Generative Retrieval (GR) offers a promising paradigm for recommendation through next-token prediction (NTP). However, scaling it to large-scale industrial systems introduces three challenges: (i) within a single request, the identical model inputs may produce inconsistent outputs due to the pagination request mechanism; (ii) the prohibitive cost of encoding long user behavior sequences with multi-token item representations based on semantic IDs, and (iii) aligning the generative policy with nuanced user preference signals. We present GenRec, a preference-oriented generative framework deployed on the JD App that addresses above challenges within a single decoder-only architecture. For training objective, we propose Page-wise NTP task, which supervises over an entire interaction page rather than each interacted item individually, providing denser gradient signal and resolving the one-to-many ambiguity of point-wise training. On the prefilling side, an asymmetric linear Token Merger compresses multi-token Semantic IDs in the prompt while preserving full-resolution decoding, reducing input length by ~2X with negligible accuracy loss. To further align outputs with user satisfaction, we introduce GRPO-SR, a reinforcement learning method that pairs Group Relative Policy Optimization with NLL regularization for training stability, and employs Hybrid Rewards combining a dense reward model with a relevance gate to mitigate reward hacking. In month-long online A/B tests serving production traffic, GenRec achieves 9.5% improvement in click count and 8.7% in transaction count over the existing pipeline.
Generative recommendation (GR) relies on large-beam decoding to generate hundreds of candidate items, creating a new scaling challenge for recurrent linear attention. Existing linear attention serving systems either materialize a full recurrent state for every beam or repeatedly replay shared history, incurring substantial memory and traffic overhead. To address this, we present OneLA, a linear-attention decoding framework that exploits the shared prompt and short divergent suffixes of GR workloads. Specifically, OneLA represents all beam states using a single shared prompt-derived state and compact, append-only records of their divergent transitions. Using this representation, OneLA computes only the state information required at each decoding step, without reconstructing a full recurrent state for every beam. Furthermore, OneLA uses a lightweight ancestry index to track the transition records that make up each beam's history, allowing beams to be updated without moving or copying existing records. A fused GPU kernel further reuses the shared state across beams. Our analysis shows that OneLA achieves 1.54-2.46x end-to-end decode speedups while substantially reducing recurrent-state memory use and data movement.
Semantic-ID generative recommenders represent each item as a short sequence of discrete semantic tokens and predict the next item by autoregressively generating this token sequence. This paradigm enables a unified generation interface for item IDs, histories, and item text, but it also creates a structured optimization bottleneck during reward-based post-training: when an early semantic token enters the wrong branch of the item-token space, finite rollout groups rarely reach the ground-truth item, so group-relative optimization receives identical zero rewards and produces no useful advantage. We propose Hint-Conditioned Generative Recommendation (HCGRec), a semantic-ID generative recommendation framework that recovers learning signal for such hard training instances. HCGRec diagnoses each instance with checkpoint rollouts and supplies a minimal target-prefix hint only when the current generator cannot reach the correct item. The model then generates the unhinted suffix under the hinted semantic branch, turning zero-reward groups into informative comparisons over item-token completions. Hinting also changes token identity: hinted prefix tokens are oracle-provided item context, while unhinted suffix tokens are sampled generation actions. We therefore introduce hint-aware credit decomposition, using supervised learning to preserve item-semantic and prefix-structure alignment for hinted tokens and GRPO to optimize the sampled suffix. Experiments on sequential recommendation benchmarks show that HCGRec substantially improves over supervised fine-tuning and vanilla reward-based post-training, while reducing zero-advantage training samples from over 70% to below 20%. The code is accessible at https://github.com/WncFht/GRec.
In web environments, user preferences are often refined progressively as users move from browsing broad categories to exploring specific items. However, existing generative recommenders overlook this natural refinement process. Generative recommendation formulates next-item prediction as autoregressive generation over tokenized user histories, where each item is represented as a sequence of discrete tokens. Prior models typically fuse heterogeneous attributes such as ID, category, title, and description into a single embedding before quantization, which flattens the inherent semantic hierarchy of items and fails to capture the gradual evolution of user intent during web interactions. To address this limitation, we propose CoFiRec, a novel generative recommendation framework that explicitly incorporates the Coarse-to-Fine nature of item semantics into the tokenization process. Instead of compressing all attributes into a single latent space, CoFiRec decomposes item information into multiple semantic levels, ranging from high-level categories to detailed descriptions and collaborative filtering signals. Based on this design, we introduce the CoFiRec Tokenizer, which tokenizes each level independently while preserving structural order. During autoregressive decoding, the language model is instructed to generate item tokens from coarse to fine, progressively modeling user intent from general interests to specific item-level interests. Experiments across multiple public benchmarks and backbones demonstrate that CoFiRec outperforms existing methods, offering a new perspective for generative recommendation. Theoretically, we prove that structured tokenization leads to lower dissimilarity between generated and ground truth items, supporting its effectiveness in generative recommendation. Our code is available at https://github.com/YennNing/CoFiRec.