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A (Persuasive?) Speech on Automated Persuasion

Published: 16 September 2015 Publication History

Abstract

Philosophers of language have taught us that at the basis of language production there is the intention to change the state of the world by intervening linguistically on other agents. Persuasion, being the process of influencing attitudes, beliefs, behaviors, mood of a target, is a matter of stronger emphasis. Argumentation is just one resource to persuasion; it has been studied since the times of Aristotle and now for quite some time in artificial intelligence. The peripheral route to persuasion [1] is a different modality, one that is based on indirect, evocative, aesthetic aspects of the message. Automated intelligent persuasion of this sort (and also defense from inappropriate persuasion) is a research area close to producing usable results, both through creative production of language expressions, and through other forms of communication. The traditional goal of human-oriented information technology is mostly to offer services. With intelligent persuasive interfaces, instead, the overall goal is to produce an effect on humans, to influence their beliefs, their attitudes and eventually their actions and overall behavior. The area of intelligent persuasion has the potential to change the picture radically in the world of advertising and of social influencing.
Computer-based systems can be flexible, and starting from goals they have to pursue, they can take into account the situation and the specific target, adapt the messages in appropriate ways and assess the outcome. In addition, the availability of very large amounts of data which can be exploited also in real time provides unprecedented possibilities. It is easy now to predict the following developments for the advertising sector:
reduction in time to market and extension of possible occasions for advertisement;
overall reduction of off target messages, eliminating the less relevant for the individual in a given situation;
more attention to the wearing out of the message and to the need for planning variants and connected messages across time and space;
contextual personalization, on the basis of audience profile and dynamic model (emotional state, beliefs, goals, etc.) and situational information;
interactivity;
audience reaction monitoring and system feedback on message effectiveness
. In the Per Te project we have explored several areas concerned with intelligent persuasion. One topic is concerned with getting the attention and evoking a desired concept by means of original linguistic expressions. A main theme is the automatic production of flexible creative messages [2]. The approach is based on developing specific techniques, mostly corpus based, for producing variations of given expressions [3]. Another theme is concerned with ambient intelligence and peripheral displays. A novel technology is able to indirectly but purposefully impact on the behavior of a co-located group of people. Continuous recognition of each individual's focus of attention and activity is used to drive a tabletop interface aimed at facilitating group interaction during a brainstorming-style activity [4}. We believe one of the ultimate criteria for interactive systems' acceptability is going to be the moral implications of their actions. Persuasion is a sensitive topic and we believe ethics has to be studied from now, in view of granting systems will be accepted by users. We have conducted experiments based on the approach of moral dilemmas, so to understand what persuasion means are acceptable in stressed contexts [5]. In conclusion the potential of intelligent persuasion systems is great, not only for commercial applications but also with a societal view: for influencing social attitudes of people and leading to better social behavior.

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References

[1]
Petty, R. E. and Cacioppo, J. T. 1986 Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer.
[2]
Gatti, L., Guerini, M., Stock, O. and Strapparava, C. 2014 Sentiment Variations in Text for Persuasion Technology Proceedings of PT-2014 Persuasive Technologies (Padova, 2014).
[3]
Gatti, L., Ozbal, G., Guerini, M., Stock, O. and Strapparava, C. 2015 Slogans are not Forever: Adapting Linguistic Expressions to the News Proceedings of of IJCAI-2015, the Twentyfourth International Joint Conference on Artificial Intelligence, (Buenos Aires, 2015).
[4]
Schiavo, G., Cappelletti, A., Mencarini, E., Stock, O. and Zancanaro, M. 2014 Overt or Subtle? Supporting Group Conversations with Automatically Targeted Directives Proceedings of IUI-2014, International Conference on Intelligent User Interfaces (Haifa, 2014).
[5]
Guerini, M., Pianesi, F. and Stock, O. 2015 Is it morally acceptable for a system to lie to persuade me? Proceedings of AAAI Workshop on AI and Ethics, AAAI-2015, 53--60, ISBN 978--1--57735--713--1, WS-15-02 (Austin, 2015).

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  • (2023)Computational Approaches to Persuasion Detection and Potential of Use in Social EngineeringProceedings of the Future Technologies Conference (FTC) 2023, Volume 410.1007/978-3-031-47448-4_30(394-409)Online publication date: 8-Nov-2023

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    cover image ACM Conferences
    RecSys '15: Proceedings of the 9th ACM Conference on Recommender Systems
    September 2015
    414 pages
    ISBN:9781450336925
    DOI:10.1145/2792838
    Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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    Publication History

    Published: 16 September 2015

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    Author Tags

    1. computational ethics
    2. creativity
    3. intelligent persuasion systems

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    • Trento RISE

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    RecSys '15
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    RecSys '15: Ninth ACM Conference on Recommender Systems
    September 16 - 20, 2015
    Vienna, Austria

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    RecSys '15 Paper Acceptance Rate 28 of 131 submissions, 21%;
    Overall Acceptance Rate 254 of 1,295 submissions, 20%

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    • (2023)Computational Approaches to Persuasion Detection and Potential of Use in Social EngineeringProceedings of the Future Technologies Conference (FTC) 2023, Volume 410.1007/978-3-031-47448-4_30(394-409)Online publication date: 8-Nov-2023

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