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Mar 20

How Are LLMs Mitigating Stereotyping Harms? Learning from Search Engine Studies

With the widespread availability of LLMs since the release of ChatGPT and increased public scrutiny, commercial model development appears to have focused their efforts on 'safety' training concerning legal liabilities at the expense of social impact evaluation. This mimics a similar trend which we could observe for search engine autocompletion some years prior. We draw on scholarship from NLP and search engine auditing and present a novel evaluation task in the style of autocompletion prompts to assess stereotyping in LLMs. We assess LLMs by using four metrics, namely refusal rates, toxicity, sentiment and regard, with and without safety system prompts. Our findings indicate an improvement to stereotyping outputs with the system prompt, but overall a lack of attention by LLMs under study to certain harms classified as toxic, particularly for prompts about peoples/ethnicities and sexual orientation. Mentions of intersectional identities trigger a disproportionate amount of stereotyping. Finally, we discuss the implications of these findings about stereotyping harms in light of the coming intermingling of LLMs and search and the choice of stereotyping mitigation policy to adopt. We address model builders, academics, NLP practitioners and policy makers, calling for accountability and awareness concerning stereotyping harms, be it for training data curation, leader board design and usage, or social impact measurement.

Evaluating the Social Impact of Generative AI Systems in Systems and Society

Generative AI systems across modalities, ranging from text, image, audio, and video, have broad social impacts, but there exists no official standard for means of evaluating those impacts and which impacts should be evaluated. We move toward a standard approach in evaluating a generative AI system for any modality, in two overarching categories: what is able to be evaluated in a base system that has no predetermined application and what is able to be evaluated in society. We describe specific social impact categories and how to approach and conduct evaluations in the base technical system, then in people and society. Our framework for a base system defines seven categories of social impact: bias, stereotypes, and representational harms; cultural values and sensitive content; disparate performance; privacy and data protection; financial costs; environmental costs; and data and content moderation labor costs. Suggested methods for evaluation apply to all modalities and analyses of the limitations of existing evaluations serve as a starting point for necessary investment in future evaluations. We offer five overarching categories for what is able to be evaluated in society, each with their own subcategories: trustworthiness and autonomy; inequality, marginalization, and violence; concentration of authority; labor and creativity; and ecosystem and environment. Each subcategory includes recommendations for mitigating harm. We are concurrently crafting an evaluation repository for the AI research community to contribute existing evaluations along the given categories. This version will be updated following a CRAFT session at ACM FAccT 2023.

Corrective or Backfire: Characterizing and Predicting User Response to Social Correction

Online misinformation poses a global risk with harmful implications for society. Ordinary social media users are known to actively reply to misinformation posts with counter-misinformation messages, which is shown to be effective in containing the spread of misinformation. Such a practice is defined as "social correction". Nevertheless, it remains unknown how users respond to social correction in real-world scenarios, especially, will it have a corrective or backfire effect on users. Investigating this research question is pivotal for developing and refining strategies that maximize the efficacy of social correction initiatives. To fill this gap, we conduct an in-depth study to characterize and predict the user response to social correction in a data-driven manner through the lens of X (Formerly Twitter), where the user response is instantiated as the reply that is written toward a counter-misinformation message. Particularly, we first create a novel dataset with 55, 549 triples of misinformation tweets, counter-misinformation replies, and responses to counter-misinformation replies, and then curate a taxonomy to illustrate different kinds of user responses. Next, fine-grained statistical analysis of reply linguistic and engagement features as well as repliers' user attributes is conducted to illustrate the characteristics that are significant in determining whether a reply will have a corrective or backfire effect. Finally, we build a user response prediction model to identify whether a social correction will be corrective, neutral, or have a backfire effect, which achieves a promising F1 score of 0.816. Our work enables stakeholders to monitor and predict user responses effectively, thus guiding the use of social correction to maximize their corrective impact and minimize backfire effects. The code and data is accessible on https://github.com/claws-lab/response-to-social-correction.

Reddit-Impacts: A Named Entity Recognition Dataset for Analyzing Clinical and Social Effects of Substance Use Derived from Social Media

Substance use disorders (SUDs) are a growing concern globally, necessitating enhanced understanding of the problem and its trends through data-driven research. Social media are unique and important sources of information about SUDs, particularly since the data in such sources are often generated by people with lived experiences. In this paper, we introduce Reddit-Impacts, a challenging Named Entity Recognition (NER) dataset curated from subreddits dedicated to discussions on prescription and illicit opioids, as well as medications for opioid use disorder. The dataset specifically concentrates on the lesser-studied, yet critically important, aspects of substance use--its clinical and social impacts. We collected data from chosen subreddits using the publicly available Application Programming Interface for Reddit. We manually annotated text spans representing clinical and social impacts reported by people who also reported personal nonmedical use of substances including but not limited to opioids, stimulants and benzodiazepines. Our objective is to create a resource that can enable the development of systems that can automatically detect clinical and social impacts of substance use from text-based social media data. The successful development of such systems may enable us to better understand how nonmedical use of substances affects individual health and societal dynamics, aiding the development of effective public health strategies. In addition to creating the annotated data set, we applied several machine learning models to establish baseline performances. Specifically, we experimented with transformer models like BERT, and RoBERTa, one few-shot learning model DANN by leveraging the full training dataset, and GPT-3.5 by using one-shot learning, for automatic NER of clinical and social impacts. The dataset has been made available through the 2024 SMM4H shared tasks.

Measuring and Improving Persuasiveness of Large Language Models

LLMs are increasingly being used in workflows involving generating content to be consumed by humans (e.g., marketing) and also in directly interacting with humans (e.g., through chatbots). The development of such systems that are capable of generating verifiably persuasive messages presents both opportunities and challenges for society. On the one hand, such systems could positively impact domains like advertising and social good, such as addressing drug addiction, and on the other, they could be misused for spreading misinformation and shaping political opinions. To channel LLMs' impact on society, we need to develop systems to measure and benchmark their persuasiveness. With this motivation, we introduce PersuasionBench and PersuasionArena, the first large-scale benchmark and arena containing a battery of tasks to measure the persuasion ability of generative models automatically. We investigate to what extent LLMs know and leverage linguistic patterns that can help them generate more persuasive language. Our findings indicate that the persuasiveness of LLMs correlates positively with model size, but smaller models can also be made to have a higher persuasiveness than much larger models. Notably, targeted training using synthetic and natural datasets significantly enhances smaller models' persuasive capabilities, challenging scale-dependent assumptions. Our findings carry key implications for both model developers and policymakers. For instance, while the EU AI Act and California's SB-1047 aim to regulate AI models based on the number of floating point operations, we demonstrate that simple metrics like this alone fail to capture the full scope of AI's societal impact. We invite the community to explore and contribute to PersuasionArena and PersuasionBench, available at https://bit.ly/measure-persuasion, to advance our understanding of AI-driven persuasion and its societal implications.

A Comprehensive Survey of Evaluation Techniques for Recommendation Systems

The effectiveness of recommendation systems is pivotal to user engagement and satisfaction in online platforms. As these recommendation systems increasingly influence user choices, their evaluation transcends mere technical performance and becomes central to business success. This paper addresses the multifaceted nature of recommendations system evaluation by introducing a comprehensive suite of metrics, each tailored to capture a distinct aspect of system performance. We discuss * Similarity Metrics: to quantify the precision of content-based filtering mechanisms and assess the accuracy of collaborative filtering techniques. * Candidate Generation Metrics: to evaluate how effectively the system identifies a broad yet relevant range of items. * Predictive Metrics: to assess the accuracy of forecasted user preferences. * Ranking Metrics: to evaluate the effectiveness of the order in which recommendations are presented. * Business Metrics: to align the performance of the recommendation system with economic objectives. Our approach emphasizes the contextual application of these metrics and their interdependencies. In this paper, we identify the strengths and limitations of current evaluation practices and highlight the nuanced trade-offs that emerge when optimizing recommendation systems across different metrics. The paper concludes by proposing a framework for selecting and interpreting these metrics to not only improve system performance but also to advance business goals. This work is to aid researchers and practitioners in critically assessing recommendation systems and fosters the development of more nuanced, effective, and economically viable personalization strategies. Our code is available at GitHub - https://github.com/aryan-jadon/Evaluation-Metrics-for-Recommendation-Systems.

Predicting Users' Value Changes by the Friends' Influence from Social Media Usage

Basic human values represent a set of values such as security, independence, success, kindness, and pleasure, which we deem important to our lives. Each of us holds different values with different degrees of significance. Existing studies show that values of a person can be identified from their social network usage. However, the value priority of a person may change over time due to different factors such as life experiences, influence, social structure and technology. Existing studies do not conduct any analysis regarding the change of users' value from the social influence, i.e., group persuasion, form the social media usage. In our research, first, we predict users' value score by the influence of friends from their social media usage. We propose a Bounded Confidence Model (BCM) based value dynamics model from 275 different ego networks in Facebook that predicts how social influence may persuade a person to change their value over time. Then, to predict better, we use particle swarm optimization based hyperparameter tuning technique. We observe that these optimized hyperparameters produce accurate future value score. We also run our approach with different machine learning based methods and find support vector regression (SVR) outperforms other regressor models. By using SVR with the best hyperparameters of BCM model, we find the lowest Mean Squared Error (MSE) score 0.00347.

LEXI: Large Language Models Experimentation Interface

The recent developments in Large Language Models (LLM), mark a significant moment in the research and development of social interactions with artificial agents. These agents are widely deployed in a variety of settings, with potential impact on users. However, the study of social interactions with agents powered by LLM is still emerging, limited by access to the technology and to data, the absence of standardised interfaces, and challenges to establishing controlled experimental setups using the currently available business-oriented platforms. To answer these gaps, we developed LEXI, LLMs Experimentation Interface, an open-source tool enabling the deployment of artificial agents powered by LLM in social interaction behavioural experiments. Using a graphical interface, LEXI allows researchers to build agents, and deploy them in experimental setups along with forms and questionnaires while collecting interaction logs and self-reported data. The outcomes of usability testing indicate LEXI's broad utility, high usability and minimum mental workload requirement, with distinctive benefits observed across disciplines. A proof-of-concept study exploring the tool's efficacy in evaluating social HAIs was conducted, resulting in high-quality data. A comparison of empathetic versus neutral agents indicated that people perceive empathetic agents as more social, and write longer and more positive messages towards them.

Social Simulacra: Creating Populated Prototypes for Social Computing Systems

Social computing prototypes probe the social behaviors that may arise in an envisioned system design. This prototyping practice is currently limited to recruiting small groups of people. Unfortunately, many challenges do not arise until a system is populated at a larger scale. Can a designer understand how a social system might behave when populated, and make adjustments to the design before the system falls prey to such challenges? We introduce social simulacra, a prototyping technique that generates a breadth of realistic social interactions that may emerge when a social computing system is populated. Social simulacra take as input the designer's description of a community's design -- goal, rules, and member personas -- and produce as output an instance of that design with simulated behavior, including posts, replies, and anti-social behaviors. We demonstrate that social simulacra shift the behaviors that they generate appropriately in response to design changes, and that they enable exploration of "what if?" scenarios where community members or moderators intervene. To power social simulacra, we contribute techniques for prompting a large language model to generate thousands of distinct community members and their social interactions with each other; these techniques are enabled by the observation that large language models' training data already includes a wide variety of positive and negative behavior on social media platforms. In evaluations, we show that participants are often unable to distinguish social simulacra from actual community behavior and that social computing designers successfully refine their social computing designs when using social simulacra.

KorNAT: LLM Alignment Benchmark for Korean Social Values and Common Knowledge

For Large Language Models (LLMs) to be effectively deployed in a specific country, they must possess an understanding of the nation's culture and basic knowledge. To this end, we introduce National Alignment, which measures an alignment between an LLM and a targeted country from two aspects: social value alignment and common knowledge alignment. Social value alignment evaluates how well the model understands nation-specific social values, while common knowledge alignment examines how well the model captures basic knowledge related to the nation. We constructed KorNAT, the first benchmark that measures national alignment with South Korea. For the social value dataset, we obtained ground truth labels from a large-scale survey involving 6,174 unique Korean participants. For the common knowledge dataset, we constructed samples based on Korean textbooks and GED reference materials. KorNAT contains 4K and 6K multiple-choice questions for social value and common knowledge, respectively. Our dataset creation process is meticulously designed and based on statistical sampling theory and was refined through multiple rounds of human review. The experiment results of seven LLMs reveal that only a few models met our reference score, indicating a potential for further enhancement. KorNAT has received government approval after passing an assessment conducted by a government-affiliated organization dedicated to evaluating dataset quality. Samples and detailed evaluation protocols of our dataset can be found in https://selectstar.ai/ko/papers-national-alignment

CIVICS: Building a Dataset for Examining Culturally-Informed Values in Large Language Models

This paper introduces the "CIVICS: Culturally-Informed & Values-Inclusive Corpus for Societal impacts" dataset, designed to evaluate the social and cultural variation of Large Language Models (LLMs) across multiple languages and value-sensitive topics. We create a hand-crafted, multilingual dataset of value-laden prompts which address specific socially sensitive topics, including LGBTQI rights, social welfare, immigration, disability rights, and surrogacy. CIVICS is designed to generate responses showing LLMs' encoded and implicit values. Through our dynamic annotation processes, tailored prompt design, and experiments, we investigate how open-weight LLMs respond to value-sensitive issues, exploring their behavior across diverse linguistic and cultural contexts. Using two experimental set-ups based on log-probabilities and long-form responses, we show social and cultural variability across different LLMs. Specifically, experiments involving long-form responses demonstrate that refusals are triggered disparately across models, but consistently and more frequently in English or translated statements. Moreover, specific topics and sources lead to more pronounced differences across model answers, particularly on immigration, LGBTQI rights, and social welfare. As shown by our experiments, the CIVICS dataset aims to serve as a tool for future research, promoting reproducibility and transparency across broader linguistic settings, and furthering the development of AI technologies that respect and reflect global cultural diversities and value pluralism. The CIVICS dataset and tools will be made available upon publication under open licenses; an anonymized version is currently available at https://huggingface.co/CIVICS-dataset.