9.1 Related Systems
In this section, we enumerate major vendors of conversational platforms that can potentially be used for recommendations
Amazon Personalize helps businesses create personalized experiences for their customers. It can be used to recommend products, services, and content to customers based on their past behavior, interests, and demographics (Fig. 17).
Google Cloud Dialogflow is a natural language processing platform that can be used to build conversational interfaces. It can be used to create chatbots, virtual assistants, and other conversational applications including recommendation engines
IBM Watson Assistant is a natural language processing platform that can be used to build conversational interfaces. It can be used to create chatbots, virtual assistants, and other conversational applications (Fig. 18).
For comparison with our proposed architecture, we show a conventional CRS architecture from IMB Watson. Figure 19 shows a main platform and components in the middle box, and input data sources and the front end components, such as user interface design, in bottom and top boxes respectively. Conversation service is a main framework for developing chatbots by understanding the user’s utterance. For the development of a recommendation system on top of a dialogue system, we learned three important aspects that must be considered thoroughly. Context variables must be set by the dialogue service to accommodate variations of entities. Once context variables are set up, then entities or key words can be detected from the conversation. For the development of destination recommendations, the preferences of users like nightlife, restaurants, beaches, are created and captured as entities in the dialogue system based on context variations.
Microsoft Bot Framework is a development platform that can be used to build conversational interfaces. It can be used to create chatbots, virtual assistants, and other conversational applications such as recommendation (Fig. 20).
Rasa is an open-source framework that can be used to build conversational interfaces. It can be used to create chatbots, virtual assistants, and other conversational applications.
These are just a few of the many conversational recommendation systems available. The best system for a particular business will depend on the specific needs of the business.
9.2 Related approaches and components of recommendation system
In their work, Sun and Zhang (2018) introduced a method for representing a user's conversation history as a semi-structured user query consisting of facet-value pairs. This query is dynamically generated and updated by a belief tracker, which analyzes the user's natural language utterances at each step of the conversation. To facilitate recommendation tasks, a set of machine actions specifically designed for recommendation agents is selected. A deep policy network is then trained to determine the most appropriate action to be taken by the agent at each step. These actions can involve requesting the value of a particular facet or providing a recommendation.
The authors developed a personalized recommendation model that leverages both the user's past ratings and the user query collected during the ongoing conversational session. This model is used to make rating predictions and generate personalized recommendations for the user. The conversational system actively gathers user preferences by asking relevant questions until a sufficient amount of user preference information is obtained. Once enough data is collected, personalized recommendations are provided to the user. To evaluate their framework, the authors conducted both simulation experiments and real online user studies, demonstrating the effectiveness of their proposed approach.
Argument mining techniques enable the extraction of underlying motivations expressed by consumers in reviews, offering more insightful information beyond simple statements like "I like" or "I don't like product A." The process of argument detection on the TextCoop platform was explained by Villalba and Saint-Dizier (2012). In a study by Ibeke et al. (2017) on the El Capitan dataset, the task of mining contrastive opinions was formulated using a unified latent variable model, with manual annotations of topic and sentiment labels on the reviews.
However, analyzing arguments within user reviews can be challenging due to the ambiguous relationship between argument mining and sentiment analysis. This challenge arises because sentiments expressed about specific aspects of a claim (in favor or against the product) sometimes encompass the reasons behind considering the product as either good or bad. Thus, sentiments can intertwine with the underlying argumentation in user reviews.
Argument Mining is intricately linked to prominent topics in the field of AI, including deep learning, fact-checking, misinformation detection, explanations of machine decisions, and more. Argument mining plays a pivotal role in various applications such as fake news detection, as predicting the interactions and attacks between arguments serves as a fundamental component. Furthermore, argument mining can provide insights into how machines gather and utilize information to make decisions, contributing to the field of explainable AI.
Argument mining also holds potential in domains such as medicine, where it can aid in identifying the relevant information necessary for reasoning about randomized clinical trials. In the realm of politics, argument mining can automate the identification of fallacies and unfair propaganda, enhancing the ability to analyze and evaluate political discourse. Additionally, argument mining can contribute to the prevention of cyber-bullying by supporting the detection of recurring attacks targeted at individuals or entities. These diverse scenarios highlight the broad applicability and significance of Argument Mining across various domains.
Approaching from a dialogical perspective, Cabrio and Villata (2012) expanded upon an argumentation framework initially proposed by Dung (1995). This framework represents arguments using a graph structure and offers a reasoning mechanism for resolving accepted arguments. To identify support and attack relations, they leveraged prior research on textual entailment, specifically utilizing the off-the-shelf EDITS system.
The authors collected test data from a debate portal called Debatepedia, covering nineteen different topics. The evaluation focused on measuring the acceptance of the "main argument" using automatically recognized entailments. The results showed an F1 score of approximately 0.75, indicating the effectiveness of their approach. It is worth noting that their work focuses on micro-level argumentation, in contrast to Dung's model, which provides an abstract framework designed for modeling dialogical argumentation.
Several studies have explored the concept of persuasiveness, particularly in the context of advertising. Schlosser (2011) examined the persuasiveness of online reviews and discovered that presenting both sides of an argument may not always be more helpful and can sometimes be less persuasive than presenting only one side. In a computational model described by Miceli et al. (2006), an attempt was made to integrate both emotional and non-emotional aspects of persuasion.
In a specific study, around twenty texts were assigned a level of persuasiveness (out of 100 texts that were manually preselected), and later, four of these texts were analyzed in detail by (2001) to compare how experts and students perceive persuasion. Bernard et al. (2012) investigated children's perception of discourse connectives, specifically focusing on the use of "because" to link statements in arguments. The study revealed that both 4- and 5-year-olds and adults showed sensitivity to the presence of connectives in arguments.
In their study, Bracewell et al. (2013) explored a broad perspective on social media dialogs. They put forth a collection of fifteen social acts, including actions like agreement, disagreement, and supportive behavior. These social acts aimed to infer the social goals of participants engaged in the dialogue. The authors also presented a semi-supervised model designed for the classification of these social acts.
Inspired by research in psychology and organizational behavior, the proposed social act types sought to capture various aspects of dialog understanding. By incorporating insights from these fields, the study aimed to enhance the comprehension of social interactions within social media dialog
The inclusion of advertising within a dialogue is closely associated with the concept of dialogue marketing, which originated around two decades ago. Dialogue marketing involves companies actively engaging with willing consumers in an ongoing conversation to foster long-term relationships. It encompasses various marketing activities that utilize media to establish interactive connections with individuals. The primary objective is to elicit a personalized and measurable response from the recipient, aiming for a meaningful and individualized interaction (Jaffe, 2008).
Using the existing data at their disposal, marketing personnel within companies extend invitations to groups of potential consumers, encouraging them to establish connections with the company. This engagement process serves as a mutually beneficial interaction for both consumers and the company. Marketers seize these opportunities to gather valuable data, which is then utilized to enhance the customization of marketing messages and personalize the overall consumer experience, catering to specific market segments.
In return for sharing their opinions, purchasing habits, product preferences, and other relevant information, consumers are offered incentives such as discounts, tips, free trials, and tailored messaging from the company. This exchange allows consumers to enjoy perks while enabling the company to better understand and meet their needs and preferences.
In order to achieve success, dialogue marketing necessitates that businesses possess a clear understanding of their unique value proposition and how it resonates with consumers. They should be able to identify their primary customers as well as potential customers. Moreover, businesses need to develop appropriate messaging and engagement methods to effectively connect with their target audience. It is crucial to implement a well-defined plan that enables reaching out and establishing connections with the right consumers while fostering long-term relationships.
Measurement plays a vital role in dialogue marketing as it allows businesses to track and assess the effectiveness of their marketing and sales efforts. This feedback-driven approach enables them to refine their strategies based on the received insights. Dialogue marketing consists of four essential stages that seamlessly integrate advertising, public relations, and marketing into a cohesive strategy. Various vendors, including advertising agencies, marketing and branding companies, digital printers, data specialists, social media experts, and loyalty and referral program designers, contribute to the successful execution of dialogue marketing initiatives.
Marketers have recognized the effectiveness and efficiency of dialogue marketing when combining Web 2.0, social media, personalized microsites, variable data printing, and blogs. By directing their marketing efforts towards individuals who are already receptive to engagement and providing them with opportunities to connect on their own terms, businesses can achieve higher brand loyalty, generate more referrals, boost cross-sales, and encourage repeat business.
The integration of Web 2.0 technologies and social media platforms allows marketers to engage with their target audience directly, fostering meaningful interactions. Personalized microsites, variable data printing, and blogs further enhance this personalized approach, tailoring messages and experiences to individual preferences and needs. By focusing on individuals who are already open to engagement, businesses can build stronger connections, leading to increased brand loyalty.
Moreover, dialogue marketing creates opportunities for customers to become brand advocates, referring others to the business and driving additional sales. This approach also facilitates cross-sales by identifying and offering complementary products or services to existing customers. The result is a positive feedback loop of engagement, loyalty, and repeat business.
In summary, dialogue marketing, empowered by Web 2.0 technologies and social media, along with personalized microsites, variable data printing, and blogs, proves to be a valuable investment for marketers, enabling them to maximize their marketing dollars while cultivating brand loyalty, generating referrals, increasing cross-sales, and fostering repeat business.
A relationship dialogue is a process of reasoning together in order for two or more parties to develop a common knowledge platform (Grönroos 2000). Relationship marketing is facilitated provided that this knowledge platform enables a supplier to create additional value for its customers on top of the value of the goods and services which are exchanged in the relationship. For a relationship dialogue to emerge, in an on-going process the communication effects of planned communication efforts and of product and service-based interactions between a supplier and its customers have to support each other. Then the required extra value of the relationship is created and favorable word of mouth follows.
When focused on customer - company relationships, conversational system design needs to be closely aligned with the discipline of CRM: Sales, Service and Marketing. A strong focus should be placed on outcomes, not on records or process management. To make user experience better, implementation of conversational systems must take into account the following (Greenberg 2018):
1) Conversations are multifaceted. Getting to the right conversation is about accuracy; having that conversation is about precision. Thus, determining which conversation to have and how to best have it are distinct exercises. While equally important, both are complex. Therefore, practitioners must be clear about which problem they are trying to solve.
2) Conversations reduce friction. They are familiar and easy to describe. Active dialog allows for clear communication and the ability to course correct. Conversations can take place in-person or over video, voice, web chat, and SMS/messaging. Conversations are synchronous, asynchronous, and may come in bursts. Technological definitions may conflict with human nature.
3) Conversations have a mission. They create optimal experiences and prove value to both participants of the conversation. This involves supporting and enhancing communication between two people, a person and a system/brand, or two systems. The objective is to have the best, informed, value-based and outcome-driven conversation possible. This is Conversational Experience
There have been many works emphasizing the importance of interactivity in recommenders so that the user has a more active role over the recommendations. It includes a critique-based recommendations (Chen and Pu 2012), constraint-based (Felfernig et al 2011), dialog, and utility-based recommenders). However, these studies employ a prior modeling of the items’ features, preventing the flexibility in adaptation to different recommendation domains.
Most conventional recommendation techniques are domain and task- specific. Therefore, specific content and user data is required to train a particular model for a given application scenario under a deep learning approach. This cannot leverage an efficient generalization ability. To tackle this problem, the deep learning recommendation community has evolved towards implementing Large Language Models in recommendation scenarios since they have demonstrated strong auto-adjustment capability to improve the performance of downstream NLP tasks significantly. To effectively convert user interaction data into text sequences, a variety of prompts (Zhang et al 2023) is developed to represent user interaction scenarios as sequences of text tokens.