Creative4U: MLLMs-based Advertising Creative Image Selector with Comparative Reasoning 文章

arXiv:2508.12628v2 Announce Type: replace Abstract: Creative image in advertising is the heart and soul of e-commerce platform. An eye-catching creative image can enhance the shopping experience for users, boosting income for advertisers and advertising revenue for platforms. With the advent of AIGC technology, advertisers can produce large quantities of creative images at minimal cost. However, they struggle to assess the creative quality to select. Existing methods primarily focus on creative ranking, which fails to address the need for explainable creative selection. In this work, we propose the first paradigm for explainable creative assessment and selection. Powered by multimodal large language models (MLLMs), our approach integrates the assessment and selection of creative images into a natural language generation task.