Yaman K Singla

Ashutosh Ojha, Vinay Aggarwal, Ashutosh Srivastava et al.

Real-world tasks often lack large labeled datasets, motivating extensive work on learning in low-data regimes. However, existing approaches such as few-shot prompting, instruction tuning, and synthetic data generation, continue to treat labeled or pseudo-labeled data as the primary learning signal. In contrast, human practitioners acquire expertise through repeated, self-directed interaction with the open web, progressively refining both domain knowledge and search strategies. We propose MEMENTO, a framework that treats the web as a learning signal rather than a stateless retrieval interface. MEMENTO operates at two levels: within each session, it conducts iterative web exploration via an Adaptive Exploration Tree (AET) that decomposes tasks into evolving questions and reflects on intermediate findings; across sessions, it accumulates experience through dual-channel memory, separating declarative knowledge (facts) from procedural knowledge (search strategies). This design enables agents to learn reusable research strategies and domain expertise from trajectories of web interaction without additional model training. We evaluate MEMENTO on two low-data professional domains: sales automation and legal research. Our empirical results show consistent improvements in performance over ReAct based baselines (+25.6% on sales automation and 36.5% on legal research), demonstrating that the web can serve as a scalable learning source for acquiring task-specific expertise in data-scarce settings.

Varun Khurana, Yaman K Singla, Jayakumar Subramanian et al.

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.

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).

Aanisha Bhattacharya, Yaman K Singla, Balaji Krishnamurthy et al.

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.