Human in the Loop: The Human in the Machine

Man in the machine – a buzzword familiar from science fiction novels of the early 20th century. What this term is about in the 21st century is clear: it is about Artificial Intelligence and Machine Learning. The development and training of AI requires the intervention of natural intelligence at many points: human in the loop. In this loop, the human acts in a similar way to a teacher.

5 Ways to Integrate AI in Your eCommerce Shop

The still-ongoing pandemic has pushed many people towards online shopping permanently. And this gave a staggering rise to the ecommerce industry. During the pandemic, there has been a 50% growth in the ecommerce market.

And, as more and more people opt for ecommerce businesses over conventional retail, it is becoming important to integrate artificial intelligence (AI) for efficiency. Taking such a step can prove beneficial for many reasons; driving customer engagement, detecting fraud, retaining customers, and enhancing the shopping experience.

Big players are already deploying AI, and here are five ways you can start leveraging it to grow your ecommerce business.

The Future of Marketing is AI

With the rapid adoption of intelligent technology, marketers now have access to a wealth of data-driven insights that were previously unimaginable. These platforms help them to better understand their target audiences while also relieving the workload on team members so they can focus more time on converting customers into raving fans! It’s hard to imagine a company function that could benefit more from artificial intelligence than marketing (AI Marketing).

Its core activities include understanding customer needs, matching those up with products and services available on the marketplace, and persuading people to buy what you’re selling.

Top 9 Ways to Overcome or Prevent AI Bias

Smart algorithms are only as good as their training data sets. As such, it’s not surprising that algorithmic bias (or Bias in Artificial Intelligence = AI Bias) increasingly pops up when Artificial Intelligence (AI) and Machine Learning (ML) models go into production.AI bias is dangerous because it could easily lead to poor decisions with disastrous consequences. I’m sure you have come across examples of AI bias in the news, like AI’s inability to recognize minorities and so on. So, it’s not hard to imagine businesses finding themselves in a legal nightmare. To understand more about how to avoid training data errors that might lead to these biases, consider reading up on the importance of high-quality AI datasets at Clickworker’s guide on avoiding training data errors.

AI bias is dangerous because it could easily lead to poor decisions with disastrous consequences. I’m sure you have come across examples of AI bias in the news, like AI’s inability to recognize minorities and so on. So, it’s not hard to imagine businesses finding themselves in a legal nightmare.

How do you overcome or prevent AI bias?

7 Unusual Use Cases for AI

Whenever we discuss the key benefits of artificial intelligence (AI), we think of its application in connected cars, FinTech, and healthcare. While we first encountered smart algorithms in the form of Amazon product recommendations and personal assistants like Siri, this technology has evolved to become so much more.

Some use cases in healthcare and software development were groundbreaking (to say the least). However, every now and then, we come across some surprising applications for new technologies.

Let’s take a look at seven unusual real-world use cases for AI.

How the Big Players Are Deploying AI

While the last couple of years has undoubtedly been difficult for all types of businesses, it didn’t slow down development within the artificial intelligence (AI) and machine learning (ML) space

According to IDC, as much as 65% of organizations have accelerated the use of digital technologies this year. In this case, technologies like AI will transform existing business processes to boost employee productivity, drive customer engagement, and enhance business resiliency.

Artificial intelligence – key technologies for the financial industry

From robots on the factory floor to decision-making in investment banks, technology has always driven the financial service sectors. John McCarthy first coined the term artificial intelligence in 1956, but for many this concept from the world of science fiction is only becoming a reality today.

The potential of this technology has driven billions of dollars into research and development around the world; however, there are no clear examples or benchmarks that show us exactly where we may end up regarding making machines think like humans.

Artificial intelligence (AI) is a crucial tool in the financial sector. AI covers everything from chatbot assistants to new systems and tools designed to quickly detect fraud. In addition, AI tools can be used to improve task automation in the financial industry, helping to increase efficiency. While AI may provide a lot of obvious advantages, it’s important to recognize that even now, a significant amount of a bank’s manual procedures are still being done manually.

Top 5 Common Training Data Errors and How to Avoid Them

In traditional software development, the code is the most critical part. In contrast, what’s crucial in artificial intelligence (AI) and machine learning (ML) development is the data. This is because AI training data models include multi-stage activities that smart algorithms must learn in order to successfully perform tasks .

In this scenario, a small mistake you make during training today can cause your data model to malfunction. This can also have disastrous consequences—for example, poor decisions in the healthcare sector, finance, and of course, self-driving cars.

So, what training data errors should we look out for, and what steps can you take to avoid them? Let’s look at the top five data errors and how we can prevent them.

Emotion Recognition – How computers see through our emotions

Emotion recognition or emotion detection is a method of detecting sentiments based on images, videos, audio, and text leveraging artificial intelligence (AI). In this scenario, technology uses data from different sources like photographs, audio recordings, videos, real-time conversations, and documentation for sentiment analysis.

Emotion recognition has become increasingly popular in recent years. In fact, the global emotion detection market is forecasted to grow to $37.1 billion by 2026.

Part of the “affective computing” family of technologies, the primary objective is to help computers or machines interpret human emotions and affective states. This is done by examining non-verbal forms of communication like facial expressions, sentence constructions, the use of language, and more.

Artificial Intelligence – Sentiment Analysis Using NLP

Artificial Intelligence is becoming more and more prominent in our everyday life. From Google Assistant to Apple’s Siri, we can interact with computers, smartphones, and other devices as if they were human beings.

However, while a computer can answer and respond to simple questions, recent innovations also let them learn and understand human emotions.

One of the latest uses of Artificial intelligence is sentiment analysis using natural language processing (NLP).

To do a sentiment analysis, you now have the option of utilizing advanced AI, including machine learning, Large Language Models (LLMs) like GPT-4, Gemini, Llama3, and deep learning techniques. These programs and models can analyze text to find certain emotions or moods that people express through their writing, in images, or video with improved accuracy and understanding of nuances in language.

The goal of sentiment analysis is to understand what someone feels about something and figure out how they think about it and the actionable steps based on that understanding.

Why Is Sentiment Analysis Important?

As governments and organizations start to use AI more for crucial decisions that impact our lives, sentiment analysis is essential for building feedback into those systems.

For example, by analyzing sentiments from social media, news, and forums, organizations can address biases, tailor communication strategies, and ensure more equitable AI systems.

Sentiment analysis becomes essential for oversight, allowing timely interventions when AI decisions are perceived as unfair or biased.

How Machine Learning Influences Sentiment Analysis

The landscape of sentiment analysis has been significantly transformed by the advent of deep learning techniques and Large Language Models (LLMs). Technologies like GPT-4 have become indispensable due to their sophisticated ability to grasp intricate patterns, interpret ambiguous language, and understand the impact of negation on sentiment—surpassing traditional machine learning methods, often without needing a text preprocessing step.

Deep learning, particularly through neural networks, mimics how humans learn languages, enabling the analysis of not just the literal meaning of words but their underlying sentiments and intentions. This capability sometimes emerges in unexpected ways, as OpenAI CEO Sam Altman noted at Harvard Business School when discussing a breakthrough discovery: “Alec Radford did this paper on the unsupervised sentiment neuron and looking at generating Amazon reviews noticed that there was this one neuron that flipped if it was a positive or negative sentiment which was like a deeply non-obvious thing that that should happen.”

This finding highlighted how neural networks can develop specialized components for sentiment analysis without explicit training, demonstrating the power of unsupervised learning approaches. These models are now also adept at domain adaptation, allowing for industry-specific training and customization which enhances performance across various contexts. Moreover, the integration of multilingual and multimodal data furthers our ability to understand sentiments on a broader, more comprehensive scale.

How Sentiment Analysis is Used in the Real World

Sentiment analysis has profound applications across various sectors. Some typical applications include:

1. Social Media Monitoring: Platforms like Twitter are goldmines for sentiment analysis. Companies can track mentions, hashtags, and overall brand sentiment in real-time. This allows for quick responses to emerging trends or potential PR issues.
2. For example the US Agency for International Development used sentiment analysis in its social media listening project to help increase awareness of reproductive health in West Africa.
3. Customer Feedback Analysis: By applying sentiment analysis to user feedback from surveys, reviews, Tweets, emails, and support tickets, companies can gain deeper insights into customer satisfaction. This can be particularly useful for calculating Net Promoter Scores (NPS) and identifying areas for improvement in products or services.
4. Political and Social Research: Sentiment analysis can be used to gauge public opinion on political issues, candidates, or social movements by analyzing large corpora of social media posts, news articles, and comments.
5. Market Research: Businesses can use sentiment analysis to understand consumer attitudes towards new products, marketing campaigns, or competitors. This can inform product development and marketing strategies.
6. Healthcare and Wellbeing: Sentiment analysis of patient feedback and social media posts can provide insights into public health trends, patient satisfaction with healthcare providers, and even mental health indicators like happiness or stress levels in populations.

These applications often involve processing large volumes of text data, requiring robust sentiment analysis software and advanced analytics techniques. The sentiment scores derived from these analyses can provide valuable metrics for decision-makers across various sectors.

Using NLP for Sentiment Analysis

Advanced NLP techniques, especially those used in models like GPT-4, play a crucial role in sentiment analysis today. These techniques are pivotal for capturing the semantic meaning behind phrases, including colloquial expressions and non-standard grammar structures. Additionally, they excel in interpreting short and noisy text from social media, which includes a wide variety of abbreviations, acronyms, emojis, and other symbols.

Types of Sentiment Analysis

Sentiment analysis today involves a broader range of categories including urgency (urgent, not urgent), and intentions (interested v. not interested), among others. It now leverages sophisticated AI and NLP tools for a deeper, more nuanced understanding of sentiments.

• Fine-grained sentiment analysis – now benefits from the nuanced understanding models like GPT-4 provide, enabling a more accurate sentiment spectrum from very positive to very negative.
• Emotion detection – has been enhanced with advanced algorithms capable of quickly identifying customer sentiments, significantly improving response times to complaints and queries.
• Aspect-based sentiment analysis – now utilizes deep learning to precisely analyze specific features in product reviews and how consumers perceive these features.

The evolution of AI models and deep learning techniques has notably advanced sentiment analysis capabilities, providing more accurate, nuanced, and effective strategies than ever before.

How Does Sentiment Analysis with NLP Work?

At the core of sentiment analysis, recent advancements have revolutionized traditional methods. While NLP – natural language processing – technologies utilize algorithms to analyze unstructured text data, the introduction of Large Language Models (LLMs) and Generative AI have significantly enhanced this process. These advanced models offer more accurate, context-sensitive sentiment analysis capabilities by understanding entire conversations and capturing nuanced expressions more effectively than their predecessors.

To leverage these advancements, algorithms must be trained with large amounts of annotated data, which now includes not just simple expressions tagged as ‘positive’ or ‘negative’, but also complex conversational nuances, sarcasm, and intricate expressions. This training allows for a more sophisticated interpretation of sentiments.

Tip:

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Audio Datasets Sentiment Analysis

The training process involves annotators labeling complex data based on nuanced sentiment interpretation, significantly beyond mere ‘good’ or ‘bad’ dichotomies. For instance, the context in which words are used and the overall conversational flow are considered for a more accurate sentiment prediction.

Upon completing the training, these advanced algorithms can extract and analyze key sentiments from texts, effectively handling sarcasm and context, which traditional methods struggled with. With these advancements, sentiment analysis can be performed more accurately and on a broader scale without extensive human intervention.

Why Is Sentiment Analysis Important?

Sentiment analysis remains crucial for understanding consumer sentiment trends toward products or services. With the advent of Generative AI and LLMs, automated sentiment analysis has become more nuanced, allowing businesses to make more informed decisions based on social media conversations, reviews, user data, and other sources.

The sentiment analysis market, driven by rapid advancements in AI technology, has experienced growth beyond initial projections. While the market was expected to grow from USD 3.6 billion in 2020 to USD 6.4 billion by 2025, current trends suggest an even greater expansion, emphasizing the crucial and expanding role of sentiment analysis across various sectors.

Today, the application of sentiment analysis spans beyond market research and customer service optimization. The customization of LLMs for domain-specific data has opened new avenues for text sentiment analysis tools in targeted marketing campaigns, public relations management, crisis monitoring/management, understanding customer intent, response to advertisements, and brand reputation analysis.

Understanding consumer sentiment—whether positive or negative—allows businesses to empathize with their audience, leveraging feedback for product or service improvement. This insight can lead to the identification of market gaps and the creation of innovative solutions, potentially ushering in the next big industry breakthrough.

The Role of Deep Learning and Multimodal Analysis

Deep learning, particularly through architectures such as transformers, has significantly advanced the capabilities of algorithms in understanding complex linguistic structures, idioms, and cultural nuances.

Simultaneously, multimodal sentiment analysis recognizes the importance of non-textual inputs. Analyzing images, videos, and how they interact with textual data opens new dimensions for understanding sentiments, especially with so much of communication online hapening through photos, memes, and videos.

NLP vs LLM Sentiment Analysis

Sentiment analysis has evolved significantly with the advent of Large Language Models (LLMs), offering new possibilities and improved performance compared to traditional Natural Language Processing (NLP) techniques. Let’s explore the key differences and advantages of LLMs over traditional NLP methods for sentiment analysis.

Traditional NLP Approaches

Traditional NLP approaches to sentiment analysis typically involve:

Dictionary-based methods: These sentiment analysis algorithms use predefined dictionaries of words associated with positive or negative sentiments, and then count the occurrences of those words. These methods have the lowest complexity, but tend to have a lower accuracy score on benchmarks than other methodologies.

Machine learning techniques: Models like Naive Bayes, Support Vector Machines (SVM), and neural networks, used within frameworks such Scikit-learn are trained on labeled datasets to classify sentiment and text intent.

Feature engineering: Techniques such as bag-of-words, TF-IDF, and n-grams are first vectorize text and then extract relevant features.

These methods have been widely used and can be effective, especially for specific domains or languages. For instance, a study on Bengali sentiment analysis showed that traditional models like Bi-LSTM, LSTM, and GRU achieved reasonable accuracy.

        
import nltk
from nltk.sentiment import SentimentIntensityAnalyzer
from textblob import TextBlob

# Download the NLTK sentiment analysis model
nltk.download('vader_lexicon')

def analyze_sentiment_nltk(text):
sia = SentimentIntensityAnalyzer()
sentiment_scores = sia.polarity_scores(text)
return sentiment_scores

def analyze_sentiment_textblob(text):
blob = TextBlob(text)
return blob.sentiment.polarity

# Example usage
text = "I love this product! It's amazing and works perfectly."

# NLTK analysis
nltk_sentiment = analyze_sentiment_nltk(text)
print("NLTK Sentiment:", nltk_sentiment)

# TextBlob analysis
textblob_sentiment = analyze_sentiment_textblob(text)
print("TextBlob Sentiment:", textblob_sentiment)
        
    

LLM-based Approaches

Large Language Models have introduced several advantages for sentiment analysis:

Improved accuracy: LLMs often outperform traditional methods in sentiment classification tasks. For example, BERT-based models achieved 92.5% accuracy in Bengali sentiment classification, surpassing traditional approaches.

Contextual understanding: LLMs can capture nuanced contextual information, leading to more accurate sentiment analysis, especially for complex or ambiguous texts.

Transfer learning: Pre-trained LLMs can be fine-tuned for specific sentiment analysis tasks, reducing the need for large labeled datasets.

Multi-lingual capabilities: LLMs can perform sentiment analysis across multiple languages with minimal adaptation.

Aspect-based sentiment analysis: LLMs excel at identifying sentiments related to specific aspects of a product or service, providing more granular insights.

Less preprocessing: LLMs generally require less preprocessing of text for sentiment analysis compared to traditional NLP techniques.

comparative Performance

Studies have shown that LLMs generally outperform traditional NLP methods in sentiment analysis tasks:

1. In a study on Chinese financial sentiment analysis, LLMs demonstrated superior performance compared to traditional techniques.

2. An analysis of CBDC narratives by central banks found that LLMs, particularly ChatGPT, better reflected the stance identified by human experts compared to keyword / dictionary based methods.

3. For aspect-based sentiment analysis, deep learning-based techniques (including LLMs) have produced better outcomes than traditional ABSA methods.

Considerations

While LLMs offer significant advantages, there are some considerations:

Computational resources: LLMs typically require more computational power and memory than traditional NLP methods.

Interpretability: Traditional methods may be more interpretable, which can be crucial in certain applications.

Domain-specific performance: In some specialized domains, carefully crafted traditional NLP approaches may still perform competitively with LLMs.

In conclusion, while traditional NLP methods for sentiment analysis remain relevant, LLMs have demonstrated superior performance in many scenarios, offering improved accuracy, contextual understanding, and versatility across languages and domains.

Additional Tools and Resources

To enhance your sentiment analysis capabilities, several tools and resources are available. These can help streamline your workflow, improve accuracy, and provide valuable insights. Here are some notable options:

Open-Source Libraries

• NLTK (Natural Language Toolkit): A comprehensive library for NLP tasks, including sentiment analysis.
• TextBlob: A simple Python library that offers easy-to-use interfaces for common NLP tasks, including sentiment analysis.
• spaCy: An advanced NLP library known for its speed and accuracy in various language processing tasks.

Cloud-Based Services

• Google Cloud Natural Language API: Offers sentiment analysis as part of its suite of NLP services.
• Amazon Comprehend: Provides sentiment analysis capabilities along with other text analysis features.
• IBM Watson Natural Language Understanding: Offers advanced sentiment analysis with customizable models.

Visualization Tools

• Tableau: Allows for the creation of interactive dashboards to visualize sentiment analysis results.
• Power BI: Offers robust data visualization capabilities for sentiment analysis insights.

Data Collection Tools

• Twitter API: Essential for collecting tweets for social media sentiment analysis.
• Web scraping tools (e.g., Beautiful Soup, Scrapy): Useful for gathering text data from websites for analysis.

Annotation Tools

• Prodigy: An annotation tool that can help in creating custom datasets for fine-tuning sentiment analysis models.
• LabelStudio: An open-source data labeling tool that supports various annotation tasks, including sentiment labeling.

Pre-trained Models

• BERT (Bidirectional Encoder Representations from Transformers): A powerful pre-trained model that can be fine-tuned for sentiment analysis tasks.
• RoBERTa: An optimized version of BERT that often achieves better performance in sentiment analysis.

Datasets

• Stanford Sentiment Treebank: A widely used dataset for sentiment analysis in English.
• IMDB Movie Reviews: A large dataset of movie reviews, commonly used for sentiment analysis benchmarking.

By leveraging these tools and resources, you can enhance your sentiment analysis capabilities, whether you’re using traditional NLP methods or advanced LLM-based approaches. The choice of tools will depend on your specific requirements, the scale of your project, and the level of customization needed.

Custom Datasets for Fine Tuning LLMs for Sentiment Analysis

Custom datasets for fine-tuning in sentiment analysis offer several important advantages:

Domain-Specific Accuracy

Custom datasets allow models to be tailored to specific domains or industries. This is particularly valuable because:

Specialized vocabulary: Different sectors often use unique terminology or jargon that general models may not accurately interpret. For example, in the packaging industry, terms like “seal integrity” or “tamper-evident” might have specific sentiment implications.

Context-dependent sentiments: Words or phrases can have different sentiment connotations in various contexts. A custom dataset helps capture these nuances specific to a particular field or application.

Improved Performance

Fine-tuning on custom datasets can lead to significant performance improvements:

Higher accuracy: Models fine-tuned on domain-specific data often outperform general-purpose models.

Better handling of edge cases: Custom datasets can include examples of challenging or ambiguous cases specific to the domain, helping the model learn to handle these situations more effectively and improve its accuracy rate.

Addressing Specific Tasks

Custom datasets enable models to tackle specialized sentiment analysis tasks:

Aspect-based sentiment analysis: Fine-tuning on custom datasets allows models to identify sentiments related to specific aspects of products or services, providing more granular insights.

Emotion intensity: Custom datasets can be designed to capture and parse varying degrees of emotional intensity, allowing for more nuanced sentiment analysis.

Test Datasets for Sentiment Analysis

Sentiment analysis relies on various test datasets to benchmark and refine models. Here are some widely used datasets:

1. Stanford Sentiment Treebank (SST): This dataset contains movie review sentences labeled with sentiment on a scale of 1-5. It provides both binary (positive/negative) and fine-grained versions, useful for understanding sentiment polarity and evaluating the nuances of emotions, including sarcasm and negation.
2. IMDb Movie Reviews Dataset: Comprising 50,000 movie reviews labeled as either positive or negative, this dataset is a benchmark for binary sentiment classification. It helps test models for their ability to understand sentiment in longer texts, such as emails or info texts, where negation or bias might play a significant role.
3. Yelp Reviews Dataset: This dataset includes Yelp reviews with star ratings that can be converted into sentiment labels. It supports multi-class sentiment analysis, making it ideal for tasks like customer feedback analysis and measuring Net Promoter Score (NPS) using sentiment scores.
4. Amazon Product Reviews : A vast collection of Amazon product reviews with star ratings, ideal for multi-class analysis. These reviews help in developing sentiment analysis systems for commercial applications, including customer feedback analysis and user feedback.
5. Twitter Sentiment Analysis Dataset : This dataset contains tweets labeled with sentiment, making it valuable for analyzing short, informal text. It can detect subtle sentiment shifts, sarcasm, and urgency in social media conversations.
6. Sentiment140 : A dataset of 1.6 million tweets annotated with sentiment (positive, negative, neutral). Useful for testing models on brief, text-based content where sentiment polarity is crucial, such as text analytics or translation tasks.
7. SemEval Datasets : These datasets provide standardized sentiment analysis tasks across different domains and languages. They are useful for evaluating systems that handle multilingual content or specific entities, like happiness, urgency, or sarcasm detection. They typically include validation data within the corpus, in the form of gold labels – each assigned a similarity score (the gold label) that reflects the true degree of semantic similarity between them, as determined by human annotators.

When selecting a test dataset, consider the following:

• Similarity to your target domain/application : For example, a sentiment analysis tool targeting customer support emails may benefit more from datasets like Yelp or Amazon reviews, while a Twitter-focused tool should leverage Twitter-specific datasets.
• Number of classes (binary vs. multi-class) : A sentiment analysis system could vary greatly based on whether it processes binary or multi-class sentiment, including neutral or mixed emotions.
• Text length and style: Consider whether your application deals with short texts (tweets) or longer formats (product reviews, emails).
• Size of the dataset: Larger datasets like Sentiment140 or Amazon reviews can improve model training and generalization.
• Presence of neutral or mixed sentiment : Datasets with a neutral class, like Sentiment140, are beneficial for a more comprehensive understanding of sentiment.

It’s often beneficial to test on multiple datasets to evaluate model generalization. You may also want to create a small custom test set that closely matches your specific use case.

Overcoming Limitations of Existing Tools

Custom datasets and fine-tuning can address shortcomings of pre-existing sentiment analysis tools:

Improved correlation: Some studies have found that existing sentiment analysis tools can be subjective and poorly correlated. Custom datasets and fine-tuning can help overcome these limitations.

Language-specific models: For languages with fewer resources, custom datasets are crucial. For example, fine-tuning transformer-based models on Bangla-specific datasets led to improved performance in sentiment analysis tasks.

Adaptability to Changing Trends

Custom datasets allow for continuous improvement and adaptation:

Evolving language use: Social media and online discourse constantly introduce new terms and expressions. Custom datasets can be updated to reflect these changes, keeping the model current.

Shifting sentiment patterns: Public opinion and sentiment expressions can change over time. Regular updates to custom datasets help models stay aligned with these shifts.

Custom datasets for fine-tuning in sentiment analysis provide the flexibility and specificity needed to achieve high performance in diverse applications, from industry-specific product reviews to nuanced emotion detection in social media posts.

If you’re building your own domain specific sentiment analysis classifier, clickworker provides custom datasets and data labelling services. Learn more here.