مؤتمر
How Good are LLMs in Generating Personalized Advertisements?
| العنوان: | How Good are LLMs in Generating Personalized Advertisements? |
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| المؤلفون: | Meguellati, Elyas, Han, Lei, Bernstein, Abraham, Sadiq, Shazia, Demartini, Gianluca |
| المصدر: | Meguellati, Elyas; Han, Lei; Bernstein, Abraham; Sadiq, Shazia; Demartini, Gianluca (2024). How Good are LLMs in Generating Personalized Advertisements? In: WWW '24: The ACM Web Conference 2024, Singapore, Singapore, 13 May 2024 - 17 May 2024. ACM Digital library, 826-829. |
| بيانات النشر: | ACM Digital library |
| سنة النشر: | 2024 |
| المجموعة: | University of Zurich (UZH): ZORA (Zurich Open Repository and Archive |
| مصطلحات موضوعية: | Department of Informatics, 000 Computer science, knowledge & systems, Large language models, Personalization, Bias, User Engagement |
| الوصف: | In this paper, we explore the potential of large language models (LLMs) in generating personalized online advertisements (ads) tailored to specific personality traits, focusing on openness and neuroticism. We conducted a user study involving two tasks to understand the performance of LLM-generated ads compared to human-written ads in different online environments. Task 1 simulates a social media environment where users encounter ads while scrolling through their feed. Task 2 mimics a shopping website environment where users are presented with multiple sponsored products side-by-side. Our results indicate that LLM-generated ads targeting the openness trait positively impact user engagement and preferences, with performance comparable to human-written ads. Furthermore, in both scenarios, the overall effectiveness of LLM-generated ads was found to be similar to that of human-written ads, highlighting the potential of LLM-generated personalised content to rival traditional advertising methods with the added advantage of scalability. This study underscores the need for cautious consideration in the deployment of LLM-generated content at scale. While our findings confirm the scalability and potential effectiveness of LLM-generated content, there is an equally pressing concern about the ease with which it can be misused. |
| نوع الوثيقة: | conference object |
| وصف الملف: | application/pdf |
| اللغة: | English |
| ردمك: | 979-84-00-70172-6 |
| العلاقة: | https://www.zora.uzh.ch/id/eprint/259646/1/ZORA_3589335_3651520.pdfTest; urn:isbn:979-8-4007-0172-6 |
| DOI: | 10.5167/uzh-259646 |
| DOI: | 10.1145/3589335.3651520 |
| الإتاحة: | https://doi.org/10.5167/uzh-25964610.1145/3589335.3651520Test https://www.zora.uzh.ch/id/eprint/259646Test/ https://www.zora.uzh.ch/id/eprint/259646/1/ZORA_3589335_3651520.pdfTest |
| حقوق: | info:eu-repo/semantics/openAccess |
| رقم الانضمام: | edsbas.40271AC3 |
| قاعدة البيانات: | BASE |
| ردمك: | 9798400701726 |
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| DOI: | 10.5167/uzh-259646 |