Social media marketing plays a vital role in promoting brand and product values to wide audiences. In order to boost their advertising revenues, global media buying platforms such as Facebook Ads constantly reduce the reach of branded organic posts, pushing brands to spend more on paid media ads. In order to run organic and paid social media marketing efficiently, it is necessary to understand the audience, tailoring the content to fit their interests and online behaviours, which is impossible to do manually at a large scale. At the same time, various personality type categorization schemes such as the Myers-Briggs Personality Type indicator make it possible to reveal the dependencies between personality traits and user content preferences on a wider scale by categorizing audience behaviours in a unified and structured manner. This problem is yet to be studied in depth by the research community, while the level of impact of different personality traits on content recommendation accuracy has not been widely utilised and comprehensively evaluated so far. Specifically, in this work we investigate the impact of human personality traits on the content recommendation model by applying a novel personality-driven multi-view content recommender system called Personality Content Marketing Recommender Engine, or PersiC. Our experimental results and real-world case study demonstrate not just PersiC's ability to perform efficient human personality-driven multi-view content recommendation, but also allow for actionable digital ad strategy recommendations, which when deployed are able to improve digital advertising efficiency by over 420% as compared to the original human-guided approach.
AI is undergoing a paradigm shift with the rise of models (e.g., BERT, DALL-E, GPT-3) that are trained on broad data at scale and are adaptable to a wide range of downstream tasks. We call these models foundation models to underscore their critically central yet incomplete character. This report provides a thorough account of the opportunities and risks of foundation models, ranging from their capabilities (e.g., language, vision, robotics, reasoning, human interaction) and technical principles(e.g., model architectures, training procedures, data, systems, security, evaluation, theory) to their applications (e.g., law, healthcare, education) and societal impact (e.g., inequity, misuse, economic and environmental impact, legal and ethical considerations). Though foundation models are based on standard deep learning and transfer learning, their scale results in new emergent capabilities,and their effectiveness across so many tasks incentivizes homogenization. Homogenization provides powerful leverage but demands caution, as the defects of the foundation model are inherited by all the adapted models downstream. Despite the impending widespread deployment of foundation models, we currently lack a clear understanding of how they work, when they fail, and what they are even capable of due to their emergent properties. To tackle these questions, we believe much of the critical research on foundation models will require deep interdisciplinary collaboration commensurate with their fundamentally sociotechnical nature.
Sequential recommendation as an emerging topic has attracted increasing attention due to its important practical significance. Models based on deep learning and attention mechanism have achieved good performance in sequential recommendation. Recently, the generative models based on Variational Autoencoder (VAE) have shown the unique advantage in collaborative filtering. In particular, the sequential VAE model as a recurrent version of VAE can effectively capture temporal dependencies among items in user sequence and perform sequential recommendation. However, VAE-based models suffer from a common limitation that the representational ability of the obtained approximate posterior distribution is limited, resulting in lower quality of generated samples. This is especially true for generating sequences. To solve the above problem, in this work, we propose a novel method called Adversarial and Contrastive Variational Autoencoder (ACVAE) for sequential recommendation. Specifically, we first introduce the adversarial training for sequence generation under the Adversarial Variational Bayes (AVB) framework, which enables our model to generate high-quality latent variables. Then, we employ the contrastive loss. The latent variables will be able to learn more personalized and salient characteristics by minimizing the contrastive loss. Besides, when encoding the sequence, we apply a recurrent and convolutional structure to capture global and local relationships in the sequence. Finally, we conduct extensive experiments on four real-world datasets. The experimental results show that our proposed ACVAE model outperforms other state-of-the-art methods.
Social relations are often used to improve recommendation quality when user-item interaction data is sparse in recommender systems. Most existing social recommendation models exploit pairwise relations to mine potential user preferences. However, real-life interactions among users are very complicated and user relations can be high-order. Hypergraph provides a natural way to model complex high-order relations, while its potentials for improving social recommendation are under-explored. In this paper, we fill this gap and propose a multi-channel hypergraph convolutional network to enhance social recommendation by leveraging high-order user relations. Technically, each channel in the network encodes a hypergraph that depicts a common high-order user relation pattern via hypergraph convolution. By aggregating the embeddings learned through multiple channels, we obtain comprehensive user representations to generate recommendation results. However, the aggregation operation might also obscure the inherent characteristics of different types of high-order connectivity information. To compensate for the aggregating loss, we innovatively integrate self-supervised learning into the training of the hypergraph convolutional network to regain the connectivity information with hierarchical mutual information maximization. The experimental results on multiple real-world datasets show that the proposed model outperforms the SOTA methods, and the ablation study verifies the effectiveness of the multi-channel setting and the self-supervised task. The implementation of our model is available via //github.com/Coder-Yu/RecQ.
Properly handling missing data is a fundamental challenge in recommendation. Most present works perform negative sampling from unobserved data to supply the training of recommender models with negative signals. Nevertheless, existing negative sampling strategies, either static or adaptive ones, are insufficient to yield high-quality negative samples --- both informative to model training and reflective of user real needs. In this work, we hypothesize that item knowledge graph (KG), which provides rich relations among items and KG entities, could be useful to infer informative and factual negative samples. Towards this end, we develop a new negative sampling model, Knowledge Graph Policy Network (KGPolicy), which works as a reinforcement learning agent to explore high-quality negatives. Specifically, by conducting our designed exploration operations, it navigates from the target positive interaction, adaptively receives knowledge-aware negative signals, and ultimately yields a potential negative item to train the recommender. We tested on a matrix factorization (MF) model equipped with KGPolicy, and it achieves significant improvements over both state-of-the-art sampling methods like DNS and IRGAN, and KG-enhanced recommender models like KGAT. Further analyses from different angles provide insights of knowledge-aware sampling. We release the codes and datasets at //github.com/xiangwang1223/kgpolicy.
The chronological order of user-item interactions can reveal time-evolving and sequential user behaviors in many recommender systems. The items that users will interact with may depend on the items accessed in the past. However, the substantial increase of users and items makes sequential recommender systems still face non-trivial challenges: (1) the hardness of modeling the short-term user interests; (2) the difficulty of capturing the long-term user interests; (3) the effective modeling of item co-occurrence patterns. To tackle these challenges, we propose a memory augmented graph neural network (MA-GNN) to capture both the long- and short-term user interests. Specifically, we apply a graph neural network to model the item contextual information within a short-term period and utilize a shared memory network to capture the long-range dependencies between items. In addition to the modeling of user interests, we employ a bilinear function to capture the co-occurrence patterns of related items. We extensively evaluate our model on five real-world datasets, comparing with several state-of-the-art methods and using a variety of performance metrics. The experimental results demonstrate the effectiveness of our model for the task of Top-K sequential recommendation.
In recent years, Graph Neural Networks (GNNs), which can naturally integrate node information and topological structure, have been demonstrated to be powerful in learning on graph data. These advantages of GNNs provide great potential to advance social recommendation since data in social recommender systems can be represented as user-user social graph and user-item graph; and learning latent factors of users and items is the key. However, building social recommender systems based on GNNs faces challenges. For example, the user-item graph encodes both interactions and their associated opinions; social relations have heterogeneous strengths; users involve in two graphs (e.g., the user-user social graph and the user-item graph). To address the three aforementioned challenges simultaneously, in this paper, we present a novel graph neural network framework (GraphRec) for social recommendations. In particular, we provide a principled approach to jointly capture interactions and opinions in the user-item graph and propose the framework GraphRec, which coherently models two graphs and heterogeneous strengths. Extensive experiments on two real-world datasets demonstrate the effectiveness of the proposed framework GraphRec. Our code is available at \url{//github.com/wenqifan03/GraphRec-WWW19}
Explainable recommendation attempts to develop models that generate not only high-quality recommendations but also intuitive explanations. The explanations may either be post-hoc or directly come from an explainable model (also called interpretable or transparent model in some context). Explainable recommendation tries to address the problem of why: by providing explanations to users or system designers, it helps humans to understand why certain items are recommended by the algorithm, where the human can either be users or system designers. Explainable recommendation helps to improve the transparency, persuasiveness, effectiveness, trustworthiness, and satisfaction of recommendation systems. In this survey, we review works on explainable recommendation in or before the year of 2019. We first highlight the position of explainable recommendation in recommender system research by categorizing recommendation problems into the 5W, i.e., what, when, who, where, and why. We then conduct a comprehensive survey of explainable recommendation on three perspectives: 1) We provide a chronological research timeline of explainable recommendation, including user study approaches in the early years and more recent model-based approaches. 2) We provide a two-dimensional taxonomy to classify existing explainable recommendation research: one dimension is the information source (or display style) of the explanations, and the other dimension is the algorithmic mechanism to generate explainable recommendations. 3) We summarize how explainable recommendation applies to different recommendation tasks, such as product recommendation, social recommendation, and POI recommendation. We also devote a section to discuss the explanation perspectives in broader IR and AI/ML research. We end the survey by discussing potential future directions to promote the explainable recommendation research area and beyond.
Incorporating knowledge graph into recommender systems has attracted increasing attention in recent years. By exploring the interlinks within a knowledge graph, the connectivity between users and items can be discovered as paths, which provide rich and complementary information to user-item interactions. Such connectivity not only reveals the semantics of entities and relations, but also helps to comprehend a user's interest. However, existing efforts have not fully explored this connectivity to infer user preferences, especially in terms of modeling the sequential dependencies within and holistic semantics of a path. In this paper, we contribute a new model named Knowledge-aware Path Recurrent Network (KPRN) to exploit knowledge graph for recommendation. KPRN can generate path representations by composing the semantics of both entities and relations. By leveraging the sequential dependencies within a path, we allow effective reasoning on paths to infer the underlying rationale of a user-item interaction. Furthermore, we design a new weighted pooling operation to discriminate the strengths of different paths in connecting a user with an item, endowing our model with a certain level of explainability. We conduct extensive experiments on two datasets about movie and music, demonstrating significant improvements over state-of-the-art solutions Collaborative Knowledge Base Embedding and Neural Factorization Machine.
Recommender systems are widely used in big information-based companies such as Google, Twitter, LinkedIn, and Netflix. A recommender system deals with the problem of information overload by filtering important information fragments according to users' preferences. In light of the increasing success of deep learning, recent studies have proved the benefits of using deep learning in various recommendation tasks. However, most proposed techniques only aim to target individuals, which cannot be efficiently applied in group recommendation. In this paper, we propose a deep learning architecture to solve the group recommendation problem. On the one hand, as different individual preferences in a group necessitate preference trade-offs in making group recommendations, it is essential that the recommendation model can discover substitutes among user behaviors. On the other hand, it has been observed that a user as an individual and as a group member behaves differently. To tackle such problems, we propose using an attention mechanism to capture the impact of each user in a group. Specifically, our model automatically learns the influence weight of each user in a group and recommends items to the group based on its members' weighted preferences. We conduct extensive experiments on four datasets. Our model significantly outperforms baseline methods and shows promising results in applying deep learning to the group recommendation problem.
State-of-the-art recommendation algorithms -- especially the collaborative filtering (CF) based approaches with shallow or deep models -- usually work with various unstructured information sources for recommendation, such as textual reviews, visual images, and various implicit or explicit feedbacks. Though structured knowledge bases were considered in content-based approaches, they have been largely neglected recently due to the availability of vast amount of data, and the learning power of many complex models. However, structured knowledge bases exhibit unique advantages in personalized recommendation systems. When the explicit knowledge about users and items is considered for recommendation, the system could provide highly customized recommendations based on users' historical behaviors. A great challenge for using knowledge bases for recommendation is how to integrated large-scale structured and unstructured data, while taking advantage of collaborative filtering for highly accurate performance. Recent achievements on knowledge base embedding sheds light on this problem, which makes it possible to learn user and item representations while preserving the structure of their relationship with external knowledge. In this work, we propose to reason over knowledge base embeddings for personalized recommendation. Specifically, we propose a knowledge base representation learning approach to embed heterogeneous entities for recommendation. Experimental results on real-world dataset verified the superior performance of our approach compared with state-of-the-art baselines.