LLMs are increasingly being used in workflows involving generating content to be consumed by humans (e.g., marketing) and also in directly interacting with humans (e.g., through chatbots). The development of such systems that are capable of generating verifiably persuasive messages presents both opportunities and challenges for society. On the one hand, such systems could positively impact domains like advertising and social good, such as addressing drug addiction, and on the other, they could be misused for spreading misinformation and shaping political opinions. To channel LLMs' impact on society, we need to develop systems to measure and benchmark their persuasiveness. With this motivation, we introduce PersuasionBench and PersuasionArena, the first large-scale benchmark and arena containing a battery of tasks to measure the persuasion ability of generative models automatically. We investigate to what extent LLMs know and leverage linguistic patterns that can help them generate more persuasive language. Our findings indicate that the persuasiveness of LLMs correlates positively with model size, but smaller models can also be made to have a higher persuasiveness than much larger models. Notably, targeted training using synthetic and natural datasets significantly enhances smaller models' persuasive capabilities, challenging scale-dependent assumptions. Our findings carry key implications for both model developers and policymakers. For instance, while the EU AI Act and California's SB-1047 aim to regulate AI models based on the number of floating point operations, we demonstrate that simple metrics like this alone fail to capture the full scope of AI's societal impact. We invite the community to explore and contribute to PersuasionArena and PersuasionBench, available at https://bit.ly/measure-persuasion, to advance our understanding of AI-driven persuasion and its societal implications.

Communication is defined as "Who says what to whom with what effect." A message from a communicator generates downstream receiver effects, also known as behavior. Receiver behavior, being a downstream effect of the message, carries rich signals about it. Even after carrying signals about the message, the behavior data is often ignored while training large language models. We show that training LLMs on receiver behavior can actually help improve their content-understanding abilities. Specifically, we show that training LLMs to predict the receiver behavior of likes and comments improves the LLM's performance on a wide variety of downstream content understanding tasks. We show this performance increase over 40 video and image understanding tasks over 23 benchmark datasets across both 0-shot and fine-tuning settings, outperforming many supervised baselines. Moreover, since receiver behavior, such as likes and comments, is collected by default on the internet and does not need any human annotations to be useful, the performance improvement we get after training on this data is essentially free-lunch. We release the receiver behavior cleaned comments and likes of 750k images and videos collected from multiple platforms along with our instruction-tuning data.

Table understanding capability of Large Language Models (LLMs) has been extensively studied through the task of question-answering (QA) over tables. Typically, only a small part of the whole table is relevant to derive the answer for a given question. The irrelevant parts act as noise and are distracting information, resulting in sub-optimal performance due to the vulnerability of LLMs to noise. To mitigate this, we propose CABINET (Content RelevAnce-Based NoIse ReductioN for TablE QuesTion-Answering) - a framework to enable LLMs to focus on relevant tabular data by suppressing extraneous information. CABINET comprises an Unsupervised Relevance Scorer (URS), trained differentially with the QA LLM, that weighs the table content based on its relevance to the input question before feeding it to the question-answering LLM (QA LLM). To further aid the relevance scorer, CABINET employs a weakly supervised module that generates a parsing statement describing the criteria of rows and columns relevant to the question and highlights the content of corresponding table cells. CABINET significantly outperforms various tabular LLM baselines, as well as GPT3-based in-context learning methods, is more robust to noise, maintains outperformance on tables of varying sizes, and establishes new SoTA performance on WikiTQ, FeTaQA, and WikiSQL datasets. We release our code and datasets at https://github.com/Sohanpatnaik106/CABINET_QA.

Marketers spend billions of dollars on advertisements but to what end? At the time of purchase, if customers cannot recognize the brand for which they saw an ad, the money spent on the ad is essentially wasted. Despite its importance in marketing, until now, there has been no study on the memorability of ads in the ML literature. Most studies have been conducted on short-term recall (<5 mins) on specific content types like object and action videos. On the other hand, the advertising industry only cares about long-term memorability, and ads are almost always highly multimodal, depicting a story through its different modalities. With this motivation, we release the first large-scale memorability dataset, LAMDBA, consisting of 1749 participants and 2205 ads covering 276 brands. Running statistical tests over different participant subpopulations and ad types, we find many interesting insights into what makes an ad memorable. For e.g., we find that brands that use commercials with fast-moving scenes are more memorable than those with slower scenes (p=8e-10) and that people who use ad-blockers remember fewer ads than those who don't (p=5e-3). Next, to simulate the memorability of marketing materials for a particular audience, we present a novel model, Henry, trained to leverage real-world knowledge of LLMs and visual knowledge to predict the memorability. We test Henry on all the prominent memorability datasets in literature (both images and videos) and achieve state-of-the-art performance across all of them. Henry shows strong generalization showing better results in 0-shot on unseen datasets. Next, we propose the task of memorable ad generation and release a large-scale ad dataset, UltraLAMBDA, consisting of 4 million ads with their Henry-assigned memorability scores. We show that aligning Henry to generate memorable content improves memorability scores by more than 25%.

The last few years have witnessed great success on image generation, which has crossed the acceptance thresholds of aesthetics, making it directly applicable to personal and commercial applications. However, images, especially in marketing and advertising applications, are often created as a means to an end as opposed to just aesthetic concerns. The goal can be increasing sales, getting more clicks, likes, or image sales (in the case of stock businesses). Therefore, the generated images need to perform well on these key performance indicators (KPIs), in addition to being aesthetically good. In this paper, we make the first endeavor to answer the question of "How can one infuse the knowledge of the end-goal within the image generation process itself to create not just better-looking images but also "better-performing'' images?''. We propose BoigLLM, an LLM that understands both image content and user behavior. BoigLLM knows how an image should look to get a certain required KPI. We show that BoigLLM outperforms 13x larger models such as GPT-3.5 and GPT-4 in this task, demonstrating that while these state-of-the-art models can understand images, they lack information on how these images perform in the real world. To generate actual pixels of behavior-conditioned images, we train a diffusion-based model (BoigSD) to align with a proposed BoigLLM-defined reward. We show the performance of the overall pipeline on two datasets covering two different behaviors: a stock dataset with the number of forward actions as the KPI and a dataset containing tweets with the total likes as the KPI, denoted as BoigBench. To advance research in the direction of utility-driven image generation and understanding, we release BoigBench, a benchmark dataset containing 168 million enterprise tweets with their media, brand account names, time of post, and total likes.

Fairness in Language Models (LMs) remains a longstanding challenge, given the inherent biases in training data that can be perpetuated by models and affect the downstream tasks. Recent methods employ expensive retraining or attempt debiasing during inference by constraining model outputs to contrast from a reference set of biased templates or exemplars. Regardless, they dont address the primary goal of fairness to maintain equitability across different demographic groups. In this work, we posit that inferencing LMs to generate unbiased output for one demographic under a context ensues from being aware of outputs for other demographics under the same context. To this end, we propose Counterfactually Aware Fair InferencE (CAFIE), a framework that dynamically compares the model understanding of diverse demographics to generate more equitable sentences. We conduct an extensive empirical evaluation using base LMs of varying sizes and across three diverse datasets and found that CAFIE outperforms strong baselines. CAFIE produces fairer text and strikes the best balance between fairness and language modeling capability

Shannon, in his seminal paper introducing information theory, divided the communication into three levels: technical, semantic, and effectivenss. While the technical level is concerned with accurate reconstruction of transmitted symbols, the semantic and effectiveness levels deal with the inferred meaning and its effect on the receiver. Thanks to telecommunications, the first level problem has produced great advances like the internet. Large Language Models (LLMs) make some progress towards the second goal, but the third level still remains largely untouched. The third problem deals with predicting and optimizing communication for desired receiver behavior. LLMs, while showing wide generalization capabilities across a wide range of tasks, are unable to solve for this. One reason for the underperformance could be a lack of ``behavior tokens'' in LLMs' training corpora. Behavior tokens define receiver behavior over a communication, such as shares, likes, clicks, purchases, retweets, etc. While preprocessing data for LLM training, behavior tokens are often removed from the corpora as noise. Therefore, in this paper, we make some initial progress towards reintroducing behavior tokens in LLM training. The trained models, other than showing similar performance to LLMs on content understanding tasks, show generalization capabilities on behavior simulation, content simulation, behavior understanding, and behavior domain adaptation. Using a wide range of tasks on two corpora, we show results on all these capabilities. We call these models Large Content and Behavior Models (LCBMs). Further, to spur more research on LCBMs, we release our new Content Behavior Corpus (CBC), a repository containing communicator, message, and corresponding receiver behavior.

Multimedia content, such as advertisements and story videos, exhibit a rich blend of creativity and multiple modalities. They incorporate elements like text, visuals, audio, and storytelling techniques, employing devices like emotions, symbolism, and slogans to convey meaning. There is a dearth of large annotated training datasets in the multimedia domain hindering the development of supervised learning models with satisfactory performance for real-world applications. On the other hand, the rise of large language models (LLMs) has witnessed remarkable zero-shot performance in various natural language processing (NLP) tasks, such as emotion classification, question-answering, and topic classification. To leverage such advanced techniques to bridge this performance gap in multimedia understanding, we propose verbalizing long videos to generate their descriptions in natural language, followed by performing video-understanding tasks on the generated story as opposed to the original video. Through extensive experiments on fifteen video-understanding tasks, we demonstrate that our method, despite being zero-shot, achieves significantly better results than supervised baselines for video understanding. Furthermore, to alleviate a lack of story understanding benchmarks, we publicly release the first dataset on a crucial task in computational social science on persuasion strategy identification.

A salient characteristic of pre-trained language models (PTLMs) is a remarkable improvement in their generalization capability and emergence of new capabilities with increasing model capacity and pre-training dataset size. Consequently, we are witnessing the development of enormous models pushing the state-of-the-art. It is, however, imperative to realize that this inevitably leads to prohibitively long training times, extortionate computing costs, and a detrimental environmental impact. Significant efforts are underway to make PTLM training more efficient through innovations in model architectures, training pipelines, and loss function design, with scant attention being paid to optimizing the utility of training data. The key question that we ask is whether it is possible to train PTLMs by employing only highly informative subsets of the training data while maintaining downstream performance? Building upon the recent progress in informative data subset selection, we show how we can employ submodular optimization to select highly representative subsets of the training corpora and demonstrate that the proposed framework can be applied to efficiently train multiple PTLMs (BERT, BioBERT, GPT-2) using only a fraction of data. Further, we perform a rigorous empirical evaluation to show that the resulting models achieve up to $\sim99\%$ of the performance of the fully-trained models. We made our framework publicly available at https://github.com/Efficient-AI/ingenious.

The two-time scale nature of SAC, which is an actor-critic algorithm, is characterised by the fact that the critic estimate has not converged for the actor at any given time, but since the critic learns faster than the actor, it ensures eventual consistency between the two. Various strategies have been introduced in literature to learn better gradient estimates to help achieve better convergence. Since gradient estimates depend upon the critic, we posit that improving the critic can provide a better gradient estimate for the actor at each time. Utilizing this, we propose Soft Actor Retrospective Critic (SARC), where we augment the SAC critic loss with another loss term - retrospective loss - leading to faster critic convergence and consequently, better policy gradient estimates for the actor. An existing implementation of SAC can be easily adapted to SARC with minimal modifications. Through extensive experimentation and analysis, we show that SARC provides consistent improvement over SAC on benchmark environments.