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Jul 31

AC-Reason: Towards Theory-Guided Actual Causality Reasoning with Large Language Models

Actual causality (AC), a fundamental aspect of causal reasoning (CR), is responsible for attribution and responsibility assignment in real-world scenarios. However, existing LLM-based methods lack grounding in formal AC theory, resulting in limited interpretability. Therefore, we propose AC-Reason, a semi-formal reasoning framework that identifies causally relevant events within an AC scenario, infers the values of their formal causal factors (e.g., sufficiency, necessity, and normality), and answers AC queries via a theory-guided algorithm with explanations. While AC-Reason does not explicitly construct a causal graph, it operates over variables in the underlying causal structure to support principled reasoning. To enable comprehensive evaluation, we introduce AC-Bench, a new benchmark built upon and substantially extending Big-Bench Hard Causal Judgment (BBH-CJ). AC-Bench comprises ~1K carefully annotated samples, each with detailed reasoning steps and focuses solely on actual causation. The case study shows that synthesized samples in AC-Bench present greater challenges for LLMs. Extensive experiments on BBH-CJ and AC-Bench show that AC-Reason consistently improves LLM performance over baselines. On BBH-CJ, all tested LLMs surpass the average human rater accuracy of 69.60%, with GPT-4 + AC-Reason achieving 75.04%. On AC-Bench, GPT-4 + AC-Reason again achieves the highest accuracy of 71.82%. AC-Bench further enables fine-grained analysis of reasoning faithfulness, revealing that only Qwen-2.5-72B-Instruct, Claude-3.5-Sonnet, and GPT-4o exhibit faithful reasoning, whereas GPT-4 tends to exploit shortcuts. Finally, our ablation study proves that integrating AC theory into LLMs is highly effective, with the proposed algorithm contributing the most significant performance gains.

C-SEO Bench: Does Conversational SEO Work?

Large Language Models (LLMs) are transforming search engines into Conversational Search Engines (CSE). Consequently, Search Engine Optimization (SEO) is being shifted into Conversational Search Engine Optimization (C-SEO). We are beginning to see dedicated C-SEO methods for modifying web documents to increase their visibility in CSE responses. However, they are often tested only for a limited breadth of application domains; we do not understand whether certain C-SEO methods would be effective for a broad range of domains. Moreover, existing evaluations consider only a single-actor scenario where only one web document adopts a C-SEO method; in reality, multiple players are likely to competitively adopt the cutting-edge C-SEO techniques, drawing an analogy from the dynamics we have seen in SEO. We present C-SEO Bench, the first benchmark designed to evaluate C-SEO methods across multiple tasks, domains, and number of actors. We consider two search tasks, question answering and product recommendation, with three domains each. We also formalize a new evaluation protocol with varying adoption rates among involved actors. Our experiments reveal that most current C-SEO methods are largely ineffective, contrary to reported results in the literature. Instead, traditional SEO strategies, those aiming to improve the ranking of the source in the LLM context, are significantly more effective. We also observe that as we increase the number of C-SEO adopters, the overall gains decrease, depicting a congested and zero-sum nature of the problem. Our code and data are available at https://github.com/parameterlab/c-seo-bench and https://huggingface.co/datasets/parameterlab/c-seo-bench.