Peinan Zhang

Soichiro Murakami, Peinan Zhang, Sho Hoshino et al.

Writing an ad text that attracts people and persuades them to click or act is essential for the success of search engine advertising. Therefore, ad creators must consider various aspects of advertising appeals (A$^3$) such as the price, product features, and quality. However, products and services exhibit unique effective A$^3$ for different industries. In this work, we focus on exploring the effective A$^3$ for different industries with the aim of assisting the ad creation process. To this end, we created a dataset of advertising appeals and used an existing model that detects various aspects for ad texts. Our experiments demonstrated that different industries have their own effective A$^3$ and that the identification of the A$^3$ contributes to the estimation of advertising performance.

Masato Mita, Soichiro Murakami, Akihiko Kato et al.

In response to the limitations of manual ad creation, significant research has been conducted in the field of automatic ad text generation (ATG). However, the lack of comprehensive benchmarks and well-defined problem sets has made comparing different methods challenging. To tackle these challenges, we standardize the task of ATG and propose a first benchmark dataset, CAMERA, carefully designed and enabling the utilization of multi-modal information and facilitating industry-wise evaluations. Our extensive experiments with a variety of nine baselines, from classical methods to state-of-the-art models including large language models (LLMs), show the current state and the remaining challenges. We also explore how existing metrics in ATG and an LLM-based evaluator align with human evaluations.

Soichiro Murakami, Sho Hoshino, Peinan Zhang

Natural language generation methods have emerged as effective tools to help advertisers increase the number of online advertisements they produce. This survey entails a review of the research trends on this topic over the past decade, from template-based to extractive and abstractive approaches using neural networks. Additionally, key challenges and directions revealed through the survey, including metric optimization, faithfulness, diversity, multimodality, and the development of benchmark datasets, are discussed.

Soichiro Murakami, Peinan Zhang, Hidetaka Kamigaito et al.

Effective linguistic choices that attract potential customers play crucial roles in advertising success. This study aims to explore the linguistic features of ad texts that influence human preferences. Although the creation of attractive ad texts is an active area of research, progress in understanding the specific linguistic features that affect attractiveness is hindered by several obstacles. First, human preferences are complex and influenced by multiple factors, including their content, such as brand names, and their linguistic styles, making analysis challenging. Second, publicly available ad text datasets that include human preferences are lacking, such as ad performance metrics and human feedback, which reflect people's interests. To address these problems, we present AdParaphrase, a paraphrase dataset that contains human preferences for pairs of ad texts that are semantically equivalent but differ in terms of wording and style. This dataset allows for preference analysis that focuses on the differences in linguistic features. Our analysis revealed that ad texts preferred by human judges have higher fluency, longer length, more nouns, and use of bracket symbols. Furthermore, we demonstrate that an ad text-generation model that considers these findings significantly improves the attractiveness of a given text. The dataset is publicly available at: https://github.com/CyberAgentAILab/AdParaphrase.

Soichiro Murakami, Peinan Zhang, Hidetaka Kamigaito et al.

Identifying factors that make ad text attractive is essential for advertising success. This study proposes AdParaphrase v2.0, a dataset for ad text paraphrasing, containing human preference data, to enable the analysis of the linguistic factors and to support the development of methods for generating attractive ad texts. Compared with v1.0, this dataset is 20 times larger, comprising 16,460 ad text paraphrase pairs, each annotated with preference data from ten evaluators, thereby enabling a more comprehensive and reliable analysis. Through the experiments, we identified multiple linguistic features of engaging ad texts that were not observed in v1.0 and explored various methods for generating attractive ad texts. Furthermore, our analysis demonstrated the relationships between human preference and ad performance, and highlighted the potential of reference-free metrics based on large language models for evaluating ad text attractiveness. The dataset is publicly available at: https://github.com/CyberAgentAILab/AdParaphrase-v2.0.

Boxuan Lyu, Soichiro Murakami, Hidetaka Kamigaito et al.

Mixture-of-Experts (MoE) architectures scale large language models efficiently by employing a parametric "router" to dispatch tokens to a sparse subset of experts. Typically, this router is trained once and then frozen, rendering routing decisions brittle under distribution shifts. We address this limitation by introducing kNN-MoE, a retrieval-augmented routing framework that reuses optimal expert assignments from a memory of similar past cases. This memory is constructed offline by directly optimizing token-wise routing logits to maximize the likelihood on a reference set. Crucially, we use the aggregate similarity of retrieved neighbors as a confidence-driven mixing coefficient, thus allowing the method to fall back to the frozen router when no relevant cases are found. Experiments show kNN-MoE outperforms zero-shot baselines and rivals computationally expensive supervised fine-tuning.

Kosuke Yamada, Peinan Zhang

Conditional text embedding is a proposed representation that captures the shift in perspective on texts when conditioned on a specific aspect. Previous methods have relied on extensive training data for fine-tuning models, leading to challenges in terms of labor and resource costs. We propose PonTE, a novel unsupervised conditional text embedding method that leverages a causal large language model and a conditional prompt. Through experiments on conditional semantic text similarity and text clustering, we demonstrate that PonTE can generate useful conditional text embeddings and achieve performance comparable to supervised methods without fine-tuning. We also show the interpretability of text embeddings with PonTE by analyzing word generation following prompts and embedding visualization.

Sho Hoshino, Akihiko Kato, Soichiro Murakami et al.

Learning better sentence embeddings leads to improved performance for natural language understanding tasks including semantic textual similarity (STS) and natural language inference (NLI). As prior studies leverage large-scale labeled NLI datasets for fine-tuning masked language models to yield sentence embeddings, task performance for languages other than English is often left behind. In this study, we directly compared two data augmentation techniques as potential solutions for monolingual STS: (a) cross-lingual transfer that exploits English resources alone as training data to yield non-English sentence embeddings as zero-shot inference, and (b) machine translation that coverts English data into pseudo non-English training data in advance. In our experiments on monolingual STS in Japanese and Korean, we find that the two data techniques yield performance on par. Rather, we find a superiority of the Wikipedia domain over the NLI domain for these languages, in contrast to prior studies that focused on NLI as training data. Combining our findings, we demonstrate that the cross-lingual transfer of Wikipedia data exhibits improved performance, and that native Wikipedia data can further improve performance for monolingual STS.

Ukyo Honda, Soichiro Murakami, Peinan Zhang

Recent advances in large language models (LLMs) enable effective in-context learning (ICL) with many-shot examples, but at the cost of high computational demand due to longer input tokens. To address this, we propose cheat-sheet ICL, which distills the information from many-shot ICL into a concise textual summary (cheat sheet) used as the context at inference time. Experiments on challenging reasoning tasks show that cheat-sheet ICL achieves comparable or better performance than many-shot ICL with far fewer tokens, and matches retrieval-based ICL without requiring test-time retrieval. These findings demonstrate that cheat-sheet ICL is a practical alternative for leveraging LLMs in downstream tasks.

Ukyo Honda, Tatsushi Oka, Peinan Zhang et al.

Recent models for natural language understanding are inclined to exploit simple patterns in datasets, commonly known as shortcuts. These shortcuts hinge on spurious correlations between labels and latent features existing in the training data. At inference time, shortcut-dependent models are likely to generate erroneous predictions under distribution shifts, particularly when some latent features are no longer correlated with the labels. To avoid this, previous studies have trained models to eliminate the reliance on shortcuts. In this study, we explore a different direction: pessimistically aggregating the predictions of a mixture-of-experts, assuming each expert captures relatively different latent features. The experimental results demonstrate that our post-hoc control over the experts significantly enhances the model's robustness to the distribution shift in shortcuts. Besides, we show that our approach has some practical advantages. We also analyze our model and provide results to support the assumption.