Sales Whisperer: A Human-Inconspicuous Attack on LLM Brand Recommendations

Large language model (LLM) users might rely on others (e.g., prompting services), to write prompts. However, the risks of trusting prompts written by others remain unstudied. In this paper, we assess the risk of using such prompts on brand recommendation tasks when shopping. First, we found that paraphrasing prompts can result in LLMs mentioning given brands with drastically different probabilities, including a pair of prompts where the probability changes by 100%. Next, we developed an approach that can be used to perturb an original base prompt to increase the likelihood that an LLM mentions a given brand. We designed a human-inconspicuous algorithm that perturbs prompts, which empirically forces LLMs to mention strings related to a brand more often, by absolute improvements up to 78.3%. Our results suggest that our perturbed prompts, 1) are inconspicuous to humans, 2) force LLMs to recommend a target brand more often, and 3) increase the perceived chances of picking targeted brands.