Improving Item Discoverability in e-Commerce Search via Related Intent Generation

Generative retrieval offers a promising alternative by unifying the fragmented multi-stage retrieval process into a single end-to-end model. However, its practical adoption in industrial e-commerce search remains challenging, given the massive and dynamic product catalogs, strict latency requirements, and the need to align retrieval with downstream ranking goals. In this work, we propose a retrieval framework tailored for real-world recall scenarios, positioning generative retrieval as a recall-stage supplement rather than an end-to-end replacement. Our method, CQ-SID (Category-and-Query constrained Semantic ID), employs category-aware and query-item contrastive learning along with Residual Quantized VAEs to encode items into hierarchical semantic cluster identifiers, significantly reducing beam search complexity. Additionally, we develop EG-GRPO (Expert-Guided Group Relative Policy Optimization), a reinforcement learning approach that aligns generative recall with downstream ranking under sparse rewards by injecting ground-truth samples to stabilize training. Offline experiments on TmallAPP search logs show that CQ-SID achieves up to 26.76% and 11.11% relative gains in semantic and personalized click hitrate over RQ-VAE baselines, while halving beam search size. EG-GRPO further improves multi-objective performance. Online A/B tests confirm gains in GMV (+1.15%) and UCTCVR (+0.40%). The generative recall channel now contributes substantially in production, accounting for over 50.25% of exposures, 58.96% of clicks, and 72.63% of purchases, demonstrating a viable path for deploying generative retrieval in real-world e-commerce systems.

E-commerce search requires distinguishing products that are merely related to a query from those that directly satisfy the user's shopping intent. We augment query-product pairs with structured LLM-generated query and product attributes and human-validated relevance, explanations, and centrality judgments, and evaluate these signals using a simple dual-encoder retriever and MLP re-ranker. On an augmented subset of ESCI, a human-feature oracle reaches $0.9382$ nDCG@10, while a human-free trained $Q+P$ configuration reaches $0.9258$. Synthetic approximations of the human signals reach $0.9150$ overall but provide substantial gains for difficult, low-performing queries. Ablations show that most of the oracle improvement comes from post-edited explanations and annotator comments rather than the scalar centrality feature, suggesting that LLMs are most useful for exposing and approximating structured semantic supervision rather than replacing human judgment directly.

Semantic retrieval in e-commerce must handle short, noisy, and colloquial queries over large product catalogs with fine-grained attribute distinctions. We present a Siamese LLM dual-encoder trained through a two-stage pipeline: contrastive learning with a false-negative margin mask to prevent penalization of near-duplicate products, followed by Relative Odds Alignment for Retrieval (ROAR), a preference optimization objective that extends Bradley-Terry to variable-sized graded relevance groups via consecutive odds-ratio margins. The training corpus mirrors this progression - substitute query-product pairs provide coarse semantic supervision in Stage 1 and graded relevance annotations drive fine-grained ranking in Stage 2. The resulting system accurately retrieves exact matches while correctly ordering substitutes and complementary products, with gains confirmed across query-frequency strata and business verticals, and statistical significance validated through live A/B deployment at scale.