Generative recommendation has emerged as a promising end-to-end paradigm for personalized recommendation. However, user preferences continuously evolve over time, making self-evolving an essential capability for generative recommender systems. Existing evolving strategies, such as continual retraining and distillation-based adaptation, directly update the shared model parameters using streaming interactions. Nevertheless, we find that directly applying such strategies to generative recommendation introduces a critical issue, termed evolution conflict. Specifically, heterogeneous preference shifts from different users are optimized within a fully shared autoregressive parameter space, causing dominant behavioral patterns to progressively dominate the model evolution process while underrepresented patterns become increasingly overlooked. To address this issue, we propose a self-evolving memory paradigm for generative recommendation, aiming to enable effective evolution across heterogeneous behavioral patterns. We further identify three key principles for effective self-evolving recommendation systems, including isolated memorization, reinforced evolution, and scalable application. Guided by these principles, we develop LION, a simple yet effective framework centered on a sparse Key-Value memory layer. Specifically, LION introduces sparse memory activation to isolate the evolution of different behavioral patterns, while a consolidation loss is designed to reinforce the learning of underrepresented preference dynamics during continual adaptation. Extensive experiments on diverse real-world datasets demonstrate the effectiveness of LION under various continual evolution settings (e.g., per-period evaluation, user/item group evaluation, and evolution convergence analysis). The codes are released at https://github.com/JazyJiang/Self-Evolving-Memory-for-Generative-Recommendation.
Traditional methods for automating recommender system design, such as Neural Architecture Search (NAS), are often constrained by a fixed search space defined by human priors, limiting innovation to pre-defined operators. While recent LLM-driven code evolution frameworks shift fixed search space target to open-ended program spaces, they primarily rely on scalar metrics (e.g., NDCG, Hit Ratio) that fail to provide qualitative insights into model failures or directional guidance for improvement. To address this, we propose Self-EvolveRec, a novel framework that establishes a directional feedback loop by integrating a User Simulator for qualitative critiques and a Model Diagnosis Tool for quantitative internal verification. Furthermore, we introduce a Diagnosis Tool - Model Co-Evolution strategy to ensure that evaluation criteria dynamically adapt as the recommendation architecture evolves. Extensive experiments demonstrate that Self-EvolveRec significantly outperforms state-of-the-art NAS and LLM-driven code evolution baselines in both recommendation performance and user satisfaction. Our code is available at https://github.com/Sein-Kim/self_evolverec.
Generative recommendation (GR) has emerged as a promising direction for recommender systems. Recently, large language models (LLMs) have been increasingly adopted for GR, as their rich pretrained knowledge is expected to help them generalize beyond common user behavior patterns that traditional memorization-oriented baselines can capture. However, existing LLM-based GR works largely ignore LLMs' well-known tendency to memorize, which, if present in LLMs fine-tuned for GR, would restrict their utilization of pretrained knowledge. In this work, we investigate this concern by examining one-hop memorization, where a model recommends items that are direct successors of items in the training data. We show that LLMs do this more than non-LLM-based GR models-in fact, the vast majority of their gains over GR baselines are actually on users whose target items can be predicted through one-hop memorization. We intuit that improving performance on the remaining users requires LLMs to learn richer item-item relations beyond one-hop transitions. To achieve this, we propose IIRG, a novel training strategy that teaches LLMs to capture: (1) collaborative relations derived from item co-occurrences across multiple hops in user sequences, and (2) semantic relations among items with similar themes, both of which can serve as useful recommendation signals. We show that IIRG significantly improves over LLMs trained solely with standard next-item prediction, with especially large gains for users whose test items are not covered by train-time one-hop transitions.
Personalizing Large Language Models typically relies on static retrieval or one-time adaptation, assuming user preferences remain invariant over time. However, real-world interactions are dynamic, where user interests continuously evolve, posing a challenge for models to adapt to preference drift without catastrophic forgetting. Standard continual learning approaches often struggle in this context, as they indiscriminately update on noisy interaction streams, failing to distinguish genuine preference shifts from transient contexts. To address this, we introduce SPRInG, a novel semi-parametric framework designed for effective continual personalization. During training, SPRInG employs drift-driven selective adaptation, which utilizes a likelihood-based scoring function to identify high-novelty interactions, selectively updating the user-specific adapter on drift signals while preserving hard-to-learn residuals in a replay buffer. During inference, we apply strict relevance gating and fuse parametric knowledge with retrieved history via probability interpolation. Experiments on the long-form personalized generation benchmark demonstrate that SPRInG significantly outperforms existing baselines, validating its robustness for real-world continual personalization.