Somesh Singh

Harini SI, Somesh Singh, Yaman K Singla et al.

Despite the importance of long-term memory in marketing and brand building, until now, there has been no large-scale study on the memorability of ads. All previous memorability studies have been conducted on short-term recall on specific content types like action videos. On the other hand, long-term memorability is crucial for the advertising industry, and ads are almost always highly multimodal. Therefore, we release the first memorability dataset, LAMBDA, 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, e.g., fast-moving ads are more memorable than those with slower scenes; people who use ad-blockers remember a lower number of ads than those who don't. Next, we present a model, Henry, to predict the memorability of a content. Henry achieves state-of-the-art performance across all prominent literature memorability datasets. It shows strong generalization performance with better results in 0-shot on unseen datasets. Finally, with the intent of memorable ad generation, we present a scalable method to build a high-quality memorable ad generation model by leveraging automatically annotated data. Our approach, SEED (Self rEwarding mEmorability Modeling), starts with a language model trained on LAMBDA as seed data and progressively trains an LLM to generate more memorable ads. We show that the generated advertisements have 44% higher memorability scores than the original ads. We release this large-scale ad dataset, UltraLAMBDA, consisting of 5 million ads. Our code and the datasets, LAMBDA and UltraLAMBDA, are open-sourced at https://behavior-in-the-wild.github.io/memorability.

Somesh Singh, Harini S, Yaman K Singla et al.

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 46 video and image understanding tasks over 26 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.

Ashmit Khandelwal, Aditya Agrawal, Aanisha Bhattacharyya et al.

Shannon and Weaver's seminal information theory divides communication into three levels: technical, semantic, and effectiveness. While the technical level deals with the accurate reconstruction of transmitted symbols, the semantic and effectiveness levels deal with the inferred meaning and its effect on the receiver. Large Language Models (LLMs), with their wide generalizability, make some progress towards the second level. However, LLMs and other communication models are not conventionally designed for predicting and optimizing communication for desired receiver behaviors and intents. As a result, the effectiveness level remains largely untouched by modern communication systems. In this paper, we introduce the receivers' "behavior tokens," such as shares, likes, clicks, purchases, and retweets, in the LLM's training corpora to optimize content for the receivers and predict their behaviors. Other than showing similar performance to LLMs on content understanding tasks, our trained models show generalization capabilities on the behavior dimension for behavior simulation, content simulation, behavior understanding, and behavior domain adaptation. We show results on all these capabilities using a wide range of tasks on three corpora. 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 (https://behavior-in-the-wild.github.io/LCBM).

Swapnil Parekh, Yaman Singla Kumar, Somesh Singh et al.

It is well known that natural language models are vulnerable to adversarial attacks, which are mostly input-specific in nature. Recently, it has been shown that there also exist input-agnostic attacks in NLP models, called universal adversarial triggers. However, existing methods to craft universal triggers are data intensive. They require large amounts of data samples to generate adversarial triggers, which are typically inaccessible by attackers. For instance, previous works take 3000 data samples per class for the SNLI dataset to generate adversarial triggers. In this paper, we present a novel data-free approach, MINIMAL, to mine input-agnostic adversarial triggers from models. Using the triggers produced with our data-free algorithm, we reduce the accuracy of Stanford Sentiment Treebank's positive class from 93.6% to 9.6%. Similarly, for the Stanford Natural Language Inference (SNLI), our single-word trigger reduces the accuracy of the entailment class from 90.95% to less than 0.6\%. Despite being completely data-free, we get equivalent accuracy drops as data-dependent methods.

Yaman Kumar Singla, Swapnil Parekh, Somesh Singh et al.

Deep-learning based Automatic Essay Scoring (AES) systems are being actively used by states and language testing agencies alike to evaluate millions of candidates for life-changing decisions ranging from college applications to visa approvals. However, little research has been put to understand and interpret the black-box nature of deep-learning based scoring algorithms. Previous studies indicate that scoring models can be easily fooled. In this paper, we explore the reason behind their surprising adversarial brittleness. We utilize recent advances in interpretability to find the extent to which features such as coherence, content, vocabulary, and relevance are important for automated scoring mechanisms. We use this to investigate the oversensitivity i.e., large change in output score with a little change in input essay content) and overstability i.e., little change in output scores with large changes in input essay content) of AES. Our results indicate that autoscoring models, despite getting trained as "end-to-end" models with rich contextual embeddings such as BERT, behave like bag-of-words models. A few words determine the essay score without the requirement of any context making the model largely overstable. This is in stark contrast to recent probing studies on pre-trained representation learning models, which show that rich linguistic features such as parts-of-speech and morphology are encoded by them. Further, we also find that the models have learnt dataset biases, making them oversensitive. To deal with these issues, we propose detection-based protection models that can detect oversensitivity and overstability causing samples with high accuracies. We find that our proposed models are able to detect unusual attribution patterns and flag adversarial samples successfully.

Rajaswa Patil, Somesh Singh, Swati Agarwal

Propaganda spreads the ideology and beliefs of like-minded people, brainwashing their audiences, and sometimes leading to violence. SemEval 2020 Task-11 aims to design automated systems for news propaganda detection. Task-11 consists of two sub-tasks, namely, Span Identification - given any news article, the system tags those specific fragments which contain at least one propaganda technique; and Technique Classification - correctly classify a given propagandist statement amongst 14 propaganda techniques. For sub-task 1, we use contextual embeddings extracted from pre-trained transformer models to represent the text data at various granularities and propose a multi-granularity knowledge sharing approach. For sub-task 2, we use an ensemble of BERT and logistic regression classifiers with linguistic features. Our results reveal that the linguistic features are the strong indicators for covering minority classes in a highly imbalanced dataset.