arXiv subjects

Ines Zelch

Publications and source records attributed to Ines Zelch.

3 recordsLinked to original sources

arXiv2026

Detecting RAG Advertisements Across Advertising Styles

Large language models (LLMs) enable a new form of advertising for retrieval-augmented generation (RAG) systems in which organic responses are blended with contextually relevant ads. The prospect of such "generated native ads" has sparked interest in whether they can be detected automatically. Existing datasets, however, do not reflect the diversity of advertising styles discussed in the marketing literature. In this paper, we (1) develop a taxonomy of advertising styles for LLMs, combining the style dimensions of explicitness and type of appeal, (2) simulate that advertisers may attempt to evade detection by changing their advertising style, and (3) evaluate a variety of ad-detection approaches with respect to their robustness under these changes. Expanding previous work on ad detection, we train models that use entity recognition to exactly locate an ad in an LLM response and find them to be both very effective at detecting responses with ads and largely robust to changes in the advertising style. Since ad blocking will be performed on low-resource end-user devices, we include lightweight models like random forests and SVMs in our evaluation. These models, however, are brittle under such changes, highlighting the need for further efficiency-oriented research for a practical approach to blocking of generated ads.

cs.IR↗

arXiv2024

Detecting Generated Native Ads in Conversational Search

Conversational search engines such as YouChat and Microsoft Copilot use large language models (LLMs) to generate responses to queries. It is only a small step to also let the same technology insert ads within the generated responses - instead of separately placing ads next to a response. Inserted ads would be reminiscent of native advertising and product placement, both of which are very effective forms of subtle and manipulative advertising. Considering the high computational costs associated with LLMs, for which providers need to develop sustainable business models, users of conversational search engines may very well be confronted with generated native ads in the near future. In this paper, we thus take a first step to investigate whether LLMs can also be used as a countermeasure, i.e., to block generated native ads. We compile the Webis Generated Native Ads 2024 dataset of queries and generated responses with automatically inserted ads, and evaluate whether LLMs or fine-tuned sentence transformers can detect the ads. In our experiments, the investigated LLMs struggle with the task but sentence transformers achieve precision and recall values above 0.9.

cs.IR↗

arXiv2023

Commercialized Generative AI: A Critical Study of the Feasibility and Ethics of Generating Native Advertising Using Large Language Models in Conversational Web Search

How will generative AI pay for itself? Unless charging users for access, selling advertising is the only alternative. Especially in the multi-billion dollar web search market with ads as the main source of revenue, the introduction of a subscription model seems unlikely. The recent disruption of search by generative large language models could thus ultimately be accompanied by generated ads. Our concern is that the commercialization of generative AI in general and large language models in particular could lead to native advertising in the form of quite subtle brand or product placements. In web search, the evolution of search engine results pages (SERPs) from traditional lists of ``ten blue links'' (lists SERPs) to generated text with web page references (text SERPs) may further blur the line between advertising-based and organic search results, making it difficult for users to distinguish between the two, depending on how advertising is integrated and disclosed. To raise awareness of this potential development, we conduct a pilot study analyzing the capabilities of current large language models to blend ads with organic search results. Although the models still struggle to subtly frame ads in an unrelated context, their potential is evident when integrating ads into related topics which calls for further investigation.

cs.IR↗