Varun Khurana

In high-stakes settings such as brand compliance, clinical care, and content moderation, machine learning cannot be deployed as opaque oracles: practitioners inspect the features driving model decisions, and models must leverage the expert documentation governing these domains. In practice, the data arrives as unstructured content, and features extracted from it must be interpretable, discriminative, and aligned with what experts consider important. Existing methods fall short: they target tabular inputs, lack demonstrated expert alignment, and cannot operationalize qualitative criteria such as ’maintain professional tone’ into precise features. We present FEST (Feature Engineering with Self-evolving Trees), combining dual-stream feature generation (semantic and deterministic), semantic deduplication, and tree-guided iterative evolution to discover auditable features from raw text and images. FEST leads in 17 of 20 classifier-task combinations across brand classification, content authenticity detection, and stress detection, with a mean gain of 4.2 pp over the strongest baseline across five classifiers. An LLM-as-judge evaluation shows FEST achieves 60-80% coverage of expert-designed brand features at strict semantic-alignment thresholds, corroborated by a human expert study rating features highly on relevance, clarity, and actionability. When seeded with expert guidelines, FEST refines qualitative criteria into operational features, improving accuracy by 6-12 pp on average across brands. To enable systematic evaluation of expert alignment in automated feature engineering, we release BrandGuide, the first dataset pairing expert-designed features with 1M+ assets across 2,683 brands. By grounding feature engineering in expert knowledge, FEST opens a practical pathway for interpretable ML in domains demanding human oversight.

While recent text-to-image models excel at generating realistic content, they struggle to capture the nuanced visual characteristics that define a brand’s distinctive style—such as lighting preferences, photography genres, color palettes, and compositional choices. This work introduces BrandFusion, a novel framework that automatically generates brand-aligned promotional images by decoupling brand style learning from image generation. Our approach consists of two components: a Brand-aware Vision-Language Model (BrandVLM) that predicts brand-relevant style characteristics and corresponding visual embeddings from marketer-provided contextual information, and a Brand-aware Diffusion Model (BrandDM) that generates images conditioned on these learned style representations. Unlike existing personalization methods that require separate fine-tuning for each brand, BrandFusion maintains scalability while preserving interpretability through textual style characteristics. Our method generalizes effectively to unseen brands by leveraging common industry sector-level visual patterns. Extensive evaluation demonstrates consistent improvements over existing approaches across multiple brand alignment metrics, with a 68.61% preference rate in human evaluation study. This work paves the way for AI-assisted on-brand content creation in marketing workflows.

Recent advances in text-to-image generation have achieved impressive aesthetic quality, making these models usable for both personal and commercial purposes. However, in the fields of marketing and advertising, images are often created to be more engaging, as reflected in user behaviors such as increasing clicks, likes, and purchases, in addition to being aesthetically pleasing. To this end, we introduce the challenge of optimizing the image generation process for improved viewer engagement. In order to study image engagement and utility in real-world marketing scenarios, we collect EngagingImageNet, the first large-scale dataset of images, along with associated user engagement metrics. Further, we find that existing image evaluation metrics like aesthetics, CLIPScore, PickScore, ImageReward, etc. are unable to capture viewer engagement. To address the lack of reliable metrics for assessing image utility, we use the EngagingImageNet dataset to train EngageNet, an engagement-aware Vision Language Model (VLM) that predicts viewer engagement of images by leveraging contextual information about the tweet content, enterprise details, and posting time. We then explore methods to enhance the engagement of text-to-image models, making initial strides in this direction. These include conditioning image generation on improved prompts, supervised fine-tuning of stable diffusion on high-performing images, and reinforcement learning to align stable diffusion with EngageNet-based reward signals, all of which lead to the generation of images with higher viewer engagement. Finally, we propose the Engagement Arena, to benchmark text-to-image models based on their ability to generate engaging images, using EngageNet as the evaluator, thereby encouraging the research community to measure further advances in the engagement of text-to-image modeling. These contributions provide a new pathway for advancing utility-driven image generation, with significant implications for the commercial application of image generation. We have released our code and dataset on behavior-in-the-wild.github.io/image-engagement.

Integrating human feedback in models can improve the performance of natural language processing (NLP) models. Feedback can be either explicit (e.g. ranking used in training language models) or implicit (e.g. using human cognitive signals in the form of eyetracking). Prior eye tracking and NLP research reveal that cognitive processes, such as human scanpaths, gleaned from human gaze patterns aid in the understanding and performance of NLP models. However, the collection of real eyetracking data for NLP tasks is challenging due to the requirement of expensive and precise equipment coupled with privacy invasion issues. To address this challenge, we propose ScanTextGAN, a novel model for generating human scanpaths over text. We show that ScanTextGAN-generated scanpaths can approximate meaningful cognitive signals in human gaze patterns. We include synthetically generated scanpaths in four popular NLP tasks spanning six different datasets as proof of concept and show that the models augmented with generated scanpaths improve the performance of all downstream NLP tasks.

The recent transition to the online educational domain has increased the need for Automatic Short Answer Grading (ASAG). ASAG automatically evaluates a student’s response against a (given) correct response and thus has been a prevalent semantic matching task. Most existing methods utilize sequential context to compare two sentences and ignore the structural context of the sentence; therefore, these methods may not result in the desired performance. In this paper, we overcome this problem by proposing a Multi-Relational Graph Transformer, MitiGaTe, to prepare token representations considering the structural context. Abstract Meaning Representation (AMR) graph is created by parsing the text response and then segregated into multiple subgraphs, each corresponding to a particular relationship in AMR. A Graph Transformer is used to prepare relation-specific token embeddings within each subgraph, then aggregated to obtain a subgraph representation. Finally, we compare the correct answer and the student response subgraph representations to yield a final score. Experimental results on Mohler’s dataset show that our system outperforms the existing state-of-the-art methods. We have released our implementation https://github.com/kvarun07/asag-gt, as we believe that our model can be useful for many future applications.