In this paper, we show that when spoken language models (SLMs) are instructed to speak in a specific speaking style at the beginning of a multi-turn conversation, they cannot maintain the required speaking styles after several turns of interaction; we refer to this as the style amnesia of SLMs. We focus on paralinguistic speaking styles, including emotion, accent, volume, and speaking speed. We evaluate three proprietary and two open-source SLMs, demonstrating that none of these models can maintain a consistent speaking style when instructed to do so. We further show that while SLMs can recall the style instruction when prompted in later turns, they still fail to express it, but through explicit recall can mitigate style amnesia. In addition, SLMs struggle more when the style instruction is placed in system messages rather than user messages, even though system messages are specifically designed to provide persistent, conversation-level instructions. Our findings highlight a systematic gap in current SLMs’ ability to maintain speaking styles, highlighting the need for improved style adherence in future models. Our code and evaluation data are publicly available at https://github.com/YuXiangLin1234/SLM-Style-Amnesia.

The goal of product copywriting is to capture the interest of potential buyers by emphasizing the features of products through text descriptions. As e-commerce platforms offer a wide range of services, it’s becoming essential to dynamically adjust the styles of these auto-generated descriptions. Typical approaches to copywriting generation often rely solely on specified product attributes, which may result in dull and repetitive content. To tackle this issue, we propose to generate copywriting based on customer reviews, as they provide firsthand practical experiences with products, offering a richer source of information than just product attributes. We have developed a sequence-to-sequence framework, enhanced with reinforcement learning, to produce copywriting that is attractive, authentic, and rich in information. Our framework outperforms all existing baseline and zero-shot large language models, including LLaMA-2-chat-7B and GPT-3.5, in terms of both attractiveness and faithfulness. Furthermore, this work features the use of LLMs for aspect-based summaries collection and argument allure assessment. Experiments demonstrate the effectiveness of using LLMs for marketing domain corpus construction. The code and the dataset is publicly available at: https://github.com/YuXiangLin1234/Copywriting-Generation.