EASformer: Environment-Action-State Alignment for Industrial Generative Ranking

Scaling Transformers has driven large gains in language modeling, but transplanting this to behavior-sequence modeling in production ranking is challenging: recommendation differs in signal quality, where behavior sequences are noisy, temporally irregular, and sparsely supervised, and in computation asymmetry, where each request scores many candidates against one shared user history under tight latency budgets. We propose ReST, a recommendation-native Transformer scaling framework. For signal quality, it introduces a sequence encoder with dual-gated attention, rotary positional and temporal embedding, stabilized residual normalization, and training-only auxiliary objectives. For computation asymmetry, it factorizes ranking into a heavy reusable encoder and a lightweight cross decoder with projection-free KV attention and token-specific parameterization, coupling user-level shared-prefix training with shared-prefix serving for compute-once, decode-many-times ranking. Across industrial and public benchmarks, ReST achieves higher accuracy and scales more consistently along sequence length, depth, and width, where LLM-style Transformer blocks saturate. A one-week online A/B test on a production advertising platform improves online AUC by 1.31% and lifts a core revenue metric by 11.93% within a 50 ms P99 budget; ReST has since been fully deployed in production, showing that behavior-sequence scaling remains a promising, under-exploited axis for production ranking.

Generative Recommender Systems (GR) increasingly model user behavior as a sequence generation task by interleaving item and action tokens. While effective, this formulation introduces significant structural and computational inefficiencies: it doubles sequence length, incurs quadratic overhead, and relies on implicit attention to recover the causal relationship between an item and its associated action. Furthermore, interleaving heterogeneous tokens forces the Transformer to disentangle semantically incompatible signals, leading to increased attention noise and reduced representation efficiency.In this work, we propose a principled reformulation of generative recommendation that aligns sequence modeling with underlying causal structures and attention theory. We demonstrate that current interleaving mechanisms act as inefficient proxies for similarity-weighted action pooling. To address this, we introduce two novel architectures that eliminate interleaved dependencies to reduce sequence complexity by 50%: Attention-based Late Fusion for Actions (AttnLFA) and Attention-based Mixed Value Pooling (AttnMVP). These models explicitly encode the $i_n \rightarrow a_n$ causal dependency while preserving the expressive power of Transformer-based sequence modeling.We evaluate our framework on large-scale product recommendation data from a major social network. Experimental results show that AttnLFA and AttnMVP consistently outperform interleaved baselines, achieving evaluation loss improvements of 0.29% and 0.80%, and significant gains in Normalized Entropy (NE). Crucially, these performance gains are accompanied by training time reductions of 23% and 12%, respectively. Our findings suggest that explicitly modeling item-action causality provides a superior design paradigm for scalable and efficient generative ranking.

Generative recommendation is an emerging paradigm that has shown promise in industrial recommendation systems, aiming to predict users' next interactions from their historical behaviors. At the core of generative recommendation lies item tokenization, which bridges item semantics and recommendation models. However, existing methods often struggle to effectively organize and inject complex user-behavioral and item-semantic contexts into recommendation models simultaneously. On the one hand, existing graph-based integration methods, such as graph serialization and graph neural networks, either suffer from scalability issues or exploit only local graph information. On the other hand, existing semantic tokenization methods typically rely on heuristics and lack explicit supervision signals, which may lead to inaccurate or suboptimal semantic representations. To address these limitations in user interest context modeling, we propose G2Rec, a scalable framework that unifies holistic graph-based user co-engagement modeling with semantic tokenization for industrial-scale generative recommendation. Overall, G2Rec enables recommendation models to capture holistic and semantically grounded user interest prototypes without requiring ground-truth user interests, thereby providing more comprehensive and accurate modeling of user behavior contexts in industrial sequential recommendation. Online deployment across product surfaces and extensive experiments on public datasets demonstrate the superiority of G2Rec over existing methods.