digital marketing teams

Abstract: Personalized marketing traditionally matches static products to customers, while dynamic creative optimization focuses mainly on AI-driven text personalization or basic product image modifications. We address this gap by developing and implementing an AI-based framework that generates personalized advertising imagery directly from customer data. We evaluate this framework in a two-stage within-subject study with N=100 participants across four products and three levels of personalization, varied by the amount and specificity of customer data used. Participants rated each image on attitude toward the advertisement, attitude toward the product, and purchase intention. Results show that participants perceive differences across personalization levels and evaluate AI-generated advertising imagery most positively at a moderate level of personalization. High personalization increases perceived personalization, which is positively associated with all three outcome measures, but also increases perceived creepiness, which is negatively associated with the outcomes and dominates the total effect.

Abstract: What does popular content look like when platforms withhold the usual cues? On TikTok, users still form impressions about which videos are taking off even when likes and view counts are hidden, delayed, or pushed to the margins of the interface. We study this problem through TokOrNot, a web-based game in which participants compared pairs of TikTok videos and reported (i) which one they preferred and (ii) which one they believed had reached a larger audience. We benchmark these judgments against verified public view counts, which we use as a bounded proxy for realized platform reach. Across 3,513 judgments from 363 participants, participants identified the higher-reach video only modestly above chance (56.75%, 95% CI: 56.01-58.55). Preference aligned with the higher-view video at a similar rate, while preference and prediction matched in 83.48% of trials (95% CI: 83.12-85.95). Performance also varied across content categories. Taken together, these results do not suggest that users can reliably read platform success from content alone. Instead, they point to a looser and more uncertain interpretive process in which reach judgments often track personal taste or other weak heuristics when explicit popularity cues are absent. We discuss the implications for algorithmic literacy and for interface designs that reduce visible metrics without leaving users to infer reach from uneven or idiosyncratic cues alone.

Abstract: Ask a language model to respond "very excitedly," and its output is typically only mildly more energetic. We quantify this effect. We condition an instruction-tuned LLM on a continuous Valence-Arousal (VA) target, where valence measures how pleasant a state is and arousal how activated it is, measure the achieved affect with a frozen regressor, and sweep the requested target from -1 to +1. The response moves far less than asked: the gain, the slope of achieved against requested affect, is only 0.26 for valence and 0.13 for arousal on Llama-3.1-8B, where a faithful controller would score 1. The model systematically undershoots requested emotional intensity, which puts a number on the qualitative observation of Fazzi et al. (2025). Our experiments trace this to the preference-learning pipeline. Training targets from natural corpora such as EmoBank are neutral-heavy, and the sampled candidates themselves rarely reach extreme affect, so Direct Preference Optimization (DPO) is left with no extreme exemplar to prefer. If instead we cover the target space uniformly and sample a hotter, larger candidate pool, valence gain rises from 0.26 to 0.40 +/- 0.02 (3 seeds) and extrapolation error drops, at only a modest in-distribution cost (EmoBank-test VA distance 0.092 to 0.107). The same recipe reproduces on Qwen3-8B (gain_v 0.44, with in-distribution accuracy preserved). Arousal is harder and less reliable: its gain barely moves on average and swings across seeds (0.14 +/- 0.07, against valence's tight +/- 0.02), because raising arousal needs candidates the base model is reluctant to generate. The evidence indicates that faithful intensity is bottlenecked by the extremity of the candidate pool rather than by the conditioning format.

Abstract: E-commerce platforms increasingly display clickable query suggestions alongside items in the user feed, enabling users to refine or expand their intent without manually reformulating queries. Existing approaches either mine suggestions from historical logs -- limited to past behavior and blind to long-tail, personalized intents -- or rely on off-the-shelf LLMs whose lack of platform-specific knowledge yields fluent but generic queries disconnected from real click behavior. We propose EAGER (Enrich-and-AliGn gEnerative Query Recommendation), a two-stage framework for generating query suggestions from clicked items. In the enrichment stage, supervised fine-tuning (SFT) follows a four-stage curriculum that scales information richness (from item-only to user-conditioned) and reasoning depth (from direct to chain-of-thought). Each stage incorporates rationale augmentation, diversity regularization, and self-distillation. In the alignment stage, we post-train via GRPO with a hybrid reward of multiple rule-based business signals and a preference-aware click reward. Extensive offline experiments and online A/B test demonstrate the effectiveness of EAGER, which has been deployed in production at a major e-commerce platform.