Generative Recommendation for Large-Scale Advertising

Generative recommendation has recently attracted widespread attention in industry due to its potential for scaling and stronger model capacity. However, deploying real-time generative recommendation in large-scale advertising requires designs beyond large-language-model (LLM)-style training and serving recipes. We present a production-oriented generative recommender co-designed across architecture, learning, and serving, named GR4AD (Generative Recommendation for ADdvertising). As for tokenization, GR4AD proposes UA-SID (Unified Advertisement Semantic ID) to capture complicated business information. Furthermore, GR4AD introduces LazyAR, a lazy autoregressive decoder that relaxes layer-wise dependencies for short, multi-candidate generation, preserving effectiveness while reducing inference cost, which facilitates scaling under fixed serving budgets. To align optimization with business value, GR4AD employs VSL (Value-Aware Supervised Learning) and proposes RSPO (Ranking-Guided Softmax Preference Optimization), a ranking-aware, list-wise reinforcement learning algorithm that optimizes value-based rewards under list-level metrics for continual online updates. For online inference, we further propose dynamic beam serving, which adapts beam width across generation levels and online load to control compute. Large-scale online A/B tests show up to 4.2% ad revenue improvement over an existing DLRM-based stack, with consistent gains from both model scaling and inference-time scaling. GR4AD has been fully deployed in Kuaishou advertising system with over 400 million users and achieves high-throughput real-time serving.

Image2Sentence based Asymmetrical Zero-shot Composed Image Retrieval

The task of composed image retrieval (CIR) aims to retrieve images based on the query image and the text describing the users' intent. Existing methods have made great progress with the advanced large vision-language (VL) model in CIR task, however, they generally suffer from two main issues: lack of labeled triplets for model training and difficulty of deployment on resource-restricted environments when deploying the large vision-language model. To tackle the above problems, we propose Image2Sentence based Asymmetric zero-shot composed image retrieval (ISA), which takes advantage of the VL model and only relies on unlabeled images for composition learning. In the framework, we propose a new adaptive token learner that maps an image to a sentence in the word embedding space of VL model. The sentence adaptively captures discriminative visual information and is further integrated with the text modifier. An asymmetric structure is devised for flexible deployment, in which the lightweight model is adopted for the query side while the large VL model is deployed on the gallery side. The global contrastive distillation and the local alignment regularization are adopted for the alignment between the light model and the VL model for CIR task. Our experiments demonstrate that the proposed ISA could better cope with the real retrieval scenarios and further improve retrieval accuracy and efficiency.