arXiv:2411.06837cs.CL2024-11综述被引 47

LLM能高效说服人类,但可能引发信息失真与隐私风险。

Persuasion with Large Language Models: A Survey of Empirical Evidence, Study Methodologies, and Ethical Implications

  • 用实证研究分析大模型在政治、营销等领域的说服力。
  • 部分场景下大模型说服力已达甚至超过人类水平。
  • 适合关注AI伦理、内容安全的政策制定者与研究者。

大型语言模型(LLMs)的快速发展为说服性传播带来了全新可能,实现了前所未有的自动化、个性化和交互式内容生成。本文综述了基于大模型的说服力研究,回顾了衡量其对人类态度与行为影响的实证研究。我们按政治、营销、公共卫生、电子商务及慈善捐赠等领域分类,发现这些系统在多数情况下表现出人类级甚至超人类级的说服力。综合近期证据,识别出关键影响因素:交互方式、模型规模与能力、提示设计、个性化程度以及AI来源披露。同时,我们批判性审视了评估方法与成功指标,区分直接行为结果与代理指标。研究指出,当前大模型说服能力带来的伦理与社会风险深远,涉及信息完整性、公平包容性、隐私保护及个体自主权。这凸显了制定伦理准则与更新监管框架的紧迫性,以防止不负责任且有害的大模型系统广泛部署。

原文摘要 · Abstract (English)

The rapid rise of Large Language Models (LLMs) has created new disruptive possibilities for persuasive communication, enabling fully-automated, personalized, and interactive content generation at an unprecedented scale. In this paper, we survey the emerging field of LLM-based persuasion, reviewing empirical studies that measure the influence of LLM Systems on human attitudes and behaviors. We categorize applications across domains such as politics, marketing, public health, e-commerce, and charitable giving, finding that such systems have frequently achieved human-level or even superhuman persuasiveness. Synthesizing recent evidence, we identify key factors influencing this effectiveness, including the interaction approach, model scale and capability, prompt design, personalization, and AI source disclosure. Furthermore, we critically examine the experimental designs and success metrics used to evaluate these Systems, distinguishing between direct behavioral outcomes and proxy indicators. Our survey suggests that the current capabilities of LLM-based persuasion pose profound ethical and societal risks, including to information integrity, fairness and inclusion, privacy, and individual autonomy. These risks underscore the urgent need for ethical guidelines and updated regulatory frameworks to avoid the widespread deployment of irresponsible and harmful LLM Systems.

大模型说服力伦理风险实证研究

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