The Vocabulary Is Already Here: Adapting Pretrained Interpretable Features for Generative Recommendation

Personalized recommendation depends on learning semantic and collaborative relations among items from online content and user interactions. Generative recommendation (GR) offers a promising paradigm by autoregressively generating discrete semantic IDs (SIDs) of items. However, randomly initialized SID token embeddings and GR models trained from scratch do not directly inherit the semantic relations inherent in items, while inter-item collaborative relations are learned largely implicitly through token-level attention and next-token supervision. To address this limitation, we propose REGER, a unified framework that explicitly incorporates inter-item relations into semantic pretraining, history encoding, and SID generation. We pretrain the GR model through generative semantic retrieval, enabling it to inherit inter-item semantic similarity by learning to generate semantic neighbors' SIDs. We combine global attention with local attention aligned with SID boundaries to capture historical context and directed transitions between adjacent items. We further develop a theoretical framework for hierarchical preference decomposition over the SID prefix tree, proving an exact factorization of collaborative preference distributions and a weighted decomposition of item-level KL divergence into prefix-conditional KL divergences. Building on this analysis, we distill a discriminative teacher's full conditional distributions over all legal next tokens at ground-truth prefixes along the target SID path, jointly optimizing this objective with cross-entropy. Extensive experiments on real-world datasets demonstrate consistent improvements over existing GR baselines and support the effectiveness of the proposed preference distillation.

Recent advances in generative recommendation (GR) leverage large language models (LLMs) as recommender backbones, enabling LLMs to directly generate recommendations conditioned on item-interaction histories. In these systems, items are often represented through semantic IDs (SIDs) added to the LLM vocabulary as special tokens. Ideally, SIDs imbue item token representations with semantic priors, thereby improving model generalization. However, standard vocabulary expansion typically initializes these tokens as random Gaussian vectors, discarding the SIDs' underlying continuous geometry and forcing the LLM to relearn token relationships from interaction data. To demonstrate the consequences of this design, we first show that training from this initialization tends to organize SID embeddings around item popularity rather than semantics. We further show that, despite partially reducing the reliance on popularity and improving cold item performance, the computationally expensive process of continual pretraining (CPT) fails to reliably recover the original semantic geometry. To address these findings, we propose a simple, parameter-free intervention that initializes SID token embeddings directly from their corresponding centroids in the semantic embedding space. Requiring only a few lines of code and no additional training or inference overhead, this drop-in approach improves pure-SFT Recall@5 by up to 16%, reaches peak performance with up to 40% fewer SFT steps, and improves cold-item Recall@5 by up to 60%. Moreover, on datasets that benefit from additional CPT, centroid initialization reaches comparable performance while requiring half as many CPT epochs. Together, our findings show that preserving SID geometry, beyond shared-prefix structure, provides a simple and effective semantic prior for LLM-based GR.

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.