Normative Alignment of Recommender Systems via Internal Label Shift

Traditional offline recommendation evaluation relies heavily on complex, manually maintained feature pipelines that are difficult to scale. While Large Language Models (LLMs) offer a promising alternative by predicting user engagement directly from raw text logs, empirical analysis in this study identifies a critical failure mode termed bidirectional rationalization. In a zero-shot setting, LLMs are found to convincingly argue for both positive and negative user engagement outcomes on the exact same item with identical evidence, highlighting the unreliability of off-the-shelf LLMs in predicting user engagement. To resolve this, we develop and apply a sequential behavioral alignment framework pairing fine-tuning with preference optimization over paired correct and counterfactual rationales. Evaluated on real-world homepage interaction logs, this aligned reasoning approach achieves a 32.19% lift in Macro-F1 score over the zero-shot baseline and matches the production feature-engineered baseline. The results demonstrate that behavioral alignment mitigates bidirectional rationalization while delivering human-interpretable reasoning traces without manual pipeline overhead.

Fairness audits for LLM-based recommenders have largely focused on observable outputs, implicitly assuming that stable recommendations reflect stable internal processing. We challenge this assumption with FairGap, the first benchmark to jointly evaluate recommendation fairness at two levels: observable output shift (OBS) and hidden representation shift (IBS), measured through controlled counterfactual identity probes across gender, age, and race. Their relationship is summarized via Representation-Output Alignment (ROA), with quadrant diagnostics for identifying user-level hidden-output mismatch. Applied to six open-weight LLM families across three domains, FairGap reveals pervasive hidden-output decoupling: ROA rarely exceeds 0.22, and a non-negligible user population shows stable outputs despite substantial internal shifts, a mode that output-only audits cannot detect by design. Further, activation steering that reduces IBS by up to 8x simultaneously worsens OBS, demonstrating a fundamental tension between internal and output-level fairness that existing frameworks are unequipped to diagnose.

Recommender systems trained on user interaction data are susceptible to behavioral intensity imbalance--a systematic distortion arising from heterogeneous engagement patterns across users. This imbalance skews feedback signals such that observed interactions no longer faithfully reflect true preferences, causing models to disproportionately amplify signals from highly active users while underrepresenting others, which ultimately degrades recommendation quality and robustness at scale. To address this issue, we propose a nonparametric contrastive percentile approximation framework, PEARL, that models relative preference signals instead of absolute engagement magnitudes. Building upon relative advantage debiasing, PEARL leverages real contrastive interaction samples to approximate percentile relationships directly, without relying on auxiliary distribution estimation models. We provide theoretical justification demonstrating that such pairwise comparisons yield unbiased estimates of percentile-based preference signals. For broader applicability, we introduce a prediction-based bootstrapping mechanism for percentile smoothing to handle sparse and discrete feedback, alongside a generalized value-weighted formulation and a co-training strategy to enhance both modeling flexibility and representation learning. Extensive offline experiments demonstrate that PEARL effectively mitigates behavioral bias and consistently improves recommendation performance across multiple ranking targets. Deployed in a production livestream platform with a combined user base of billions, online A/B testing confirms substantial real-world gains: +2.10% Watch Duration, +0.80% Consumption Amount, +1.49% Interaction Rate, and -6.91% Report Rate.