Generative recommendation (GR) relies on large-beam decoding to generate hundreds of candidate items, creating a new scaling challenge for recurrent linear attention. Existing linear attention serving systems either materialize a full recurrent state for every beam or repeatedly replay shared history, incurring substantial memory and traffic overhead. To address this, we present OneLA, a linear-attention decoding framework that exploits the shared prompt and short divergent suffixes of GR workloads. Specifically, OneLA represents all beam states using a single shared prompt-derived state and compact, append-only records of their divergent transitions. Using this representation, OneLA computes only the state information required at each decoding step, without reconstructing a full recurrent state for every beam. Furthermore, OneLA uses a lightweight ancestry index to track the transition records that make up each beam's history, allowing beams to be updated without moving or copying existing records. A fused GPU kernel further reuses the shared state across beams. Our analysis shows that OneLA achieves 1.54-2.46x end-to-end decode speedups while substantially reducing recurrent-state memory use and data movement.
Recommendation system delivers substantial economic benefits by providing personalized predictions. Generative recommendation (GR) integrates LLMs to enhance the understanding of long user-item sequences. Despite employing attention-based architectures, GR's workload differs markedly from that of LLM serving. GR typically processes long prompt while producing short, fixed-length outputs, yet the computational cost of each decode phase is especially high due to the large beam width. Furthermore, since the beam search involves a vast item space, the sorting overhead becomes particularly time-consuming. We propose xGR, a GR-oriented serving system that meets strict low-latency requirements under high-concurrency scenarios. First, xGR unifies the processing of prefill and decode phases through staged computation and separated KV cache. Second, xGR enables early sorting termination and mask-based item filtering with data structure reuse. Third, xGR reconstructs the overall pipeline to exploit multi-level overlap and multi-stream parallelism. The experiments on real-world datasets demonstrate that xGR achieves at least 2.89x throughput compared to the state-of-the-art baseline under strict latency constraints.
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.
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.