UniAR: Unifying Human Attention and Response Prediction on Visual Content

Progress in human behavior modeling involves understanding both implicit, early-stage perceptual behavior such as human attention and explicit, later-stage behavior such as subjective ratings/preferences. Yet, most prior research has focused on modeling implicit and explicit human behavior in isolation. Can we build a unified model of human attention and preference behavior that reliably works across diverse types of visual content? Such a model would enable predicting subjective feedback such as overall satisfaction or aesthetic quality ratings, along with the underlying human attention or interaction heatmaps and viewing order, enabling designers and content-creation models to optimize their creation for human-centric improvements. In this paper, we propose UniAR -- a unified model that predicts both implicit and explicit human behavior across different types of visual content. UniAR leverages a multimodal transformer, featuring distinct prediction heads for each facet, and predicts attention heatmap, scanpath or viewing order, and subjective rating/preference. We train UniAR on diverse public datasets spanning natural images, web pages and graphic designs, and achieve leading performance on multiple benchmarks across different image domains and various behavior modeling tasks. Potential applications include providing instant feedback on the effectiveness of UIs/digital designs/images, and serving as a reward model to further optimize design/image creation.