From Understanding to Action: Feedback-Grounded Policy Discovery for Generative Recommendation

Semantic-ID-based generative recommenders enable efficient next-item generation, but their item-level supervision mainly captures behavioral co-occurrence and local transitions. Large language models (LLMs) can complement these models by reasoning over heterogeneous interaction histories to understand the user's current demand. However, LLMs are not inherently trained with recommendation-specific outcome feedback, and linguistically plausible reasoning therefore does not necessarily lead to effective recommendation decisions. We term this mismatch the Understanding-Action Gap. Accordingly, we distinguish intent knowledge, which captures the user's current demand, from policy knowledge, which specifies the recommendation direction and rejection boundary under that demand. To bridge this gap, we propose a feedback-driven agent framework that first induces task-oriented intent and then discovers recommendation policies according to their incremental utility over an intent-only baseline. Candidate policies are evaluated and refined using outcome-derived feedback rather than linguistic plausibility. We further transfer the resulting intent and policy knowledge into two latent tokens of a lightweight Semantic-ID generator through dual-space relational distillation, enabling LLM-free online inference. Experiments on public benchmarks show consistent improvements over baselines, while large-scale online A/B tests achieve gains of 4.506% in Revenue and 4.621% in ADVV.

OneReason Technical Report

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.