Revisiting Generative vs. Dense Retrieval: A Static Value Prior Reverses the Gap

Recent studies increasingly explore Large Language Models (LLMs) as a new paradigm for recommendation systems due to their scalability and world knowledge. However, existing work has three key limitations: (1) most efforts focus on retrieval and ranking, while the reranking phase, critical for refining final recommendations, is largely overlooked; (2) LLMs are typically used in zero-shot or supervised fine-tuning settings, leaving their reasoning abilities, especially those enhanced through reinforcement learning (RL) and high-quality reasoning data, underexploited; (3) items are commonly represented by non-semantic IDs, creating major scalability challenges in industrial systems with billions of identifiers. To address these gaps, we propose the Generative Reasoning Reranker (GR2), an end-to-end framework with a three-stage training pipeline tailored for reranking. First, a pretrained LLM is mid-trained on semantic IDs encoded from non-semantic IDs via a tokenizer achieving $\ge$99% uniqueness. Next, a stronger larger-scale LLM generates high-quality reasoning traces through carefully designed prompting and rejection sampling, which are used for supervised fine-tuning to impart foundational reasoning skills. Finally, we apply Decoupled Clip and Dynamic sAmpling Policy Optimization (DAPO), enabling scalable RL supervision with verifiable rewards designed specifically for reranking. Experiments on two real-world datasets demonstrate GR2's effectiveness: it surpasses the state-of-the-art OneRec-Think by 2.4% in Recall@5 and 1.3% in NDCG@5. Ablations confirm that advanced reasoning traces yield substantial gains across metrics. We further find that RL reward design is crucial in reranking: LLMs tend to exploit reward hacking by preserving item order, motivating conditional verifiable rewards to mitigate this behavior and optimize reranking performance.

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.

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.