Soichiro Murakami

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.

Soichiro Murakami, Hidetaka Kamigaito, Hiroya Takamura et al.

Humor is a salient testbed for human-like creative thinking in large language models (LLMs). We study humor using the Japanese creative response game Oogiri, in which participants produce witty responses to a given prompt, and ask the following research question: What makes such responses funny to humans? Previous work has offered only limited reliable means to answer this question. Existing datasets contain few candidate responses per prompt, expose popularity signals during ratings, and lack objective and comparable metrics for funniness. Thus, we introduce Oogiri-Master and Oogiri-Corpus, which are a benchmark and dataset designed to enable rigorous evaluation of humor understanding in LLMs. Each prompt is paired with approximately 100 diverse candidate responses, and funniness is rated independently by approximately 100 human judges without access to others' ratings, reducing popularity bias and enabling robust aggregation. Using Oogiri-Corpus, we conduct a quantitative analysis of the linguistic factors associated with funniness, such as text length, ambiguity, and incongruity resolution, and derive objective metrics for predicting human judgments. Subsequently, we benchmark a range of LLMs and human baselines in Oogiri-Master, demonstrating that state-of-the-art models approach human performance and that insight-augmented prompting improves the model performance. Our results provide a principled basis for evaluating and advancing humor understanding in LLMs.

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.

Masayuki Kawarada, Kodai Watanabe, Soichiro Murakami

We introduce GAIN (Goal-Aligned Decision-Making under Imperfect Norms), a benchmark designed to evaluate how large language models (LLMs) balance adherence to norms against business goals. Existing benchmarks typically focus on abstract scenarios rather than real-world business applications. Furthermore, they provide limited insights into the factors influencing LLM decision-making. This restricts their ability to measure models' adaptability to complex, real-world norm-goal conflicts. In GAIN, models receive a goal, a specific situation, a norm, and additional contextual pressures. These pressures, explicitly designed to encourage potential norm deviations, are a unique feature that differentiates GAIN from other benchmarks, enabling a systematic evaluation of the factors influencing decision-making. We define five types of pressures: Goal Alignment, Risk Aversion, Emotional/Ethical Appeal, Social/Authoritative Influence, and Personal Incentive. The benchmark comprises 1,200 scenarios across four domains: hiring, customer support, advertising and finance. Our experiments show that advanced LLMs frequently mirror human decision-making patterns. However, when Personal Incentive pressure is present, they diverge significantly, showing a strong tendency to adhere to norms rather than deviate from them.

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.

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.

Yoichi Aoki, Soichiro Murakami, Ukyo Honda et al.

In natural language generation for advertising, creating diverse and engaging ad texts is crucial for capturing a broad audience and avoiding advertising fatigue. Regardless of the importance of diversity, the impact of the diversity-enhancing methods in ad text generation -- mainly tested on tasks such as summarization and machine translation -- has not been thoroughly explored. Ad text generation significantly differs from these tasks owing to the text style and requirements. This research explores the relationship between diversity and ad quality in ad text generation by considering multiple factors, such as diversity-enhancing methods, their hyperparameters, input-output formats, and the models.

Soichiro Murakami, Makoto Morishita, Tsutomu Hirao et al.

This paper describes NTT's submission to the WMT19 robustness task. This task mainly focuses on translating noisy text (e.g., posts on Twitter), which presents different difficulties from typical translation tasks such as news. Our submission combined techniques including utilization of a synthetic corpus, domain adaptation, and a placeholder mechanism, which significantly improved over the previous baseline. Experimental results revealed the placeholder mechanism, which temporarily replaces the non-standard tokens including emojis and emoticons with special placeholder tokens during translation, improves translation accuracy even with noisy texts.