Recommendation Architecture

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.

In industrial recommendation feeds, presenting a static headline for an item often fails to satisfy the diverse, multimodal interests of the user population, particularly suppressing the needs of long-tail audiences. While Large Language Models (LLMs) have been integrated into recommendation for content understanding or ranking, directly optimizing them to output a single best headline typically leads to mode collapse---converging to generic patterns that satisfy average tastes but miss specific latent intents. To bridge this gap, we introduce GESE (Generate to Explore, Select to Exploit), a framework operating at the system's presentation layer that decouples personalization into generative exploration and selective exploitation. First, we treat the LLM as a probabilistic explorer, utilizing Group Sequence Policy Optimization (GSPO) with a hierarchical reward mechanism to generate a candidate set that maximizes the semantic coverage of potential user interests. Subsequently, a lightweight, real-time feedback-aware selector acts as the exploiter, identifying the optimal realization from the candidate pool based on instant contextual signals. Extensive deployment on a commercial platform with over 100 million daily active users demonstrates that GESE significantly outperforms state-of-the-art baselines, achieving a 2.57% lift in CTR and 0.87% in dwell time. These results validate that decoupling diversity-oriented generation from precision-oriented selection offers a robust blueprint for aligning generative AI with dynamic user utility.

The success of generative retrieval has largely been attributed to the use of Semantic IDs, which improve over arbitrary item-level identifiers such as hashes by capturing the semantics of items. The main challenges faced when constructing Semantic IDs, however, is in mapping each identifier to a unique product and capturing information valuable to downstream tasks. Past works have appended additional codewords to de-duplicate item identifiers and utilized residual quantization to create hierarchical clusters. In this work, we present an algorithm for generating Semantic IDs that ensure the identifiers are both unique and preserve the structure of the original embedding. Key to our work is the use of bottom-up clustering to preserve local structure in the embedding space, improving the clustering quality of the resulting Semantic IDs and their utility for downstream generative retrieval.

Semantic ID (SID) generative recommendation predicts the next item by generating a short tuple of discrete tokens. Recent masked-diffusion methods improve this process through bidirectional context and flexible decoding, yet recommendation ultimately requires selecting among complete catalog items. At each denoising step, a partial SID can correspond to multiple feasible items, while existing methods primarily reason through position-wise token predictions. We propose Explicit Posterior Item Conditioning (EPIC), which introduces explicit item-level competition into SID denoising. EPIC constructs a personalized posterior over feasible candidate items using the current generation context and the user's recent interactions, then projects this distribution back to unresolved SID positions to guide subsequent token decisions. The pretrained backbone remains frozen and requires no additional decoder forward pass. Experiments on four Amazon benchmarks show consistent improvements over strong baselines, while diagnostic analyses indicate that the gains primarily arise from personalized transition evidence that preserves promising item hypotheses during denoising.

Generative Retrieval (GR) has emerged as a promising paradigm by mapping queries directly to Semantic IDs (SIDs) with powerful representation capabilities for candidate items. However, existing SIDs derived solely from item content create a semantic gap, failing to align dynamic query intents with static item representations. Furthermore, current generative paradigms rarely model user behavior sequences and are always bottlenecked by the high inference latency of beam-search autoregressive decoding. To address these challenges, we propose $\textbf{C}$ross-component $\textbf{H}$ierarchical semantic $\textbf{A}$lignment for $\textbf{P}$ersonalized generative retrieval ($\textbf{CHAP}$), a novel personalized GR framework from a hierarchical perspective. First, we design a Hierarchical Semantic Alignment module to align query's latent space with item's quantization path and synchronize multi-granular semantics. Second, we construct a personalized GR framework that models user behavior by synergizing discrete SIDs for structural guidance and continuous representations for fine-grained semantic refinement. Notably, we introduce a Residual Cascading Generation mechanism to restrict the costly multi-step Transformer Decoder to a single-pass inference, boosting inference throughput while mitigating information loss. Extensive experiments on three public datasets, one proprietary industrial dataset, and online A/B tests demonstrate CHAP's superiority, validating the effectiveness and practical value of our approach. The code is publicly available at https://github.com/zzzgm/CHAP.

Large language models (LLMs) exhibit strong semantic reasoning and open-ended generation abilities, but aligning these abilities with structured sequential generation remains challenging. This challenge is particularly evident in out-of-town (OOT) POI sequence generation, where a model must infer transferable travel intent from a user's hometown behaviors, adapt to cross-city interest drift, and generate a coherent destination trajectory under structural constraints. Existing approaches either rely on latent ID-based transfer with limited interpretability or directly use LLMs for sequence generation without explicitly grounding inferred semantics into position-aware predictions. To address this gap, we propose SemPOI-RL, a framework that aligns LLM semantic reasoning with structured sequence generation for interpretable OOT recommendation. Specifically, we first fine-tune an LLM to infer destination-oriented travel styles from users' hometown trajectories, using natural language as an interpretable semantic intermediate. We then introduce a Semantic POI Alignment Module (SPAM) to ground these inferred styles into a style-conditioned masked autoencoder for position-aware trajectory generation. Finally, we apply reinforcement learning with recommendation-oriented rewards to align LLM-generated styles with downstream sequence quality. Experiments on two real-world datasets show that SemPOI-RL consistently outperforms both traditional recommenders and direct LLM baselines, while providing interpretable style attribution across different phases of a trip. The code is available at https://github.com/Wind-Flipped/SemPOI-RL .

Semantic ID (SID)-based generative recommendation has recently achieved remarkable success. However, existing methods suffer from a previously overlooked fairness issue, which we term \textbf{Token Frequency Bias}, where high-frequency SID tokens are systematically over-predicted while low-frequency SID tokens are under-predicted. This bias originates from the combined effects of imbalanced semantic codebooks during SID construction, and popularity bias together with the maximum likelihood estimation objective during recommendation training, resulting in unfair exposure across item categories. Existing SID methods mainly focus on improving codebook quality and overlook the impact of token frequency imbalance on downstream recommendation fairness, while LLM debiasing methods often yield suboptimal results when directly applied to SID-based recommendation, due to the hierarchical semantics of SID tokens. To address this issue, we propose \textbf{FSGR}, a fairness optimization framework for SID-based generative recommendation. During SID construction, FSGR employs OT-based Assignment Optimization and Dual-Criteria Re-anchor mechanism to form a more balanced SID representation space. During recommendation training, it adopts a two-stage training strategy and introduces Hierarchical Frequency Calibration for layer-specific fairness fine-tuning. Experiments on three public datasets with three backbone models demonstrate that FSGR mitigates token frequency bias and delivers an average Gini fairness improvement of over 20% while maintaining competitive recommendation accuracy.

Semantic-ID generative recommenders represent each item as a short sequence of discrete semantic tokens and predict the next item by autoregressively generating this token sequence. This paradigm enables a unified generation interface for item IDs, histories, and item text, but it also creates a structured optimization bottleneck during reward-based post-training: when an early semantic token enters the wrong branch of the item-token space, finite rollout groups rarely reach the ground-truth item, so group-relative optimization receives identical zero rewards and produces no useful advantage. We propose Hint-Conditioned Generative Recommendation (HCGRec), a semantic-ID generative recommendation framework that recovers learning signal for such hard training instances. HCGRec diagnoses each instance with checkpoint rollouts and supplies a minimal target-prefix hint only when the current generator cannot reach the correct item. The model then generates the unhinted suffix under the hinted semantic branch, turning zero-reward groups into informative comparisons over item-token completions. Hinting also changes token identity: hinted prefix tokens are oracle-provided item context, while unhinted suffix tokens are sampled generation actions. We therefore introduce hint-aware credit decomposition, using supervised learning to preserve item-semantic and prefix-structure alignment for hinted tokens and GRPO to optimize the sampled suffix. Experiments on sequential recommendation benchmarks show that HCGRec substantially improves over supervised fine-tuning and vanilla reward-based post-training, while reducing zero-advantage training samples from over 70% to below 20%. The code is accessible at https://github.com/WncFht/GRec.

Autoregressive semantic ID recommenders are constrained by expensive beam-search decoding, which limits the practical length of item identifiers. Parallel generation methods alleviate this bottleneck by predicting all semantic ID tokens simultaneously, enabling longer IDs. However, existing semantic ID methods still rely on manually predefined and homogeneous ID structures, where both the number of semantic slots and the codebook size of each slot are treated as fixed hyperparameters. This ignores the heterogeneous capacity demands of different semantic subspaces and may allocate prediction capacity to slots with limited utility. We show that uniformly expanding semantic slots can provide limited gains, indicating redundant capacity in homogeneous semantic IDs. We propose InforID, a lightweight adaptive semantic target construction framework for parallel generative recommendation. InforID allocates a fixed capacity budget across candidate semantic slots, thereby jointly determining the effective ID length and slot-specific codebook sizes. Experiments demonstrate improved recommendation accuracy under comparable capacity budgets while preserving one-step parallel prediction.

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) is a promising paradigm for industrial search advertising, yet its deployment is constrained by strict relevance and latency requirements. Existing systems cascade GR with an independent relevance model, decoupling the generative likelihood objective from query-ad relevance discrimination, which compromises effectiveness and increases serving costs. We propose a Unified Generative-Discriminative framework (UniGD) that integrates retrieval and relevance scoring within a single model. To mitigate gradient interference in joint optimization, UniGD introduces Conflict-Aware Gradient Enhancement (CAGE) to adaptively coordinate the two objectives. UniGD further designs a Codebook-Anchored Representation Module (CAM) that anchors item representations to frozen hierarchical codebooks distilled from a multimodal pretrained model, thereby endowing them with rich and generalizable semantic priors. For heterogeneous short-video, product, and live-stream ads, UniGD proposes Heterogeneous Ad-material Modeling (HAM), which captures cross-type semantic commonality over a shared backbone while preserving type-specific modeling capacity. Online AB tests on Kuaishou search advertising platform show that UniGD raises ad revenue by 5.78%, reduces inference latency by 33%, and improves discriminative relevance estimation. On NQ320K and MS300K, UniGD improves Recall@10 over the strongest reproduced GR baseline by 8.44% and 3.19%, respectively.

Multimodal information can improve the accuracy of click-through rate (CTR) prediction and effectively alleviate item cold-start and long-tail problems. Recent studies commonly discretize pretrained multimodal embeddings into semantic identifiers (SIDs), allowing the model to learn task-specific semantic representations for recommendation. However, existing methods still provide limited gains due to two major limitations. First, codebook assignment fails to preserve semantic relevance and discards fine-grained continuous signals in the original embedding space. Second, the residual code paths are highly dependent on prefix codes, which limits the effective representational scalability of hierarchical identifiers. To address these issues, we propose PaletteID (PID), a prototype-based semantic identifier. Inspired by palette-based color composition, PID uses a compact set of representative prototype items as semantic anchors to bridge pretrained multimodal content space and recommendation models. Specifically, we first construct a prototype palette with Semantic Quality-Aware Determinantal Point Process (SQ-DPP), which jointly considers local content density and global semantic diversity. Then, for each target item, PID retrieves a sequence of semantically related prototypes and aggregates them into an informative PID representation, enabling rich and complementary semantic modeling. Extensive experiments on two public datasets demonstrate that PID consistently improves CTR prediction and yields larger gains for long-tail items. PID also produces more robust identifier assignments and provides more interpretable token semantics than existing residual SID methods.

While large language models (LLMs) have advanced ID-based recommendation through Semantic ID (SID) modeling, existing SID generation frameworks largely follow a single-representation-then-quantization paradigm. This design faces two bottlenecks: semantic entanglement mixes heterogeneous attributes, such as geography, brand, and category, causing information loss during quantization, low-quality SIDs, and severe collisions; moreover, black-box representation learning provides neither explicit attribute semantics nor clear geographic or semantic meanings for SID positions. These limitations weaken both retrieval reliability and the ability to diagnose or control SID generation. We propose Interpretable Representation via LLM-Driven Generative Disentanglement for Local-Life Service Recommendation (LGRID). LGRID introduces a generative disentanglement paradigm through an Encode -> Disentangle -> Align -> Quantize pipeline. It first uses joint LLM encoding to preserve cross-attribute geographic-semantic dependencies, rather than encoding fields independently. A Structured Disentangled Block then routes hidden states into attribute-aligned slots for geographic and semantic factors. Synergistic Alignment Learning makes these slots both generatively decodable and discriminative for retrieval, while Dual-Stream Residual Quantization separately discretizes the two streams into compact SIDs with explicit attribute correspondence. This design yields interpretable SIDs with positions grounded in item attributes and local-service semantics. Experiments on Kuaishou and Foursquare show that LGRID consistently outperforms strong SID baselines, achieving up to a 5.44 percent relative AUC gain. It also achieves over 99 percent attribute-decoding accuracy for coarse geographic fields and reduces the full-SID collision rate to 39.9 percent, compared with 97.0 percent for LGSID.

Heterogeneous recommendation feeds present complex challenges that extend beyond those found in highly homogeneous environments (e.g., music-only or video-only closed-ecosystem platforms). In Google Discover, a unified feed integrates diverse content sourced from the decentralized open web, including web articles, long-form and short-form videos, user-generated content (UGC), and beyond. Different content types exhibit distinct feature densities and user interaction patterns. Building a unified ranking model that sustains high performance across such heterogeneity, while avoiding negative transfer or majority bias, remains a significant industrial challenge. This paper presents an end-to-end case study on the industrial-scale multi-task ranking of heterogeneous feeds, grounded in real-world deployment. We introduce HA-MoE, a heterogeneity-adaptive multi-gated mixture-of-experts architecture that incorporates explicit heterogeneity context into both gating networks and expert representations. This approach enables effective specialization without significantly increasing operational overhead. To support reliable deployment, we introduce LENS, a lightweight observability framework that provides interpretable diagnostics of expert specialization and tracks this functional heterogeneity across continuous retraining. We evaluate our method using Dual-Level AUC (DL-AUC), a heterogeneity-aware evaluation metric that combines global ranking performance with cross-segment ranking correctness. Offline evaluations on a large-scale industrial dataset demonstrate consistent improvements over baseline models. Furthermore, online A/B testing confirms gains in feed activity and exploration metrics. Together, offline and online results validate the effectiveness of our approach for managing heterogeneity in industrial-scale recommender systems.

Semantic ID-based generative recommendation tokenizes each item into a sequence of discrete semantic IDs and predicts the next item by generating semantic IDs. However, existing methods typically regard SIDs as independent discrete symbols, while often overlooking the topology of the learned semantic ID space. We identify a structural mismatch between tokenization and generation: the tokenizer learns a structured code space with semantic neighborhood relations, whereas the generator consumes semantic ID tokens as independent categorical symbols. Consequently, item relatedness is reduced to exact semantic ID overlap, making it difficult to identify semantically similar items whose semantic IDs do not overlap. To address this issue, we propose TopoGR, a topology-preserving generative recommendation framework based on Bit-decomposable Semantic ID(Binary SID). Each Binary SID is learned in a bit-decomposable form and can be deterministically converted to a standard integer SID, while exposing an explicit Hamming geometry. TopoGR exploits this topology at three stages: binary SID features preserve Hamming proximity at the input layer; Hamming soft targets inject topology-aware supervision; and Hamming-consistent reranking aligns candidate items with the predicted binary prototype during inference. We further verify that the Hamming topology can capture item relatedness beyond exact SID matching. Experiments on four benchmark datasets show that TopoGR consistently outperforms existing state-of-the-art baselines in recommendation performance.

Semantic IDs (SIDs) are now a central component of generative recommendation. Current SID-based systems assign three roles to the same token sequence. Shared prefixes are intended to organize related items, the complete SID identifies an individual item, and each generated token narrows the items that can still be returned. We systematically investigate SIDs from item encoding and SID construction to autoregressive generation and final recommendation. We examine how SID construction changes item representations and how those changes affect generation. Across three Amazon domains and eight SID constructions, SID neighborhoods recover only 32.2% of the encoder's ten nearest neighbors on average. Alternative item descriptions still retrieve the corresponding item first in 99.57% of controlled cases, yet change 38.4% of exact SIDs. These results show that SIDs retain broad organization but lose much of the encoder's fine local structure, while their exact tokens are not determined by item meaning alone. This loss becomes consequential during generation. After the final semantic token, TIGER retains only 29.9% of held-out targets that were plausible recommendations before SID filtering. Motivated by these findings, we propose Item-Supported Decoding (ISD), a lightweight inference-time method that allows a user-specific item ranking to support corresponding SID prefixes before beam search discards them. The same ranking then orders the generated items. ISD requires no additional parameters or retraining of the SID constructor or decoder. We empirically show that ISD improves NDCG@10 over the corresponding SID backbone in every evaluated setting, with relative gains of up to 31.2%. Our results show that SIDs provide useful coarse item organization, but their fine boundaries should not alone determine which items remain available during generation.

Conventional recommenders capture users' preferences by optimizing observed user-item relations, whereas continuous generative recommendation additionally learns the trajectory of synthesizing a target item. Flow matching drives this process by gradually shaping initial noise into a definitive next-item representation through intermediate states in a continuous embedding space. However, item catalogs are discrete and sparsely supported, meaning even a straight Euclidean path can cross continuous regions that contain little evidence of valid item semantics. Formalizing this failure as the Euclidean void, we propose MIRAGE, a Manifold-Informed Rectification framework for Accelerated Generation of Embeddings in sequential recommendation, which rectifies the learned embedding geometry around an unchanged straight probability path. By leveraging an item co-occurrence graph as a proxy for the underlying semantic manifold, MIRAGE aligns interpolated path states with local anchors, reorganizing the embedding space to ground the trajectory in valid item support. MIRAGE retains the original probability path and uses the graph only during training, thereby enabling accurate and efficient one-step inference. Extensive experiments on four real-world datasets reveal that MIRAGE consistently outperforms state-of-the-art baselines, effectively boosting performance on sparsely observed targets while achieving robust overall accuracy. Our code will be made publicly available upon publication.

Semantic-ID-based generative recommendation represents items as sequences of shared semantic tokens, enabling token recombination beyond isolated item IDs. However, closed-world recombination does not necessarily imply temporal open-token cold-start induction, where new items enter the item catalog with unseen atomic tokens or weakly supported SID paths. In this work, we revisit SID-based generative recommendation under an absolute-time temporal protocol that separates seen and unseen targets and diagnoses the cold item reachability at the token level. Through seen/unseen-hit analysis, coldness taxonomy, and oracle-prefix probing, we show that current SID-based models can occasionally reach future items supported by observed tokens and prefixes, but struggle with unseen atomic tokens and unsupported SID paths. We further explain this boundary by interpreting SID generation as hierarchical semantic bucketing: early tokens select coarse semantic regions, while later tokens refine item-specific paths. These findings show that SID generation is compositional but not fully open-ended, and suggest future directions in more independent SID spaces, scoring-based interfaces, and dynamic textual context.

Recommendation systems help users recommend relevant items from a large collection of choices. Present work on transformer-based sequential recommendation learns user preferences from interaction logs, but it mostly focuses on item identifiers and doesn't fully use the semantic meaning of items. This limitation becomes a major challenge in sparse and cold-start scenarios where historical interaction data is limited. To solve this problem, we introduce SISA-Rec (Semantically Integrated Sequential Recommendation), a transformer-based framework that embeds semantic context directly into sequential modeling. Our approach fuses item ID embeddings with BERT-based text embeddings via a gated fusion module, injects semantic similarity into the self-attention mechanism, and leverages an attention-based aggregation module to construct comprehensive user representations. Finally, a joint learning objective which combines Bayesian Personalized Ranking (BPR) and contrastive alignment loss, aligns the underlying behavioral and semantic spaces. Experiments were conducted on the two highly sparse Amazon Beauty and Amazon Toys & Games datasets, both having 99.93% sparsity. The results show that SISA-Rec outperforms state-of-the-art baseline models across all evaluation metrics. Compared with the BERT4Rec \cite{petrov2022systematic}, SISA-Rec improves HR@10 by 16.6% and NDCG@10 by 10.3% on Amazon Beauty, and HR@10 by 23.1% and NDCG@10 by 17.9% on Amazon Toys & Games. Cold-start analysis further shows that the proposed model achieves the largest improvements for users with limited interaction historical records. This showcases the value of semantic information when user behavior data is scarce. Overall, the results demonstrate that integrating semantic information into the attention mechanism leads to more accurate and reliable recommendations.

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.

Generative recommendation models that formulate the task as sequence generation overcome the objective fragmentation problem of traditional cascade architectures, yet existing approaches still suffer from flat semantic representations lacking hierarchical structure for multi-step reasoning and an externally constructed chain-of-thought (CoT) that requires expensive annotations and remains disconnected from the generation objective. We propose HoloRec, an endogenous chain-of-thought recommendation mechanism that unifies representation, reasoning, and generation by constructing a hierarchical semantic encoding matrix via multi-granularity nested residual quantization optimized by a holistic reconstruction loss. HoloRec supports two inference modes: a non-thinking mode that uses lightweight multi-granularity supervised alignment for fast prediction, and a thinking mode that employs an interleaved reasoning scheme to generate CoT steps on the fly, directly embedding reasoning into the generation process without external data. Experiments on multiple public recommendation datasets demonstrate that HoloRec consistently outperforms baselines, with especially significant gains in sparse scenarios, and the thinking mode achieves better accuracy than the non-thinking mode with only modest inference overhead.

Semantic IDs are crucial in generative recommendation, but with a fundamental limitation: temporal information is not well incorporated into semantic IDs. Instead, time influences recommendation only implicitly (e.g., through session construction heuristics, preference alignment, or sequence order), while existing semantic ID learning remains entirely time-agnostic. This design conflates interactions occurring under distinct temporal contexts into identical semantic representations, implicitly assuming that item semantics and user intent are temporally stationary. Such an assumption is misaligned with real-world recommendation scenarios, where evolving interaction rhythms play a central role. In this work, we investigate where and how the explicit time should be incorporated into semantic ID for generative recommendation. First, we systematically characterize the design space along three orthogonal dimensions of temporal signals and present a unified framework, ChronoID, for time-aware semantic ID learning. Then, by contributing a new time-explicit generation recommendation benchmark, ChronoID answers the questions: what is the effective way of infusing time, how to design the architecture, and where does the gain come from.

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.

Cold-start item recommendation remains a persistent challenge in real-world systems due to the absence of interaction histories. While prior models attempt to bridge this gap using item content features, they universally suffer from the \textbf{seesaw dilemma}: enhancing performance for cold items inevitably degrades performance for warm items, and vice versa. We identify that this dilemma stems from a fundamental \textbf{distributional disparity}: warm item embeddings occupy a complex behavioral manifold" shaped by rich interaction signals, whereas cold item embeddings are constrained to a semantic manifold" derived solely from auxiliary content. Existing methods often force a rigid mapping between these inconsistent spaces, causing the model to sacrifice the precision of warm representations to accommodate cold ones. To address this, we propose \textbf{DiffCold}, a diffusion-based generative model that unifies warm and cold representations. Unlike GANs or VAEs, DiffCold leverages conditional diffusion to reconstruct warm item embeddings from content, preserving the underlying manifold structure without degradation. We further tailor this paradigm with two specific designs: a \textbf{Retrieval-enhanced Aggregator} that initializes generation using semantically similar warm items to bypass inefficient noise, and a \textbf{Simulation-based Representation Alignment} module that enforces distribution consistency between generated and real embeddings via contrastive learning. Experiments on three benchmarks confirm that DiffCold resolves the seesaw dilemma, consistently outperforming state-of-the-art methods across all metrics.

Sequential recommendation aims to predict users' next interaction with items by analyzing their historical behavior. However, the limited quality of item representations remains a critical bottleneck. While pre-trained large language models (LLMs) can provide rich semantic representations, existing approaches only rely on static encoding of fixed attributes, overlooking the crucial role of target audiences in defining item identity. Moreover, the semantic space struggles to reflect actual user behavior, resulting in a significant gap between semantic representations and behavioral patterns. To address these limitations, we propose GenAIR, a general framework that empowers sequential recommendation with Generative Archetype-grounded Item Representations. Specifically, we first leverage an LLM to analyze item metadata and infer textual description of the Archetype, which represents the conceptual profile of the item's ideal target audience. We then extract the corresponding embeddings in a single forward pass. Further, to ground these generative archetypes in real-world behavior, we introduce a behavioral calibration objective, which explicitly incorporates behavioral signals from actual interactions. This objective adjusts the structure of the embedding space to reflect empirical patterns. GenAIR enables seamless integration with most existing models while maintaining high efficiency. Comprehensive experiments conducted on three real-world datasets demonstrate that GenAIR significantly improves the performance of various sequential recommendation models and consistently outperforms state-of-the-art baseline approaches. Implementation codes are available at https://github.com/AI-Santiago/GenAIR.

Generative recommendation formulates next-item prediction as autoregressive generation over semantic ID (SID) sequences derived from users' historical interactions, making modern recommender systems structurally similar to large language models (LLMs). As privacy and safety concerns grow, these systems increasingly require concept unlearning to remove sensitive or harmful concepts associated with items. However, existing LLM unlearning methods cannot be directly applied to generative recommendation. Unlike word tokens with explicit semantics, SIDs are abstract identifiers that are often shared by both forget and retain items, leading to severe conflicts between concept removal and recommendation utility preservation. To address this challenge, we propose TRACER, an end-to-end concept unlearning framework based on token reassignment. Rather than directly suppressing shared SIDs, TRACER reassigns concept-related items to alternative tokens that better facilitate forgetting while minimizing side effects on retained items. We further introduce a coherence regularizer to preserve semantic consistency among retain items during unlearning. Experiments on real-world recommendation datasets demonstrate that TRACER effectively removes target concepts while substantially better preserving recommendation utility than existing unlearning baselines.

Generative recommendation models in the OneRec family have been widely deployed in many real-world services, such as short-video, live-streaming, advertising, and e-commerce. However, these generative models can only benefit from the scaling advantage, while their reasoning ability is hard to activate, since we cannot construct meaningful Chain-of-Thought (CoT) sequences consisting of itemic tokens only. Inspired by the success of the reasoning-style ``think before answer'' paradigm in the LLM field, we conduct preliminary studies (i.e., OneRec-Think, OpenOneRec) to explore reasoning capability in generative recommendation. Nevertheless, we notice an unexpected phenomenon: the thinking mode does not show advantages over the non-thinking mode. Drawing insights from recent findings on CoT robustness in multi-modal language models, we argue that effective reasoning in recommendation rests on two factors: perception, the ability to ground itemic tokens in their underlying language semantics, and cognition, the ability to reorganize a user's behavior sequence into coherent latent interest points. We therefore propose OneReason, which includes: (1) strong itemic token perception in pre-training, (2) a three-level cognition-enhanced CoT format for recommendation tasks in SFT, and (3) a specialize-then-unify training recipe in RL to enhance the thinking ability.

Recently, Generative Recommenders (GRs) have emerged as a transformative recommendation paradigm by replacing traditional item IDs with semantic indices (SIDs). Owing to the exceptional generative capabilities of diffusion models, a few pioneering works explore developing GRs with diffusion architectures as the backbone. However, a fatal limitation of existing diffusion-based GRs is that the diffusion process applies uniformly to all items within the historical interactions. In contrast, the user preference is shaped by multifaceted time-evolving factors and thus exhibits a non-stationary distribution in the temporal aspect. To bridge this gap, this study proposes a novel GR framework, named TDPM, by designing the time-aware diffusion on SID tokens. Specifically, TDPM explicitly integrates the impact of time-evolving user preferences into the diffusion process. In detail, the user preference is disentangled into (i) the period preference, which remains consistent over a long time-span, and (ii) the point preference, which is triggered by recent focal events. Extensive experiments on three public real-world datasets demonstrate the significant superiority of TDPM over the state-of-the-art baselines. TDPM achieves average improvements of up to 29.21% and 25.45% in terms of HR@20 and NDCG@20, respectively. The ablation study further underscores the necessity of time-aware token diffusion in diffusion-based GRs.

Real-world user behavior rarely consists of isolated actions; instead, it often forms intent flows governed by spatiotemporal dependencies. To provide integrated service recommendations, we focus on the task of Generative Spatiotemporal Intent Sequence Recommendation (GSISR), which aims to generate intent sequences that are logically coherent and physically executable within complex spatiotemporal contexts. While LLMs offer strong reasoning potential for GSISR, direct industrial deployment is limited by high inference latency and context-mismatched or physically infeasible plans. To address these challenges, we propose a generative framework, GPlan, that internalizes LLM reasoning into lightweight models through two components. First, to enable reasoning under strict latency constraints, we introduce Progressive Implicit CoT Distillation, which compresses explicit reasoning processes into reserved latent tokens, allowing small models to inherit complex planning logic without generating long reasoning text. Second, to address the disconnect between general knowledge and real-world constraints, we design Spatiotemporal Counterfactual DPO. By aligning the model with counterfactual context-plan pairs, we improve sensitivity to spatiotemporal context and reduce context-mismatched plans. Offline experiments and online A/B testing demonstrate that our approach improves sequence coherence and context responsiveness. Our implementation and the anonymized GSISR dataset are available at https://github.com/alibaba/GPlan.

Generative Recommendation (GR) has emerged as a promising paradigm by formulating item recommendation as a sequence-to-sequence generation task over item identifiers. Recent studies have incorporated multimodal signals to provide richer token-level evidence for generation. However, existing approaches largely rely on alignment-centric fusion and underexplore synergistic information across modalities. In practice, synergistic information plays a critical role in capturing emergent item properties that cannot be inferred from any single modality alone. Such properties encode intrinsic item semantics and guide user preferences, enabling models to move beyond surface-level feature matching. To address this limitation, we propose \textbf{SynGR}, a synergistic generative recommendation framework that explicitly encourages the exploitation of cross-modal dependencies during generation. By constraining overreliance on dominant modalities, SynGR enables the model to capture emergent item semantics beyond shared or modality-specific signals. Extensive experiments across three benchmark datasets demonstrate that SynGR achieves superior performance.

Generative recommendation treats next-item prediction as autoregressive item-identifier generation. Specifically, items are encoded as semantic identifiers (SIDs), which are short coarse-to-fine token sequences whose early tokens capture broad semantics and later tokens refine them. Recent work augments this paradigm with reasoning traces and optimizes them via reinforcement learning with verifiable rewards, typically outcome-reward algorithm with exact-match feedback on the generated SID. However, in large-catalog recommendation, exact-match feedback on the generated SID only reports whether the final item is correct; when a generated SID mismatches, outcome-reward cannot identify which SID-token prediction caused the mismatch and may penalize matched SID-token positions together with the mismatched position. We identify that the natural unit of credit assignment in this setting is a single reasoning step (one thinking block paired with one SID token). We instantiate this idea in SAPO (Step-Aligned Policy Optimization): rather than broadcasting one advantage to the whole response, SAPO computes a separate group-relative advantage for each reasoning step and applies it only to the corresponding thinking block and SID token. Across three real-world recommendation datasets, SAPO stabilizes reinforcement-learning training and consistently improves over existing generative recommendation baselines, with the largest gains where sparse exact-match feedback makes reasoning-step credit assignment important. Our results suggest that reinforcement-learning objectives for structured generation should mirror the decoder's own decomposition of the output.

Recently, Generative Recommenders (GRs), characterized by a unified end-to-end framework, have exhibited astonishing potential in transforming the recommendation paradigm. Despite their effectiveness, we recognize that GRs are still susceptible to the long-standing issue of popularity bias that has pervaded the recommendation community. Although a few studies have attempted to extend traditional debiasing methods to GRs, their effectiveness is marginal, and the fundamental reason why GRs suffer from popularity bias remains under-explored. To bridge this gap, this study focuses on two core aspects in GRs: the optimization of generative framework and the item tokenization based on semantic index. Based on theoretical analyses, we identify that the severe popularity bias emerges from the confluence of a token-level optimization flaw and the undifferentiated property of item tokenization. Accordingly, this study develops a novel generative recommender system, called Ghost, by designing the asymmetric unlikelihood optimization and the skeleton-founded tokenization. Extensive empirical evaluations across three datasets, alongside multiple SOTA baselines, reveal that Ghost substantially alleviates popularity bias and promotes fairer recommendations, while incurring slight degradation to the overall recommendation utility.

Generative Recommendation (GenRec) models reformulate recommendation as a sequence generation task, representing items as discrete Semantic IDs used symmetrically as both inputs and prediction targets. We identify a critical dual-stage information bottleneck in this design: (1) the Input Bottleneck, where lossy quantization degrades fine-grained semantics, while popularity bias skews the learned representations toward frequent items, and (2) the Output Bottleneck, where imprecise discrete targets limit supervision quality. To address these issues, we propose AsymRec, an asymmetric continuous-discrete framework that decouples input and output representations. Specifically, Multi-expert Semantic Projection (MSP) maps continuous embeddings into the Transformer's hidden space via expert-specialized projections, preserving semantic richness and improving generalization to infrequent items. Multi-faceted Hierarchical Quantization (MHQ) constructs high-capacity, structured discrete targets through multi-view and multi-level quantization with semantic regularization, preventing dimensional collapse while retaining fine-grained distinctions. Extensive experiments demonstrate that AsymRec consistently outperforms state-of-the-art generative recommenders by an average of 15.8 %. The code will be released.

Generative recommendation (GR) has emerged as a promising paradigm that replaces fragmented, scenario-specific architectures with unified Transformer-based models, exhibiting scaling-law behavior where recommendation quality improves systematically with increased model capacity and training data. However, deploying GR at scale on Ascend NPUs faces fundamental system-level challenges. These challenges are further exacerbated on Ascend NPUs due to the absence of high-performance implementations for jagged operators and the architectural mismatch between irregular sparse primitives and NPU's dense-computation-optimized design. In this paper, we present \model, an Ascend-affinity training system for generative recommendation that systematically addresses these bottlenecks through three core innovations: (i) Ascend-affinity jagged acceleration, including fusion operators that eliminate padding redundancy and dynamic load balancing that reduces inter-device imbalance from 47% to 2.4%; (ii) distributed communication optimization, comprising hierarchical sparse parallelism, semi-asynchronous training with proven convergence guarantees, and fine-grained pipeline orchestration that sustains 94% NPU utilization; and (iii) negative sampling optimization via asynchronous offloading, jaggedness-aware FP16 quantization, and intra-batch logit sharing that expand the effective negative space without additional embedding lookups. Evaluated on the KuaiRand-27K dataset, \model supports training at up to 0.2B parameters and achieves 54.71% MFU with near-linear scalability (0.97).

Generative recommendation (GR) has emerged as a promising paradigm that predicts target items by autoregressively generating their semantic identifiers (SID). Most GR methods follow a quantization-representation-generation pipeline, first assigning each item a SID, then constructing input representations from SID-token embeddings, and finally predicting the target SID through autoregressive generation. Existing item-level representation constructions mainly take two forms: directly merging SID-token embeddings into a compact vector, or enriching item-level representations with external inputs through additional networks. However, these item-level constructors still expose two practical challenges: direct merging may amplify the information loss caused by quantization and ID collision while obscuring SID code relations, whereas external-input-based methods can strengthen item semantics but cannot reliably preserve the SID-structured evidence required for token-level generation. These limitations make representation construction an underexplored bottleneck, leading to two severe problems, \ie{} the Identity-Structure Preservation Conflict and Input-Output Granularity Mismatch. To this end, we propose ComeIR, a Conditional Memory enhanced Item Representation framework that reconstructs SID-token embeddings into item-aware inputs and restores the token granularity during SID decoding. Specifically, MM-guided token scoring adaptively estimates the contribution of each code within the SID, dual-level Engram memory captures intra-item code composition and inter-item transition patterns, and a memory-restoring prediction head reuses the memories during SID decoding. Extensive experiments demonstrate the effectiveness and flexibility of ComeIR, and further reveal scalable gains from enlarging conditional memory.

Personalized storefronts in large e-commerce marketplaces are often assembled from many independent components: static themes per page section ("placement"), retrieval systems to fetch eligible products per placement, and pointwise rankers to order content. While effective in optimizing for aggregate preferences, this paradigm is rigid and can limit personalization and semantic cohesion across the page. This makes it poorly suited to support dynamic objectives and merchandising requirements over time. To address this, we introduce a cascaded merchandising framework that decomposes storefront construction into two generative tasks: (i) placement-level theme generation and (ii) constrained keyword generation per placement to power product retrieval. Teacher-student fine-tuning is leveraged to improve scalability of this framework under production latency and cost constraints. Fine-tuned model ablations are shown to approach closed-weight LLM performance. We further contribute frameworks for AI-driven content evaluation and quality filtering, enabling safe and automated deployment of dynamic content at scale. Generative output is fused with traditional ranking models to preserve hybrid infrastructure. In online experiments, this framework yields an estimated +2.7% lift in cart adds per page view over a strong baseline.

Conversational news recommendation requires grounding each suggestion in a rapidly evolving article corpus while addressing implicit user intents that lack explicit retrievable keywords. To characterize this scenario, we identify 6 intent types from production dialogues: five are implicit and pose fundamental challenges to standard RAG pipelines, forming a critical retrieve-first bottleneck. To address these issues, we introduce intent-driven Semantic ID (SID) generation under a Generate-then-Match paradigm. With two-stage training that consists of multi-task SID alignment and GPT-4 Chain-of-Thought distillation, an LLM maps diverse intents to hierarchical SID prefixes, which are then fuzzy-matched to the current news pool to guarantee fully grounded recommendations. Profile-Aware Dual-Signal Reasoning (PADR) further enables cold-start users to obtain valid recommendations using only profiles. On a mainstream Chinese news platform, our 7B model achieves 0% hallucination and 12.4% L1 match in the 152K open-generation SID space (4x random baseline). It matches GPT-4+Hybrid RAG on L1 while surpassing it on finer-grained metrics (L2 2x, Category +1.2pp) at ~100x lower cost. Cold-start users, where existing baselines score 0%, achieve 18.0% L1 (6x random), the highest among all user groups.

Sequential recommendation has increasingly shifted toward generative recommenders that combine sequential patterns with semantic item information. Yet these methods are often evaluated on a small set of widely used benchmarks, raising a key question: do these benchmarks actually require the advanced modeling capabilities that modern generative recommenders claim to provide? We conduct a benchmark audit with an intentionally simple graph heuristic. Starting from only the last one or two interacted items, it retrieves candidates from a few-hop item-transition graph and ranks them by item-feature similarity. Despite using no sequence encoder, generative objective, or training, this heuristic matches or outperforms many modern baselines, with relative NDCG@10 improvements of 38.10% and 44.18% over the best competing baseline on Amazon Review Sports and CDs. We show that this behavior reflects shortcut solvability rather than an artifact of one heuristic. We identify three shortcut structures that can make next-item prediction easier than expected: low-branching local transitions, feature-smooth transitions, and limited dependence on long user histories. These shortcuts need not appear together; even one or two strong signals can make simple local retrieval highly competitive, while weakening them makes the benefits of more sophisticated models clearer. Across 14 datasets, model rankings vary substantially with dataset properties, yet the heuristic remains competitive on 10 of them. Our findings suggest that strong performance on standard benchmarks does not always demonstrate advanced sequential, semantic, or generative modeling ability. We call for more careful dataset selection and dataset-level diagnostic analysis when using benchmarks to support claims about new recommendation models.

With the rapid development of the Internet, users have increasingly higher expectations for the recommendation accuracy of online content consumption platforms. However, short videos often contain diverse segments, and users may not hold the same attitude toward all of them. Traditional binary-classification recommendation models, which treat a video as a single holistic entity, face limitations in accurately capturing such nuanced preferences. Considering that user consumption is a temporal process, this paper demonstrates that the timing of user actions can represent diverse intentions through statistical analysis and examination of action patterns. Based on this insight, we propose a novel modeling paradigm: Action-Aware Generative Sequence Network (A2Gen), which refines user actions along the temporal dimension and chains them into sequences for unified processing and prediction. First, we introduce the Context-aware Attention Module (CAM) to model action sequences enriched with item-specific contextual features. Building upon this, we develop the Hierarchical Sequence Encoder (HSE) to learn temporal action patterns from users' historical actions. Finally, through leveraging CAM, we design a module for action sequence generation: the Action-seq Autoregressive Generator (AAG). Extensive offline experiments on the Kuaishou's dataset and the Tmall public dataset demonstrate the superiority of our proposed model. Furthermore, through large-scale online A/B testing deployed on Kuaishou's platform, our model achieves significant improvements over baseline methods in multi-task prediction by leveraging sequential information. Specifically, it yields increases of 0.34% in user watch time, 8.1% in interaction rate, and 0.162% in overall user retention (LifeTime-7), leading to successful deployment across all traffic, serving over 400 million users every day.

Multi-behavior recommendation aims to predict user conversions by modeling various interaction types that carry distinct intent signals. Recently, generative sequence modeling methods have emerged as an important paradigm for multi-behavior recommendation by achieving flexible sequence generation. However, existing generative methods typically treat behaviors as auxiliary token features and feed them into unified attention mechanisms. These models implicitly assume uniform activation of dependencies among historical behaviors, thereby failing to discern differences in intensity or capture transition patterns. To address these limitations, we propose BITRec, a novel generative multi-behavior recommendation framework that introduces structured behavioral modeling through selective dependency activation. BITRec incorporates (i) Hierarchical Behavior Aggregation (HBA), which explicitly models behavioral intensity differences through separated exploration and commitment pathways, and (ii) Transition Relation Encoding (TRE), which encodes transition structures through explicit learnable relation matrices. Experiments on four large-scale datasets (RetailRocket, Taobao, Tmall, Insurance Dataset) with millions of interactions achieve consistent improvements of 15-23% across multiple metrics, with peak gains of 22.79% MRR on Tmall and 17.83% HR@10, 17.55% NDCG@10 on Taobao.

Modern industrial Deep Learning Recommendation Models typically extract user preferences through the analysis of sequential interaction histories, subsequently generating predictions based on these derived interests. The inherent heterogeneity in data characteristics frequently result in substantial under-utilization of computational resources during large-scale training, primarily due to computational bubbles caused by severe stragglers and slow blocking communications. This paper introduces FreeScale, a solution designed to (1) mitigate the straggler problem through meticulously load balanced input samples (2) minimize the blocking communication by overlapping prioritized embedding communications with computations (3) resolve the GPU resource competition during computation and communication overlapping by communicating through SM-Free techniques. Empirical evaluation demonstrates that FreeScale achieves up to 90.3% reduction in computational bubbles when applied to real-world workloads running on 256 H100 GPUs.

Two-stage recommender systems first choose a candidate generator and then rank items within the generated set. Because the generator decides which items are available to the ranker, changing the generator changes both the policy value and the data support used to estimate that value. This creates an offline selection problem that standard single-stage objectives do not capture: a policy may look good under a retrieval score or a raw off-policy value estimate, but still be unreliable if it depends on weakly supported generator-item pairs. We propose CASP (Coupled Action-Set Pessimism), a support-aware offline selector for finite libraries of two-stage recommender policies. CASP combines doubly robust value estimation with a support-burden penalty. We show that stagewise rules that ignore downstream continuation value can be arbitrarily suboptimal, and we derive population, finite-class, and reconstructed-propensity guarantees for conservative selection. In simulations and a reconstructed MovieLens 1M application, CASP selects lower-burden policies when estimated value and support credibility are in tension.

Generative recommendation (GR) offers superior modeling capabilities but suffers from prohibitive inference costs due to the repeated encoding of long user histories. While cross-request Key-Value (KV) cache reuse presents a significant optimization opportunity, the massive scale of individual user states creates a storage explosion that far exceeds physical GPU limits. We propose MTServe, a hierarchical cache management system that virtualizes GPU memory by leveraging host RAM as a scalable backup store. To bridge the I/O gap between tiers, MTServe introduces a suite of system-level optimizations, including a hybrid storage layout, an asynchronous data transfer pipeline, and a locality-driven replacement policy. On both public and production datasets, MTServe delivers up to 3.1* speedup while maintaining near-perfect hit ratios (>98.5%).

Generic group-based RL assumes that sampled rollout groups are already usable learning signals. We show that this assumption breaks down in sparse-hit generative recommendation, where many sampled groups never become learnable at all. We propose ReCast, a repair-then-contrast learning-signal framework that first restores minimal learnability for all-zero groups and then replaces full-group reward normalization with a boundary-focused contrastive update on the strongest positive and the hardest negative. ReCast leaves the outer RL framework unchanged, modifies only within-group signal construction, and partially decouples rollout search width from actor-side update width. Across multiple generative recommendation tasks, ReCast consistently outperforms OpenOneRec-RL, achieving up to 36.6% relative improvement in Pass@1. Its matched-budget advantage is substantially larger: ReCast reaches the baseline's target performance with only 4.1% of the rollout budget, and this advantage widens with model scale. The same design also yields direct system-level gains, reducing actor-side update time by 16.60x, lowering peak allocated memory by 16.5%, and improving actor MFU by 14.2%. Mechanism analysis shows that ReCast mitigates the persistent all-zero / single-hit regime, restores learnability when natural positives are scarce, and converts otherwise wasted rollout budget into more stable policy updates. These results suggest that, for generative recommendation, the decisive RL problem is not only how to assign rewards, but how to construct learnable optimization events from sparse, structured supervision.

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.

Learning Path Recommendation (LPR) is critical for personalized education, yet current methods often fail to account for historical interaction uncertainty (e.g., lucky guesses or accidental slips) and lack adaptability to diverse learning goals. We propose U-GLAD (Uncertainty-aware Generative Learning Path Recommendation with Cognition-Adaptive Diffusion). To address representation bias, the framework models cognitive states as probability distributions, capturing the learner's underlying true state via a Gaussian LSTM. To ensure highly personalized recommendation, a goal-oriented concept encoder utilizes multi-head attention and objective-specific transformations to dynamically align concept semantics with individual learning goals, generating uniquely tailored embeddings. Unlike traditional discriminative ranking approaches, our model employs a generative diffusion model to predict the latent representation of the next optimal concept. Extensive evaluations on three public datasets demonstrate that U-GLAD significantly outperforms representative baselines. Further analyses confirm its superior capability in perceiving interaction uncertainty and providing stable, goal-driven recommendation paths.

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.

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.

Conventional Sequential Recommender Systems (SRS) typically assign unique hash IDs (HID) to construct item embeddings, which mainly capture collaborative signals from historical user-item interactions. However, such embeddings are vulnerable in long-tail scenarios where most items are rarely consumed. Recent methods that incorporate auxiliary information often face noisy collaborative sharing from co-occurrence signals or semantic homogeneity caused by flat dense embeddings. In contrast, Semantic IDs (SID), with their support for code sharing and multi-granular semantic modeling, offer a promising alternative. Nevertheless, SID-based methods are hindered by a collaborative overwhelming phenomenon: commonly adopted quantization mechanisms compromise the identifier uniqueness needed to model head items, resulting in a performance trade-off between head and tail items. To address this challenge, we propose H2Rec, a novel framework that harmonizes SID and HID. We design a dual-branch modeling architecture that simultaneously captures the multi-granular semantics of SID while preserving the unique collaborative identity provided by HID. Moreover, we introduce a dual-level alignment strategy to bridge the two representations, enabling effective knowledge transfer and robust preference modeling. Extensive offline experiments on three public benchmarks and online experiments on a large-scale commercial platform demonstrate that H2Rec achieves a better balance between head and tail recommendation quality and consistently outperforms existing baselines.

In web environments, user preferences are often refined progressively as users move from browsing broad categories to exploring specific items. However, existing generative recommenders overlook this natural refinement process. Generative recommendation formulates next-item prediction as autoregressive generation over tokenized user histories, where each item is represented as a sequence of discrete tokens. Prior models typically fuse heterogeneous attributes such as ID, category, title, and description into a single embedding before quantization, which flattens the inherent semantic hierarchy of items and fails to capture the gradual evolution of user intent during web interactions. To address this limitation, we propose CoFiRec, a novel generative recommendation framework that explicitly incorporates the Coarse-to-Fine nature of item semantics into the tokenization process. Instead of compressing all attributes into a single latent space, CoFiRec decomposes item information into multiple semantic levels, ranging from high-level categories to detailed descriptions and collaborative filtering signals. Based on this design, we introduce the CoFiRec Tokenizer, which tokenizes each level independently while preserving structural order. During autoregressive decoding, the language model is instructed to generate item tokens from coarse to fine, progressively modeling user intent from general interests to specific item-level interests. Experiments across multiple public benchmarks and backbones demonstrate that CoFiRec outperforms existing methods, offering a new perspective for generative recommendation. Theoretically, we prove that structured tokenization leads to lower dissimilarity between generated and ground truth items, supporting its effectiveness in generative recommendation. Our code is available at https://github.com/YennNing/CoFiRec.