IDProxy: Cold-Start CTR Prediction for Ads and Recommendation at Xiaohongshu with Multimodal LLMs

Click-through rate (CTR) models in advertising and recommendation systems rely heavily on item ID embeddings, which struggle in item cold-start settings. We present IDProxy, a solution that leverages multimodal large language models (MLLMs) to generate proxy embeddings from rich content signals, enabling effective CTR prediction for new items without usage data. These proxies are explicitly aligned with the existing ID embedding space and are optimized end-to-end under CTR objectives together with the ranking model, allowing seamless integration into existing large-scale ranking pipelines. Offline experiments and online A/B tests demonstrate the effectiveness of IDProxy, which has been successfully deployed in both Content Feed and Display Ads features of Xiaohongshu's Explore Feed, serving hundreds of millions of users daily.

UniCorn: Towards Self-Improving Unified Multimodal Models through Self-Generated Supervision

While Unified Multimodal Models (UMMs) have achieved remarkable success in cross-modal comprehension, a significant gap persists in their ability to leverage such internal knowledge for high-quality generation. We formalize this discrepancy as Conduction Aphasia, a phenomenon where models accurately interpret multimodal inputs but struggle to translate that understanding into faithful and controllable synthesis. To address this, we propose UniCorn, a simple yet elegant self-improvement framework that eliminates the need for external data or teacher supervision. By partitioning a single UMM into three collaborative roles: Proposer, Solver, and Judge, UniCorn generates high-quality interactions via self-play and employs cognitive pattern reconstruction to distill latent understanding into explicit generative signals. To validate the restoration of multimodal coherence, we introduce UniCycle, a cycle-consistency benchmark based on a Text to Image to Text reconstruction loop. Extensive experiments demonstrate that UniCorn achieves comprehensive and substantial improvements over the base model across six general image generation benchmarks. Notably, it achieves SOTA performance on TIIF(73.8), DPG(86.8), CompBench(88.5), and UniCycle while further delivering substantial gains of +5.0 on WISE and +6.5 on OneIG. These results highlight that our method significantly enhances T2I generation while maintaining robust comprehension, demonstrating the scalability of fully self-supervised refinement for unified multimodal intelligence.