# JU-NLP at Touch'e: Covert Advertisement in Conversational AI-Generation and Detection Strategies

arXiv: https://arxiv.org/abs/2509.14256 · HTML: https://mlsanity.com/paper/2509.14256/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 9 of its 16 references that are in the map.
- First posted on arXiv 12 Sep 2025.

## Builds on (most cited first, 9 of 9)

- [Retrieval-Augmented Generation for Knowledge-Intensive NLP Tasks](https://mlsanity.com/paper/2005.11401/) (2020)
- [Sentence-BERT: Sentence Embeddings using Siamese BERT-Networks](https://mlsanity.com/paper/1908.10084/) (2019)
- [SQuAD: 100,000+ Questions for Machine Comprehension of Text](https://mlsanity.com/paper/1606.05250/) (2016)
- [XLNet: Generalized Autoregressive Pretraining for Language Understanding](https://mlsanity.com/paper/1906.08237/) (2019)
- [MiniLM: Deep Self-Attention Distillation for Task-Agnostic Compression of Pre-Trained Transformers](https://mlsanity.com/paper/2002.10957/) (2020)
- [A Survey on LLM-as-a-Judge](https://mlsanity.com/paper/2411.15594/) (2024)
- [DeBERTaV3: Improving DeBERTa using ELECTRA-Style Pre-Training with Gradient-Disentangled Embedding Sharing](https://mlsanity.com/paper/2111.09543/) (2021)
- [MPNet: Masked and Permuted Pre-training for Language Understanding](https://mlsanity.com/paper/2004.09297/) (2020)
- [Detecting Generated Native Ads in Conversational Search](https://mlsanity.com/paper/2402.04889/) (2024)

## Abstract (arXiv)

This paper proposes a comprehensive framework for the generation of covert advertisements within Conversational AI systems, along with robust techniques for their detection. It explores how subtle promotional content can be crafted within AI-generated responses and introduces methods to identify and mitigate such covert advertising strategies. For generation (Sub-Task~1), we propose a novel framework that leverages user context and query intent to produce contextually relevant advertisements. We employ advanced prompting strategies and curate paired training data to fine-tune a large language model (LLM) for enhanced stealthiness. For detection (Sub-Task~2), we explore two effective strategies: a fine-tuned CrossEncoder (textttall-mpnet-base-v2) for direct classification, and a prompt-based reformulation using a fine-tuned textttDeBERTa-v3-base model. Both approaches rely solely on the response text, ensuring practicality for real-world deployment. Experimental results show high effectiveness in both tasks, achieving a precision of 1.0 and recall of 0.71 for ad generation, and F1-scores ranging from 0.99 to 1.00 for ad detection. These results underscore the potential of our methods to balance persuasive communication with transparency in conversational AI.