# LLM-based Fusion of Multi-modal Features for Commercial Memorability Prediction

arXiv: https://arxiv.org/abs/2510.22829 · HTML: https://mlsanity.com/paper/2510.22829/

## Key facts

- No citing papers in the map yet (data through 14 Oct 2026).
- Builds on 5 of its 11 references that are in the map.
- First posted on arXiv 26 Oct 2025.

## Builds on (most cited first, 5 of 5)

- [LoRA: Low-Rank Adaptation of Large Language Models](https://mlsanity.com/paper/2106.09685/) (2021)
- [Visual Instruction Tuning](https://mlsanity.com/paper/2304.08485/) (2023)
- [Cross-Modal Projection in Multimodal LLMs Doesn't Really Project Visual Attributes to Textual Space](https://mlsanity.com/paper/2402.16832/) (2024)
- [Long-Term Ad Memorability: Understanding & Generating Memorable Ads](https://mlsanity.com/paper/2309.00378/) (2023)
- [Show and Recall: Learning What Makes Videos Memorable](https://mlsanity.com/paper/1707.05357/) (2017)

## Abstract (arXiv)

This paper addresses the prediction of commercial (brand) memorability as part of "Subtask 2: Commercial/Ad Memorability" within the "Memorability: Predicting movie and commercial memorability" task at the MediaEval 2025 workshop competition. We propose a multimodal fusion system with a Gemma-3 LLM backbone that integrates pre-computed visual (ViT) and textual (E5) features by multi-modal projections. The model is adapted using Low-Rank Adaptation (LoRA). A heavily-tuned ensemble of gradient boosted trees serves as a baseline. A key contribution is the use of LLM-generated rationale prompts, grounded in expert-derived aspects of memorability, to guide the fusion model. The results demonstrate that the LLM-based system exhibits greater robustness and generalization performance on the final test set, compared to the baseline. The paper's codebase can be found at https://github.com/dsgt-arc/mediaeval-2025-memorability