Can Large Language Models Identify Meaningful Touchpoints in Conversion Attribution?

Query-product relevance prediction is fundamental to e-commerce search and has become even more critical in the era of AI-powered shopping, where semantic understanding and complex reasoning directly shape the user experience and business conversion. Large Language Models (LLMs) enable generative, reasoning-based approaches, typically aligned via supervised fine-tuning (SFT) or preference optimization methods like Direct Preference Optimization (DPO). However, the increasing complexity of business rules and user queries exposes the inability of existing methods to endow models with robust reasoning capacity for long-tail and challenging cases. Efforts to address this via reinforcement learning strategies like Group Relative Policy Optimization (GRPO) often suffer from sparse terminal rewards, offering insufficient guidance for multi-step reasoning and slowing convergence. To address these challenges, we propose TaoSR-AGRL, an Adaptive Guided Reinforcement Learning framework for LLM-based relevance prediction in Taobao Search Relevance. TaoSR-AGRL introduces two key innovations: (1) Rule-aware Reward Shaping, which decomposes the final relevance judgment into dense, structured rewards aligned with domain-specific relevance criteria; and (2) Adaptive Guided Replay, which identifies low-accuracy rollouts during training and injects targeted ground-truth guidance to steer the policy away from stagnant, rule-violating reasoning patterns toward compliant trajectories. TaoSR-AGRL was evaluated on large-scale real-world datasets and through online side-by-side human evaluations on Taobao Search. It consistently outperforms DPO and standard GRPO baselines in offline experiments, improving relevance accuracy, rule adherence, and training stability. The model trained with TaoSR-AGRL has been successfully deployed in the main search scenario on Taobao, serving hundreds of millions of users.

The generative nature of Large Language Models (LLMs) is reflected in the conditional probabilities they compute to sample each response token given the previous tokens. These probabilities encode the distributional structure that the model learns in training and exploits in inference. In this work, we use these probabilities to situate LLMs within the mathematical theory of stochastic processes. We use this framework to design a model-agnostic probabilistic token attribution measure, using Bayes rule to invert the next-token log-probabilities so as to capture the models internal representation of the distribution over token sequences. The representation is independent of the models computational structure. This representation yields the conditional probability of the response given the prompt, and of the response given the prompt with a token marginalized away. Our attribution score is the log of the ratio of these probabilities. We further compute the entropies of a single prompts token distributions, conditioned on the remaining context. The interplay between entropy and attribution score sheds light on LLM behavior. We evaluate 8 models across 7 prompts and investigate anomalies, token sensitivity, response stability, model stability, and training convergence, thereby improving interpretability and guiding users to focus on uncertain or unstable parts of the generation.

Conversational Recommender Systems (CRS) powered by Large Language Models (LLMs) enable users to articulate explicit and dynamic preferences, overcoming the limitations of fixed templates. However, despite their superior semantic proficiency, LLMs have not yet achieved corresponding improvements in recommendation accuracy. This discrepancy arises from a fundamental representation gap: while LLMs operate within a semantic space, they lack the behavioral grounding needed to encode user behavioral patterns, such as item co-occurrences, which are crucial for accurate recommendations. To address this, we propose a model-agnostic Variational EM Framework for Bridging Semantics and Behavior in LLM-based Conversational Recommendation (LatentCRS). Based on the observation that dialogue and interactions reflect the same latent intent, LatentCRS uses a variational expectation-maximization (EM) procedure, where user intent connects semantic representations with behavioral patterns. Extensive experiments on real-world datasets demonstrate that LatentCRS effectively bridges the representation gap and outperforms baselines.