AuthorsZidi Xiu*, Kai-Chen Cheng*, David Q. Sun*, Jiannan Lu, Hadas Kotek, Yuhan Zhang, Paul McCarthy, Christopher Klein, Stephen Pulman, Jason D. Williams
With the growing popularity of intelligent assistants (IAs), evaluating IA quality becomes an increasingly active field of research. This paper identifies and quantifies the feedback effect, a novel component in IA-user interactions: how the capabilities and limitations of the IA influence user behavior over time. First, we demonstrate that unhelpful responses from the IA cause users to delay or reduce subsequent interactions in the short term via an observational study. Next, we expand the time horizon to examine behavior changes and show that as users discover the limitations of the IA's understanding and functional capabilities, they learn to adjust the scope and wording of their requests to increase the likelihood of receiving a helpful response from the IA. Our findings highlight the impact of the feedback effect at both the micro and meso levels. We further discuss its macro-level consequences: unsatisfactory interactions continuously reduce the likelihood and diversity of future user engagements in a feedback loop.
Providing new features—while preserving user privacy—requires techniques for learning from private and anonymized user feedback. To learn quickly and accurately, we develop and employ statistical learning algorithms that help us overcome multiple challenges that arise from sampling noise, applications of differential privacy, and delays that may be present in the data. These algorithms enable teams at Apple to measure and understand which user experiences are the best. This understanding leads to continual improvements across Apple's products and services to drive better experiences. We provide aspects of this understanding to the Apple developer community through features such as product page optimization.
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