Query as Anchor: Scenario-Adaptive User Representation via Large Language Model

Accurate user modeling often depends on rich interaction histories, which are unavailable for billions of low-activity users. Large Language Models (LLMs) can infer latent user states from static profiles, but this reasoning becomes unreliable when profiles are sparse, and applying an LLM to billions of users is prohibitively expensive. We present ScaleToT, which learns structured reasoning from a small LLM-processed subset and extends it to the broader low-activity user population. To improve reasoning reliability, ScaleToT constructs typed user-state chains with a bounded entropy-guided Tree-of-Thought (ToT) refinement procedure. To make this structured reasoning usable from sparse profiles, the teacher-curated chains are used to train a student model on static profiles through supervised fine-tuning (SFT) and Outcome-Driven Segment-Aware Implicit Reward Policy Optimization (OSIPO). ScaleToT then transfers the student's reasoning representations to a lightweight profile encoder, providing shared reasoning signals for the remaining users without LLM inference. We evaluate ScaleToT on lifetime value (LTV) prediction in a billion-scale advertising deployment. A randomized online A/B test increased LT30 by 6.738%, while offline reasoning covered only 7.32% of the potential population, greatly reducing compute cost compared with full-population reasoning.

Personalizing large language models requires adapting model behavior to individual users while preserving robustness and deployment-scale efficiency. Existing approaches typically personalize LLMs either at the input level, by retrieving user histories or constructing profile prompts, or at the parameter level, by maintaining user-specific parameter-efficient modules. The former makes personalization sensitive to retrieval quality and prompt design, whereas the latter incurs storage and maintenance costs that grow with the user population. To address these limitations, we propose TAP-PER (Temporal Attentive Prefix for PERsonalization), a prefix-based framework that encodes user preferences as learnable representations, avoiding the serialization of user histories into prompts and replacing heavy per-user adapters with lightweight user-state prefix embeddings. Inspired by personalized recommendation systems, TAP-PER decomposes user modeling into user-state and query-conditioned components, and incorporates temporal signals to capture the evolving nature of user interests. Experiments on six LaMP tasks show that TAP-PER consistently outperforms prompt-based and model-based baselines across classification, rating, and generation settings. Moreover, TAP-PER uses 130x fewer per-user parameters than OPPU and roughly half the total parameter footprint of PER-PCS at the 1,000-user scale, demonstrating scalable personalization without prompt-serialized histories or heavy per-user adapters.

User modeling in industrial recommender systems typically produces dense embeddings, which suffer from representational constraints due to fixed-dimensional vectors. As an emerging alternative for discrete user representation, LLM-generated natural-language user profiles often capture language semantics rather than sequential patterns in user behaviors. Meanwhile, Semantic ID (SID) is effective for item representation, yet existing discrete user representations remain largely confined to quantizing already-pooled user vectors, clustering historical watches, or predicting coarse topic clusters solely for candidate retrieval. We propose TokenMinds, an industrial system that extends the PLUM framework from SID-based item retrieval to generative sequential user modeling. Built on an encoder-decoder architecture adapted from pretrained LLMs, TokenMinds introduces a dual-output design: the encoder outputs a dense user embedding capturing a holistic user state, while the decoder generates discrete SID-based user tokens representing multi-faceted future interests. Grounded in item semantics, these tokens preserve distinct interests that a single pooled vector would average away. Additionally, a shared SID vocabulary across long- and short-form videos unifies cross-scenario behaviors into a single model, cutting upstream training and serving compute by 50% and 31%. Furthermore, leveraging the text vocabulary inherited from the pretrained LLM, TokenMinds interleaves textual search queries directly with watch histories to capture explicit user intent. We validate TokenMinds through offline evaluations and live A/B experiments across YouTube's primary ranking surfaces, serving billions of users asynchronously: SID-based user tokens are effective on their own, yield additive gains alongside dense embeddings, and together outperform the previous-generation, non-LLM user model in production.