Time-Aware Diffusion based on Preference Disentanglement for Generative Recommendation
Authors: Bangguo Zhu, Peng Huo, Yuanbo Zhao, Zhicheng Du, Jun Yin, Senzhang Wang
Organizations: Central South University Changsha, China · National Super Computing Center Tianjin, China · Renmin University of China Beijing, China · Hong Kong Polytechnic University Hong Kong, China
Recently, Generative Recommenders (GRs) have emerged as a transformative recommendation paradigm by replacing traditional item IDs with semantic indices (SIDs). Owing to the exceptional generative capabilities of diffusion models, a few pioneering works explore developing GRs with diffusion architectures as the backbone. However, a fatal limitation of existing diffusion-based GRs is that the diffusion process applies uniformly to all items within the historical interactions. In contrast, the user preference is shaped by multifaceted time-evolving factors and thus exhibits a non-stationary distribution in the temporal aspect. To bridge this gap, this study proposes a novel GR framework, named TDPM, by designing the time-aware diffusion on SID tokens. Specifically, TDPM explicitly integrates the impact of time-evolving user preferences into the diffusion process. In detail, the user preference is disentangled into (i) the period preference, which remains consistent over a long time-span, and (ii) the point preference, which is triggered by recent focal events. Extensive experiments on three public real-world datasets demonstrate the significant superiority of TDPM over the state-of-the-art baselines. TDPM achieves average improvements of up to 29.21% and 25.45% in terms of HR@20 and NDCG@20, respectively. The ablation study further underscores the necessity of time-aware token diffusion in diffusion-based GRs.
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.
Semantic IDs are crucial in generative recommendation, but with a fundamental limitation: temporal information is not well incorporated into semantic IDs. Instead, time influences recommendation only implicitly (e.g., through session construction heuristics, preference alignment, or sequence order), while existing semantic ID learning remains entirely time-agnostic. This design conflates interactions occurring under distinct temporal contexts into identical semantic representations, implicitly assuming that item semantics and user intent are temporally stationary. Such an assumption is misaligned with real-world recommendation scenarios, where evolving interaction rhythms play a central role. In this work, we investigate where and how the explicit time should be incorporated into semantic ID for generative recommendation. First, we systematically characterize the design space along three orthogonal dimensions of temporal signals and present a unified framework, ChronoID, for time-aware semantic ID learning. Then, by contributing a new time-explicit generation recommendation benchmark, ChronoID answers the questions: what is the effective way of infusing time, how to design the architecture, and where does the gain come from.
Semantic ID-based generative recommendation tokenizes each item into a sequence of discrete semantic IDs and predicts the next item by generating semantic IDs. However, existing methods typically regard SIDs as independent discrete symbols, while often overlooking the topology of the learned semantic ID space. We identify a structural mismatch between tokenization and generation: the tokenizer learns a structured code space with semantic neighborhood relations, whereas the generator consumes semantic ID tokens as independent categorical symbols. Consequently, item relatedness is reduced to exact semantic ID overlap, making it difficult to identify semantically similar items whose semantic IDs do not overlap. To address this issue, we propose TopoGR, a topology-preserving generative recommendation framework based on Bit-decomposable Semantic ID(Binary SID). Each Binary SID is learned in a bit-decomposable form and can be deterministically converted to a standard integer SID, while exposing an explicit Hamming geometry. TopoGR exploits this topology at three stages: binary SID features preserve Hamming proximity at the input layer; Hamming soft targets inject topology-aware supervision; and Hamming-consistent reranking aligns candidate items with the predicted binary prototype during inference. We further verify that the Hamming topology can capture item relatedness beyond exact SID matching. Experiments on four benchmark datasets show that TopoGR consistently outperforms existing state-of-the-art baselines in recommendation performance.