CogSearch: A Cognitive-Aligned Multi-Agent Framework for Proactive Decision Support in E-Commerce Search

Modern e-commerce search is evolving to resolve complex user intents. While Large Language Models (LLMs) offer strong reasoning, existing LLM-based paradigms face a fundamental blindness-latency dilemma: query rewriting is agnostic to retrieval capabilities and real-time inventory, yielding invalid plans; conversely, deep search agents rely on iterative tool calls and reflection, incurring seconds of latency incompatible with industrial sub-second budgets. To resolve this conflict, we propose Environment-Aware Search Planning (EASP), reformulating search planning as a dynamic reasoning process grounded in environmental reality. EASP introduces a Probe-then-Plan mechanism: a lightweight Retrieval Probe exposes the retrieval snapshot, enabling the Planner to diagnose execution gaps and generate grounded search plans. The methodology comprises three stages: (1) Offline Data Synthesis: A Teacher Agent synthesizes diverse, execution-validated plans by diagnosing the probed environment. (2) Planner Training and Alignment: The Planner is initialized via Supervised Fine-Tuning (SFT) to internalize diagnostic capabilities, then aligned with business outcomes (conversion rate) via Reinforcement Learning (RL). (3) Adaptive Online Serving: A complexity-aware routing mechanism selectively activates planning for complex queries, ensuring optimal resource allocation. Extensive offline evaluations and online A/B testing on JD.com demonstrate that EASP significantly improves relevant recall and achieves substantial lifts in UCVR and GMV. EASP has been successfully deployed in JD.com's AI-Search system.

Query recommendation in e-commerce search aims to proactively suggest queries that match users' potential interests. However, existing methods mainly optimize query-level relevance, while neglecting whether the retrieved products align with users' downstream preferences. This mismatch often leads to high query click through rates (CTR) but low product conversion rates (CVR). To bridge this gap, we propose QueryAgent-R1, a memory-augmented agentic framework that improves end-to-end alignment via chain-of-retrieval optimization. Our QueryAgent-R1 grounds query generation in real inventory retrieval, allowing the agent to validate and refine queries based on retrieved products. We also design a consistency reward in the agentic reinforcement learning (RL) process to jointly optimize query relevance and downstream engagement. In addition, we construct a memory abstraction module for efficient user profiling. To support offline evaluation, we construct two datasets based on both proprietary industrial data and public datasets, on which QueryAgent-R1 consistently outperforms strong baselines. Moreover, on a large scale production platform, QueryAgent-R1 improves Query CTR by 2.9% and guided CVR by 3.1% in online A/B tests.

Generative Retrieval (GR) has emerged as a promising paradigm for modern search systems. Compared to multi-stage cascaded architecture, it offers advantages such as end-to-end joint optimization and high computational efficiency. OneSearch, as a representative industrial-scale deployed generative search framework, has brought significant commercial and operational benefits. However, its inadequate understanding of complex queries, inefficient exploitation of latent user intents, and overfitting to narrow historical preferences have limited its further performance improvement. To address these challenges, we propose OneSearch-V2, a latent reasoning enhanced self-distillation generative search framework. It contains three key innovations: (1) a thought-augmented complex query understanding module, which enables deep query understanding and overcomes the shallow semantic matching limitations of direct inference; (2) a reasoning-internalized self-distillation training pipeline, which uncovers users' potential yet precise e-commerce intentions beyond log-fitting through implicit in-context learning; (3) a behavior preference alignment optimization system, which mitigates reward hacking arising from the single conversion metric, and addresses personal preference via direct user feedback. Extensive offline evaluations demonstrate OneSearch-V2's strong query recognition and user profiling capabilities. Online A/B tests further validate its business effectiveness, yielding +3.98% item CTR, +2.07% buyer volume, and +2.11% order volume. Manual evaluation further confirms gains in search experience quality, with +1.37% in page good rate and +1.65% in query-item relevance. More importantly, OneSearch-V2 effectively mitigates common search system issues such as information bubbles and long-tail sparsity, without incurring additional inference costs or serving latency.