AdsWorldEngine: A Self-Evolving Conversational Advertising Agent through Orchestrator and Tool Coevolution

Abstract:Conversational advertising aims to deliver useful ads within multi-turn assistant interactions. Unlike conventional query-based advertising, where the user's intent is often expressed in a short standalone query, conversational ads must infer latent commercial intent from the current user query, the assistant response, and dialogue history while also deciding whether an ad would be helpful rather than intrusive. We propose AdsWorldEngine, an agentic framework for conversational advertising. AdsWorldEngine uses an Opportunity Gate to determine whether ads should be shown, an Orchestrator to generate commercial intents, call advertising tools, and construct a top-3 ad slate, and an Evaluator to score delivered ads for offline optimization. The central contribution is an iterative actor-tool training procedure: we first train the Orchestrator with supervised fine-tuning and agentic reinforcement learning, then use high- and low-reward rollouts to construct preference data to train tools. This creates a self-improving loop in which the system learns not only how to use advertising tools, but also how to improve them from rewarded behavior. To support subjective production decisions, we introduce label grounded judgment modeling, which trains judgment models from human labels collected under explicit guidelines. It enriches labels with thinking traces, filters inconsistent rationales through reflection, and further optimizes binary judgments with a cost sensitive GRPO variant that preserves asymmetric reward gaps. Offline, AdsWorldEngine improves diversity by 60% and relevance by 80% over the current production ad delivery system. In an online A/B test, it increases RPM by 22% and ads coverage by 74%.

Information Retrieval (cs.IR); Artificial Intelligence (cs.AI)

arXiv:2608.13833 [cs.IR]

(or arXiv:2608.13833v1 [cs.IR] for this version)

https://doi.org/10.48550/arXiv.2608.13833 Focus to learn more arXiv-issued DOI via DataCite (pending registration)

arXivLabs is a framework that allows collaborators to develop and share new arXiv features directly on our website.

Both individuals and organizations that work with arXivLabs have embraced and accepted our values of openness, community, excellence, and user data privacy. arXiv is committed to these values and only works with partners that adhere to them.

Have an idea for a project that will add value for arXiv's community? Learn more about arXivLabs.