HLLM-Creator: Hierarchical LLM-based Personalized Creative Generation

AI-generated content technologies are widely used in content creation. However, current AIGC systems rely heavily on creators' inspiration, rarely generating truly user-personalized content. In real-world applications such as online advertising, a single product may have multiple selling points, with different users focusing on different features. This underscores the significant value of personalized, user-centric creative generation. Effective personalized content generation faces two main challenges: (1) accurately modeling user interests and integrating them into the content generation process while adhering to factual constraints, and (2) ensuring high efficiency and scalability to handle the massive user base in industrial scenarios. Additionally, the scarcity of personalized creative data in practice complicates model training, making data construction another key hurdle. We propose HLLM-Creator, a hierarchical LLM framework for efficient user interest modeling and personalized content generation. During inference, a combination of user clustering and a user-ad-matching-prediction based pruning strategy is employed to significantly enhance generation efficiency and reduce computational overhead, making the approach suitable for large-scale deployment. Moreover, we design a data construction pipeline based on chain-of-thought reasoning, which generates high-quality, user-specific creative titles and ensures factual consistency despite limited personalized data. This pipeline serves as a critical foundation for the effectiveness of our model. Extensive experiments on personalized title generation for Douyin Search Ads show the effectiveness of HLLM-Creator. Online A/B test shows a 0.476% increase on Adss, paving the way for more effective and efficient personalized generation in industrial scenarios. Codes for academic dataset are available at https://github.com/bytedance/HLLM.

Prolonged Reasoning Is Not All You Need: Certainty-Based Adaptive Routing for Efficient LLM/MLLM Reasoning

Recent advancements in reasoning have significantly enhanced the capabilities of Large Language Models (LLMs) and Multimodal Large Language Models (MLLMs) across diverse tasks. However, excessive reliance on chain-of-thought (CoT) reasoning can impair model performance and brings unnecessarily lengthened outputs, reducing efficiency. Our work reveals that prolonged reasoning does not universally improve accuracy and even degrade performance on simpler tasks. To address this, we propose Certainty-based Adaptive Reasoning (CAR), a novel framework that dynamically switches between short answers and long-form reasoning based on the model perplexity. CAR first generates a short answer and evaluates its perplexity, triggering reasoning only when the model exhibits low confidence (i.e., high perplexity). Experiments across diverse multimodal VQA/KIE benchmarks and text reasoning datasets show that CAR outperforms both short-answer and long-form reasoning approaches, striking an optimal balance between accuracy and efficiency.