In real-world machine learning systems, labels are often derived from user behaviors that the system wishes to encourage. Over time, new models must be trained as new training examples and features become available. However, feedback loops between users and models can bias future user behavior, inducing a *presentation bias* in the labels that compromises the ability to train new models. In this paper, we propose *counterfactual augmentation*, a novel causal method for correcting presentation bias using generated counterfactual labels. Our empirical evaluations demonstrate that counterfactual augmentation yields better downstream performance compared to both uncorrected models and existing bias-correction methods. Model analyses further indicate that the generated counterfactuals align closely with true counterfactuals in an oracle setting.

Global models are typically trained to be as generalizable as possible. Invariance to the specific user is considered desirable since models are shared across multitudes of users. However, these models are often unable to produce personalized responses for individual users, based on their data. Contrary to widely-used personalization techniques based on few-shot and meta-learning, we propose UserIdentifier, a novel scheme for training a single shared model for all users. Our approach produces personalized responses by prepending a fixed, user-specific non-trainable string (called “user identifier”) to each user’s input text. Unlike prior work, this method doesn’t need any additional model parameters, any extra rounds of personal few-shot learning or any change made to the vocabulary. We empirically study different types of user identifiers (numeric, alphanumeric, and also randomly generated) and demonstrate that, surprisingly, randomly generated user identifiers outperform the prefix-tuning based state-of-the-art approach by up to 13, on a suite of sentiment analysis datasets.