be combined with product descriptions to generate meaningful representations of products and customer trajectories in a convenient product space in which proximity represents similarity. Learning to measure the distance between points in this space can be accomplished with a deep neural network that trains on customer histories and on dense vectorizations of product descriptions. We developed a system based on Collaborative (Deep) Metric Learning (CML) to predict the purchase probabilities of new theatrical releases. We trained and evaluated the model using a large dataset of customer histories, and tested the model for a set of movies that were released outside of the training window. Initial experiments show gains relative to models that do not train on collaborative preferences.

Explaining Large Language Models Decisions Using Shapley Values

The emergence of large language models (LLMs) has opened up exciting possibilities for simulating human behavior and cognitive processes, with potential applications in various domains, including marketing research and consumer behavior analysis. However, the validity of utilizing LLMs as stand-ins for human subjects remains uncertain due to glaring divergences that suggest fundamentally different underlying processes at play and the sensitivity of LLM responses to prompt variations. This paper presents a novel approach based on Shapley values from cooperative game theory to interpret LLM behavior and quantify the relative contribution of each prompt component to the model's output. Through two applications - a discrete choice experiment and an investigation of cognitive biases - we demonstrate how the Shapley value method can uncover what we term "token noise" effects, a phenomenon where LLM decisions are disproportionately influenced by tokens providing minimal informative content. This phenomenon raises concerns about the robustness and generalizability of insights obtained from LLMs in the context of human behavior simulation. Our model-agnostic approach extends its utility to proprietary LLMs, providing a valuable tool for practitioners and researchers to strategically optimize prompts and mitigate apparent cognitive biases. Our findings underscore the need for a more nuanced understanding of the factors driving LLM responses before relying on them as substitutes for human subjects in survey settings. We emphasize the importance of researchers reporting results conditioned on specific prompt templates and exercising caution when drawing parallels between human behavior and LLMs.