OneReason Technical Report

Generative recommendation models that formulate the task as sequence generation overcome the objective fragmentation problem of traditional cascade architectures, yet existing approaches still suffer from flat semantic representations lacking hierarchical structure for multi-step reasoning and an externally constructed chain-of-thought (CoT) that requires expensive annotations and remains disconnected from the generation objective. We propose HoloRec, an endogenous chain-of-thought recommendation mechanism that unifies representation, reasoning, and generation by constructing a hierarchical semantic encoding matrix via multi-granularity nested residual quantization optimized by a holistic reconstruction loss. HoloRec supports two inference modes: a non-thinking mode that uses lightweight multi-granularity supervised alignment for fast prediction, and a thinking mode that employs an interleaved reasoning scheme to generate CoT steps on the fly, directly embedding reasoning into the generation process without external data. Experiments on multiple public recommendation datasets demonstrate that HoloRec consistently outperforms baselines, with especially significant gains in sparse scenarios, and the thinking mode achieves better accuracy than the non-thinking mode with only modest inference overhead.

Large language models (LLMs) have demonstrated strong reasoning capabilities, motivating their adoption as backbones for foundation recommendation models (FRMs). Existing approaches typically enhance recommendation with explicit Chain-of-Thought (CoT) under the Think-then-Answer paradigm. However, generating lengthy rationales introduces substantial inference overhead, while fixed CoT templates struggle to model diverse, dynamic, and context-dependent user interests. We propose WhisperRec, an efficient latent reasoning framework for FRMs. WhisperRec compresses teacher-generated CoT into learnable latent reasoning tokens, enabling a Latent-Reason-then-Answer paradigm that performs reasoning in latent space without producing verbose rationales. This design retains decision-relevant reasoning information while avoiding the latency bottleneck of autoregressive rationale generation. Specifically, it first introduces Multi-View Adaptive CoT (MV-ACoT) to construct diverse, high-quality supervision from complementary perspectives on user interests. MV-ACoT also adapts reasoning complexity to each instance, applying lightweight analysis to clear cases and targeted multi-factor reasoning to challenging ones. Building on a pre-trained FRM, WhisperRec then employs a three-stage Latent Reasoning Alignment procedure to progressively internalize teacher CoT into latent representations. Finally, curriculum-based post-training activates latent-token reasoning for downstream recommendation while preserving standard recommendation capability. Experiments on an industrial-scale Kuaishou dataset and the public Kuaishou LLM-Rec benchmark show that WhisperRec consistently outperforms explicit-CoT methods and conventional baselines. Compared with explicit CoT Think and No-Think variants, WhisperRec improves SID@64 by 17.44% and 9.33%, respectively, and achieves over 10x higher online inference throughput.

Large Language Models (LLMs) are increasingly adopted as backbones for Generative Recommendation (GR), promising access to pretrained world knowledge. Yet reliably invoking this knowledge for GR remains poorly understood. A key obstacle is that LLM-based GR typically represents items with Semantic IDs (SIDs), disrupting LLMs' natural-language reasoning interface because these tokens are unseen by the LLM during pretraining. Existing approaches address this with expensive multi-stage pipelines that ground SIDs and elicit explicit rationales, but offer limited insight into when and why each stage is necessary. In this work, we systematically decompose explicit reasoning training pipelines for LLM-based GR, revealing three key limitations: weakened world-knowledge verbalization, misalignment between SID and natural-language token embedding spaces, and sensitivity to rationale quality, all of which hurt explicit reasoning performance. To circumvent these issues, we propose PauseRec, a lightweight implicit reasoning paradigm tailored for GR. PauseRec is exceptionally practical, avoiding costly reasoning trace acquisition and reasoning alignment training, leading to a multitude of benefits: (1) it outperforms standard explicit CoT methods by up to 6.22%, (2) it reduces training cost by up to 65% GPU hours, and (3) it speeds up inference by up to 71.3%. These results position PauseRec as a lightweight alternative to explicit rationale generation, enabling more effective and efficient LLM-based GR.