Generating Attractive and Authentic Copywriting from Customer Reviews
This addresses the problem of repetitive e-commerce copywriting for marketers, though it is incremental as it builds on existing sequence-to-sequence and reinforcement learning methods.
The paper tackled generating product copywriting from customer reviews to avoid dull content from product attributes, achieving superior attractiveness and faithfulness over baselines and zero-shot LLMs like GPT-3.5.
The goal of product copywriting is to capture the interest of potential buyers by emphasizing the features of products through text descriptions. As e-commerce platforms offer a wide range of services, it's becoming essential to dynamically adjust the styles of these auto-generated descriptions. Typical approaches to copywriting generation often rely solely on specified product attributes, which may result in dull and repetitive content. To tackle this issue, we propose to generate copywriting based on customer reviews, as they provide firsthand practical experiences with products, offering a richer source of information than just product attributes. We have developed a sequence-to-sequence framework, enhanced with reinforcement learning, to produce copywriting that is attractive, authentic, and rich in information. Our framework outperforms all existing baseline and zero-shot large language models, including LLaMA-2-chat-7B and GPT-3.5, in terms of both attractiveness and faithfulness. Furthermore, this work features the use of LLMs for aspect-based summaries collection and argument allure assessment. Experiments demonstrate the effectiveness of using LLMs for marketing domain corpus construction. The code and the dataset is publicly available at: https://github.com/YuXiangLin1234/Copywriting-Generation.