LLM-Based Generative Retrieval for Snapchat Content Recommendation

Pretrained large language models (LLMs) are promising retrieval engines because they combine rich semantic priors, strong sequence modeling capabilities, and favorable scaling behavior. However, turning a pretrained LLM into a generative retriever in production deployment raises several challenges: the model must learn an internal item vocabulary that was absent from pretraining, and generate valid item identifiers under strict latency and cost constraints. We address these challenges through the design and launch of SnapLGR, an LLM-based generative retrieval system for short-video recommendation at Snapchat. The system is built around three main designs. First, we construct semantic identifiers (SIDs) from multimodal item embeddings and enhance them with Personalized PageRank (PPR)-based co-engagement contrastive learning, resulting in improved codebook utilization, reduced collisions, and infused collaborative signal. Second, we use continued pretraining (CPT) to ground the introduced SID tokens before supervised fine-tuning (SFT) on user interaction sequences. Third, we make SnapLGR serving practical through TensorRT-LLM CUDA-backed beam search and a decentralized worker-loop architecture. In a live A/B test, the launched system increased View Time by 0.37%, Time Spent by 0.09%, Deep Sessions by 0.18%, and Deep Sessions Unique User by 0.11% relative to the existing TIGER-style generative retrieval baseline. We then decompose this offline gap under a fixed tokenizer and quantify the gains due to model architecture, scaling, and pretraining. Overall, our deployment shows that successful production SnapLGR requires joint design across representation learning, vocabulary grounding, and efficient training and serving.

Semantic IDs for Recommender Systems at Snapchat: Use Cases, Technical Challenges, and Design Choices

Effective item identifiers (IDs) are an important component for recommender systems (RecSys) in practice, and are commonly adopted in many use cases such as retrieval and ranking. IDs can encode collaborative filtering signals within training data, such that RecSys models can extrapolate during the inference and personalize the prediction based on users' behavioral histories. Recently, Semantic IDs (SIDs) have become a trending paradigm for RecSys. In comparison to the conventional atomic ID, an SID is an ordered list of codes, derived from tokenizers such as residual quantization, applied to semantic representations commonly extracted from foundation models or collaborative signals. SIDs have drastically smaller cardinality than the atomic counterpart, and induce semantic clustering in the ID space. At Snapchat, we apply SIDs as auxiliary features for ranking models, and also explore SIDs as additional retrieval sources in different ML applications. In this paper, we discuss practical technical challenges we encountered while applying SIDs, experiments we have conducted, and design choices we have iterated to mitigate these challenges. Backed by promising offline results on both internal data and academic benchmarks as well as online A/B studies, SID variants have been launched in multiple production models with positive metrics impact.

GiGL: Large-Scale Graph Neural Networks at Snapchat

Recent advances in graph machine learning (ML) with the introduction of Graph Neural Networks (GNNs) have led to a widespread interest in applying these approaches to business applications at scale. GNNs enable differentiable end-to-end (E2E) learning of model parameters given graph structure which enables optimization towards popular node, edge (link) and graph-level tasks. While the research innovation in new GNN layers and training strategies has been rapid, industrial adoption and utility of GNNs has lagged considerably due to the unique scale challenges that large-scale graph ML problems create. In this work, we share our approach to training, inference, and utilization of GNNs at Snapchat. To this end, we present GiGL (Gigantic Graph Learning), an open-source library to enable large-scale distributed graph ML to the benefit of researchers, ML engineers, and practitioners. We use GiGL internally at Snapchat to manage the heavy lifting of GNN workflows, including graph data preprocessing from relational DBs, subgraph sampling, distributed training, inference, and orchestration. GiGL is designed to interface cleanly with open-source GNN modeling libraries prominent in academia like PyTorch Geometric (PyG), while handling scaling and productionization challenges that make it easier for internal practitioners to focus on modeling. GiGL is used in multiple production settings, and has powered over 35 launches across multiple business domains in the last 2 years in the contexts of friend recommendation, content recommendation and advertising. This work details high-level design and tools the library provides, scaling properties, case studies in diverse business settings with industry-scale graphs, and several key lessons learned in employing graph ML at scale on large social data. GiGL is open-sourced at https://github.com/snap-research/GiGL.