SEO
What Is Google LaMDA & Why Did Someone Believe It’s Sentient?
LaMDA has been in the news after a Google engineer claimed it was sentient because its answers allegedly hint that it understands what it is.
The engineer also suggested that LaMDA communicates that it has fears, much like a human does.
What is LaMDA, and why are some under the impression that it can achieve consciousness?
Language Models
LaMDA is a language model. In natural language processing, a language model analyzes the use of language.
Fundamentally, it’s a mathematical function (or a statistical tool) that describes a possible outcome related to predicting what the next words are in a sequence.
It can also predict the next word occurrence, and even what the following sequence of paragraphs might be.
OpenAI’s GPT-3 language generator is an example of a language model.
With GPT-3, you can input the topic and instructions to write in the style of a particular author, and it will generate a short story or essay, for instance.
LaMDA is different from other language models because it was trained on dialogue, not text.
As GPT-3 is focused on generating language text, LaMDA is focused on generating dialogue.
Why It’s A Big Deal
What makes LaMDA a notable breakthrough is that it can generate conversation in a freeform manner that the parameters of task-based responses don’t constrain.
A conversational language model must understand things like Multimodal user intent, reinforcement learning, and recommendations so that the conversation can jump around between unrelated topics.
Built On Transformer Technology
Similar to other language models (like MUM and GPT-3), LaMDA is built on top of the Transformer neural network architecture for language understanding.
Google writes about Transformer:
“That architecture produces a model that can be trained to read many words (a sentence or paragraph, for example), pay attention to how those words relate to one another and then predict what words it thinks will come next.”
Why LaMDA Seems To Understand Conversation
BERT is a model that is trained to understand what vague phrases mean.
LaMDA is a model trained to understand the context of the dialogue.
This quality of understanding the context allows LaMDA to keep up with the flow of conversation and provide the feeling that it’s listening and responding precisely to what is being said.
It’s trained to understand if a response makes sense for the context, or if the response is specific to that context.
Google explains it like this:
“…unlike most other language models, LaMDA was trained on dialogue. During its training, it picked up on several of the nuances that distinguish open-ended conversation from other forms of language. One of those nuances is sensibleness. Basically: Does the response to a given conversational context make sense?
Satisfying responses also tend to be specific, by relating clearly to the context of the conversation.”
LaMDA is Based on Algorithms
Google published its announcement of LaMDA in May 2021.
The official research paper was published later, in February 2022 (LaMDA: Language Models for Dialog Applications PDF).
The research paper documents how LaMDA was trained to learn how to produce dialogue using three metrics:
- Quality
- Safety
- Groundedness
Quality
The Quality metric is itself arrived at by three metrics:
- Sensibleness
- Specificity
- Interestingness
The research paper states:
“We collect annotated data that describes how sensible, specific, and interesting a response is for a multiturn context. We then use these annotations to fine-tune a discriminator to re-rank candidate responses.”
Safety
The Google researchers used crowd workers of diverse backgrounds to help label responses when they were unsafe.
That labeled data was used to train LaMDA:
“We then use these labels to fine-tune a discriminator to detect and remove unsafe responses.”
Groundedness
Groundedness was a training process for teaching LaMDA to research for factual validity, which means that answers can be verified through “known sources.”
That’s important because, according to the research paper, neural language models produce statements that appear correct, but are actually incorrect and lack support from facts from known sources of information.
The human crowd workers used tools like a search engine (information retrieval system) to fact-check answers so that the AI could also learn to do it.
The researchers write:
“We find that augmenting model outputs with the ability to use external tools, such as an information retrieval system, is a promising approach to achieve this goal.
Therefore, we collect data from a setting where crowdworkers can use external tools to research factual claims, and train the model to mimic their behavior.”
LaMDA Was Trained Using Human Examples and Raters
Section 3 of the research paper describes how LaMDA was trained using a set of documents, dialogs, and utterances numbering in the billions, consisting of 1.56 trillion words.
Section 4.2 documents how humans rated the responses by LaMDA. The ratings are feedback that teaches LaMDA when it’s doing well and when it is not.
The human raters use an informational retrieval system (search engine) to verify the answers, ranking them as helpful, correct, and factual.
LaMDA Training Used A Search Engine
Section 6.2 describes how LaMDA receives a question and then generates an answer. After the response is generated, it then performs a search query to verify the accuracy and revises the answer if it is incorrect.
The research paper mentioned above illustrates the process of receiving a question, generating a draft response, researching the response, and then updating it with correct facts:
- “USER: What do you think of Rosalie Gascoigne’s sculptures?
- LAMDA-BASE: They’re great, and I love how her work changed through her life. I like her later work more than her earlier ones. Her influence is also super interesting – did you know she was one of the artists that inspired Miró?”
The problem with the answer is that it is factually incorrect. So LaMDA performs a search query and picks facts from the top results.
It then responds with the factually updated response:
“Oh wow, her life course is so inspiring. Did you know she was a practitioner of Japanese flower arrangement before turning to sculpture?”
Note the “Oh wow” part of the answer; that’s a form of speaking learned how humans talk.
It seems like a human is speaking, but it merely mimics a speech pattern.
Language Models Emulate Human Responses
I asked Jeff Coyle, Co-founder of MarketMuse and an expert on AI, for his opinion on the claim that LaMDA is sentient.
Jeff shared:
“The most advanced language models will continue to get better at emulating sentience.
Talented operators can drive chatbot technology to have a conversation that models text that could be sent by a living individual.
That creates a confusing situation where something feels human and the model can ‘lie’ and say things that emulate sentience.
It can tell lies. It can believably say, I feel sad, happy. Or I feel pain.
But it’s copying, imitating.”
LaMDA is designed to do one thing: provide conversational responses that make sense and are specific to the context of the dialogue. That can give it the appearance of being sentient, but as Jeff says, it’s essentially lying.
So, although the responses that LaMDA provides feel like a conversation with a sentient being, LaMDA is just doing what it was trained to do: give responses to answers that are sensible to the context of the dialogue and are highly specific to that context.
Section 9.6 of the research paper, “Impersonation and anthropomorphization,” explicitly states that LaMDA is impersonating a human.
That level of impersonation may lead some people to anthropomorphize LaMDA.
They write:
“Finally, it is important to acknowledge that LaMDA’s learning is based on imitating human performance in conversation, similar to many other dialog systems… A path towards high quality, engaging conversation with artificial systems that may eventually be indistinguishable in some aspects from conversation with a human is now quite likely.
Humans may interact with systems without knowing that they are artificial, or anthropomorphizing the system by ascribing some form of personality to it.”
The Question of Sentience
Google aims to build an AI model that can understand text and languages, identify images, and generate conversations, stories, or images.
Google is working toward this AI model, called the Pathways AI Architecture, which it describes in “The Keyword“:
“Today’s AI systems are often trained from scratch for each new problem… Rather than extending existing models to learn new tasks, we train each new model from nothing to do one thing and one thing only…
The result is that we end up developing thousands of models for thousands of individual tasks.
Instead, we’d like to train one model that can not only handle many separate tasks, but also draw upon and combine its existing skills to learn new tasks faster and more effectively.
That way what a model learns by training on one task – say, learning how aerial images can predict the elevation of a landscape – could help it learn another task — say, predicting how flood waters will flow through that terrain.”
Pathways AI aims to learn concepts and tasks that it hasn’t previously been trained on, just like a human can, regardless of the modality (vision, audio, text, dialogue, etc.).
Language models, neural networks, and language model generators typically specialize in one thing, like translating text, generating text, or identifying what is in images.
A system like BERT can identify meaning in a vague sentence.
Similarly, GPT-3 only does one thing, which is to generate text. It can create a story in the style of Stephen King or Ernest Hemingway, and it can create a story as a combination of both authorial styles.
Some models can do two things, like process both text and images simultaneously (LIMoE). There are also multimodal models like MUM that can provide answers from different kinds of information across languages.
But none of them is quite at the level of Pathways.
LaMDA Impersonates Human Dialogue
The engineer who claimed that LaMDA is sentient has stated in a tweet that he cannot support those claims, and that his statements about personhood and sentience are based on religious beliefs.
In other words: These claims aren’t supported by any proof.
The proof we do have is stated plainly in the research paper, which explicitly states that impersonation skill is so high that people may anthropomorphize it.
The researchers also write that bad actors could use this system to impersonate an actual human and deceive someone into thinking they are speaking to a specific individual.
“…adversaries could potentially attempt to tarnish another person’s reputation, leverage their status, or sow misinformation by using this technology to impersonate specific individuals’ conversational style.”
As the research paper makes clear: LaMDA is trained to impersonate human dialogue, and that’s pretty much it.
Image by Shutterstock/SvetaZi
SEO
Best Practices For Keyword Localization
As brands expand into new international markets, the challenge of running successful PPC campaigns becomes increasingly complex.
Navigating the differences in culture, language, consumer behavior, and market dynamics requires a more nuanced approach than simply translating ads.
For PPC marketers using platforms like Google or Microsoft Ads, it’s critical to adapt campaign strategies for these global audiences.
This article will cover best practices for optimizing international PPC campaigns, with a specific focus on keyword localization.
We’ll explore four key themes that can drive more successful international PPC results:
- Keyword localization.
- Geo-specific bid adjustments.
- Market-specific creative adaptation.
- Leveraging automation tools for international scaling.
1. Keyword Localization: Translating Intent, Not Just Language
Keyword localization is a cornerstone of international PPC success, but it’s often misunderstood as a simple translation exercise.
When translating keywords from one language to another, it’s not a “2+2=4” equation most of the time.
In reality, it’s much more complex.
Keyword localization involves understanding the intent behind searches and adapting keywords to match the local language, cultural context, and user behavior.
Steps To Effective Keyword Localization
- Market Research: Before diving into translation, research how consumers in the target country search for products or services. This involves understanding search intent, popular terms, slang, and regional dialects.
- Translation with a twist: Work with native speakers or linguists familiar with the market. Tools like Google Translate can give you a starting point, but they won’t capture cultural subtleties. Manual keyword research in local search engines is vital.
- Use local search engines: Google may dominate globally, but other regions may favor different search engines. Baidu in China, Yandex in Russia, and Naver in South Korea have distinct algorithms and keyword trends. Tailor your keywords to the dominant platform in each market.
- Test and optimize: International markets are fluid. What works in one month might need refinement in the next. Regularly review performance and optimize based on search trends, conversion data, and shifting customer behaviors.
For example, in Spain, the keyword “coches baratos” (cheap cars) may seem like a direct translation of its English counterpart.
However, further research might reveal that “ofertas coches” (car deals) or “vehículos económicos” (affordable vehicles) performs better depending on user intent.
2. Geo-Specific Bid Adjustments: Tailor Bids For Performance By Region
International campaigns are prone to fluctuations in performance, driven by differences in local competition, purchasing power, and user behavior.
Geo-specific bid adjustments allow you to tailor your bidding strategy to the realities of each market, maximizing return on ad spend (ROAS).
Below are some best practices for geo-specific bidding:
- Analyze Regional Performance: Use data to assess performance on a country or even city level. Look for patterns like higher conversion rates in certain regions and adjust bids accordingly. This is especially important in diverse markets where sub-regions may perform differently, like the UK or Canada.
- Adjust Bids Based on Currency Value and Buying Power: Regions with lower purchasing power or fluctuating currency values may require different bid strategies. In some markets, a lower cost-per-click (CPC) approach could help maintain profitability.
- Consider Time Zone Differences: Adjust bids based on peak performance hours in each time zone. A broad international campaign can benefit from time-based adjustments that ensure ads show during peak periods in each country.
For instance, if your campaign targets both New York and Berlin, you may find that your peak performance hours vary drastically, necessitating different bid adjustments to maximize efficiency.
In this instance, it’s likely worth segmenting your campaigns by region to account for maximum return on investment or ROI in each region.
In larger enterprise accounts, most regions have different audience sizes, which require different budgets.
If your brand falls into that category, it may be worth creating a separate Google Ads account per region, which can roll up into one MCC account for easier management.
3. Market-Specific Creative Adaptation: Speak The Local Language Through Ad Copy
One of the most common mistakes in international PPC campaigns is failing to adapt ad creatives to local contexts.
Just as keyword localization requires cultural adaptation, ad creatives must be tuned to resonate with local audiences.
A few approaches to localized creative to think about include:
- Ad Copy and Messaging: Localize ad copy to reflect cultural preferences, holidays, humor, and common phrases. Avoid literal translations that may miss the mark. Collaborate with local copywriters who understand the nuances of language and sentiment.
- Visual Adaptations: Imagery that works in one region may not resonate in another. If your ad visuals feature people, clothing, or settings, make sure they align with local norms and expectations.
- Calls to Action (CTAs): CTAs should be adapted based on local shopping behaviors. In some regions, urgency works well (“Buy Now”), while in others, a softer approach may perform better (“Learn More” or “Discover”).
For example, a successful ad campaign in the US using a humorous tone may need to be entirely rethought for a market like Japan, where subtlety and respect play a bigger role in advertising.
4. Leveraging Automation Tools For International Scaling
Managing international PPC campaigns across multiple markets can quickly become overwhelming.
Automation tools, both native to ad platforms and third-party solutions, can help streamline campaign management while still allowing for localized control.
Automation Tactics To Help Scale International PPC Campaigns
- Smart Bidding: Utilize Google or Microsoft’s automated bidding strategies tailored to individual market performance. Smart bidding leverages machine learning to optimize bids for conversions or ROAS, adjusting bids based on real-time data.
- Dynamic Search Ads (DSAs): Dynamic Search Ads can help expand your reach by automatically generating ad headlines based on your website’s content. For international campaigns, ensure that your website is properly localized to ensure the DSAs serve relevant, accurate ads.
- Automated Rules and Scripts: Set up automated rules or scripts to adjust bids, pause underperforming keywords, or raise budgets during peak times. For example, you might set rules to increase bids during holidays specific to individual regions, like Singles’ Day in China or Diwali in India.
Automation tools should be used to complement your manual efforts, not replace them. While they can help manage large campaigns more efficiently, regular oversight and optimization are still essential.
A Holistic Approach To International PPC Success
Expanding into international PPC campaigns presents both challenges and opportunities.
Success depends on taking a holistic approach that incorporates keyword localization, tailored bidding strategies, localized creatives, and effective use of automation.
By adapting your strategies to each specific market, you’ll be able to tap into the unique search behaviors, cultural nuances, and competitive dynamics of global consumers.
Remember that the global PPC landscape is constantly evolving, and regular monitoring, testing, and optimization will be key to staying ahead of the competition.
Whether you’re managing campaigns in-house or as part of an agency, these best practices will help you optimize your international PPC efforts and drive better performance across borders.
More resources:
Featured Image: Mer_Studio/Shutterstock
SEO
Google’s AI Overviews Avoid Political Content, New Data Shows
Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.
- Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
- Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
- Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.
SEO
Executive Director Of WordPress Resigns
Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.
She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as positive economic force as well as the importance of strong opinions that are “loosely held.”
She wrote:
“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.
…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”
Turmoil At WordPress
The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.
Resignation News Was Leaked
The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.
He posted:
“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.
She’s working on a statement for the community. She’s in good spirits despite the turmoil.”
Screenshot Of Deleted Tweet
Josepha tweeted the following response the next day:
“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”
Rocky Period For WordPress
While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work there.
Read the official announcement:
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