MOON3.0: Reasoning-aware Multimodal Representation Learning for E-commerce Product Understanding

With the rapid growth of e-commerce, exploring general representations rather than task-specific ones has attracted increasing attention. Although recent multimodal large language models (MLLMs) have driven significant progress in product understanding, they are typically employed as feature extractors that implicitly encode product information into global embeddings, thereby limiting their ability to capture fine-grained attributes. Therefore, we argue that leveraging the reasoning capabilities of MLLMs to explicitly model fine-grained product attributes holds significant potential. Nevertheless, achieving this goal remains non-trivial due to several key challenges: (i) long-context reasoning tends to dilute the model's attention to salient information in the raw input; (ii) supervised fine-tuning (SFT) primarily encourages rigid imitation, limiting the exploration of effective reasoning strategies; and (iii) fine-grained details are progressively attenuated during forward propagation. To address these issues, we propose MOON3.0, the first reasoning-aware MLLM-based model for product representation learning. Our method (1) employs a multi-head modality fusion module to adaptively integrate raw signals; (2) incorporates a joint contrastive and reinforcement learning framework to autonomously explore more effective reasoning strategies; and (3) introduces a fine-grained residual enhancement module to progressively preserve local details throughout the network. Additionally, we release a large-scale multimodal e-commerce benchmark MBE3.0. Experimentally, our model demonstrates state-of-the-art zero-shot performance across various downstream tasks on both our benchmark and public datasets.

Creative4U: MLLMs-based Advertising Creative Image Selector with Comparative Reasoning

Creative image in advertising is the heart and soul of e-commerce platform. An eye-catching creative image can enhance the shopping experience for users, boosting income for advertisers and advertising revenue for platforms. With the advent of AIGC technology, advertisers can produce large quantities of creative images at minimal cost. However, they struggle to assess the creative quality to select. Existing methods primarily focus on creative ranking, which fails to address the need for explainable creative selection. In this work, we propose the first paradigm for explainable creative assessment and selection. Powered by multimodal large language models (MLLMs), our approach integrates the assessment and selection of creative images into a natural language generation task. To facilitate this research, we construct CreativePair, the first comparative reasoning-induced creative dataset featuring 8k annotated image pairs, with each sample including a label indicating which image is superior. Additionally, we introduce Creative4U (pronounced Creative for You), a MLLMs-based creative selector that takes into account users' interests. Through Reason-to-Select RFT, which includes supervised fine-tuning with Chain-of-Thought (CoT-SFT) and Group Relative Policy Optimization (GRPO) based reinforcement learning, Creative4U is able to evaluate and select creative images accurately. Both offline and online experiments demonstrate the effectiveness of our approach. Our code and dataset will be made public to advance research and industrial applications.