LLaDA-Rec: Discrete Diffusion for Parallel Semantic ID Generation in Generative Recommendation

Generative recommendation represents each item as a semantic ID, i.e., a sequence of discrete tokens, and generates the next item through autoregressive decoding. While effective, existing autoregressive models face two intrinsic limitations: (1) unidirectional constraints, where causal attention restricts each token to attend only to its predecessors, hindering global semantic modeling; and (2) error accumulation, where the fixed left-to-right generation order causes prediction errors in early tokens to propagate to the predictions of subsequent token. To address these issues, we propose LLaDA-Rec, a discrete diffusion framework that reformulates recommendation as parallel semantic ID generation. By combining bidirectional attention with the adaptive generation order, the approach models inter-item and intra-item dependencies more effectively and alleviates error accumulation. Specifically, our approach comprises three key designs: (1) a parallel tokenization scheme that produces semantic IDs for bidirectional modeling, addressing the mismatch between residual quantization and bidirectional architectures; (2) two masking mechanisms at the user-history and next-item levels to capture both inter-item sequential dependencies and intra-item semantic relationships; and (3) an adapted beam search strategy for adaptive-order discrete diffusion decoding, resolving the incompatibility of standard beam search with diffusion-based generation. Experiments on three real-world datasets show that LLaDA-Rec consistently outperforms both ID-based and state-of-the-art generative recommenders, establishing discrete diffusion as a new paradigm for generative recommendation.

PrLM: Learning Explicit Reasoning for Personalized RAG via Contrastive Reward Optimization

Personalized retrieval-augmented generation (RAG) aims to produce user-tailored responses by incorporating retrieved user profiles alongside the input query. Existing methods primarily focus on improving retrieval and rely on large language models (LLMs) to implicitly integrate the retrieved context with the query. However, such models are often sensitive to retrieval quality and may generate responses that are misaligned with user preferences. To address this limitation, we propose PrLM, a reinforcement learning framework that trains LLMs to explicitly reason over retrieved user profiles. Guided by a contrastively trained personalization reward model, PrLM effectively learns from user responses without requiring annotated reasoning paths. Experiments on three personalized text generation datasets show that PrLM outperforms existing methods and remains robust across varying numbers of retrieved profiles and different retrievers.

StyliTruth : Unlocking Stylized yet Truthful LLM Generation via Disentangled Steering

Generating stylized large language model (LLM) responses via representation editing is a promising way for fine-grained output control. However, there exists an inherent trade-off: imposing a distinctive style often degrades truthfulness. Existing representation editing methods, by naively injecting style signals, overlook this collateral impact and frequently contaminate the model's core truthfulness representations, resulting in reduced answer correctness. We term this phenomenon stylization-induced truthfulness collapse. We attribute this issue to latent coupling between style and truth directions in certain key attention heads, and propose StyliTruth, a mechanism that preserves stylization while keeping truthfulness intact. StyliTruth separates the style-relevant and truth-relevant subspaces in the model's representation space via an orthogonal deflation process. This decomposition enables independent control of style and truth in their own subspaces, minimizing interference. By designing adaptive, token-level steering vectors within each subspace, we dynamically and precisely control the generation process to maintain both stylistic fidelity and truthfulness. We validate our method on multiple styles and languages. Extensive experiments and analyses show that StyliTruth significantly reduces stylization-induced truthfulness collapse and outperforms existing inference-time intervention methods in balancing style adherence with truthfulness.

Benefit from Rich: Tackling Search Interaction Sparsity in Search Enhanced Recommendation

In modern online platforms, search and recommendation (S&R) often coexist, offering opportunities for performance improvement through search-enhanced approaches. Existing studies show that incorporating search signals boosts recommendation performance. However, the effectiveness of these methods relies heavily on rich search interactions. They primarily benefit a small subset of users with abundant search behavior, while offering limited improvements for the majority of users who exhibit only sparse search activity. To address the problem of sparse search data in search-enhanced recommendation, we face two key challenges: (1) how to learn useful search features for users with sparse search interactions, and (2) how to design effective training objectives under sparse conditions. Our idea is to leverage the features of users with rich search interactions to enhance those of users with sparse search interactions. Based on this idea, we propose GSERec, a method that utilizes message passing on the User-Code Graphs to alleviate data sparsity in Search-Enhanced Recommendation. Specifically, we utilize Large Language Models (LLMs) with vector quantization to generate discrete codes, which connect similar users and thereby construct the graph. Through message passing on this graph, embeddings of users with rich search data are propagated to enhance the embeddings of users with sparse interactions. To further ensure that the message passing captures meaningful information from truly similar users, we introduce a contrastive loss to better model user similarities. The enhanced user representations are then integrated into downstream search-enhanced recommendation models. Experiments on three real-world datasets show that GSERec consistently outperforms baselines, especially for users with sparse search behaviors.

Bridging Search and Recommendation through Latent Cross Reasoning

Search and recommendation (S&R) are fundamental components of modern online platforms, yet effectively leveraging search behaviors to improve recommendation remains a challenging problem. User search histories often contain noisy or irrelevant signals that can even degrade recommendation performance, while existing approaches typically encode S&R histories either jointly or separately without explicitly identifying which search behaviors are truly useful. Inspired by the human decision-making process, where one first identifies recommendation intent and then reasons about relevant evidence, we design a latent cross reasoning framework that first encodes user S&R histories to capture global interests and then iteratively reasons over search behaviors to extract signals beneficial for recommendation. Contrastive learning is employed to align latent reasoning states with target items, and reinforcement learning is further introduced to directly optimize ranking performance. Extensive experiments on public benchmarks demonstrate consistent improvements over strong baselines, validating the importance of reasoning in enhancing search-aware recommendation.

Similarity = Value? Consultation Value Assessment and Alignment for Personalized Search

Personalized search systems in e-commerce platforms increasingly involve user interactions with AI assistants, where users consult about products, usage scenarios, and more. Leveraging consultation to personalize search services is trending. Existing methods typically rely on semantic similarity to align historical consultations with current queries due to the absence of 'value' labels, but we observe that semantic similarity alone often fails to capture the true value of consultation for personalization. To address this, we propose a consultation value assessment framework that evaluates historical consultations from three novel perspectives: (1) Scenario Scope Value, (2) Posterior Action Value, and (3) Time Decay Value. Based on this, we introduce VAPS, a value-aware personalized search model that selectively incorporates high-value consultations through a consultation-user action interaction module and an explicit objective that aligns consultations with user actions. Experiments on both public and commercial datasets show that VAPS consistently outperforms baselines in both retrieval and ranking tasks.

Unified Generative Search and Recommendation

Modern commercial platforms typically offer both search and recommendation functionalities to serve diverse user needs, making joint modeling of these tasks an appealing direction. While prior work has shown that integrating search and recommendation can be mutually beneficial, it also reveals a performance trade-off: enhancements in one task often come at the expense of the other. This challenge arises from their distinct information requirements: search emphasizes semantic relevance between queries and items, whereas recommendation depends more on collaborative signals among users and items. Effectively addressing this trade-off requires tackling two key problems: (1) integrating both semantic and collaborative signals into item representations, and (2) guiding the model to distinguish and adapt to the unique demands of search and recommendation. The emergence of generative retrieval with Large Language Models (LLMs) presents new possibilities. This paradigm encodes items as identifiers and frames both search and recommendation as sequential generation tasks, offering the flexibility to leverage multiple identifiers and task-specific prompts. In light of this, we introduce GenSAR, a unified generative framework for balanced search and recommendation. Our approach designs dual-purpose identifiers and tailored training strategies to incorporate complementary signals and align with task-specific objectives. Experiments on both public and commercial datasets demonstrate that GenSAR effectively reduces the trade-off and achieves state-of-the-art performance on both tasks.

Test-Time Alignment for Tracking User Interest Shifts in Sequential Recommendation

Sequential recommendation is essential in modern recommender systems, aiming to predict the next item a user may interact with based on their historical behaviors. However, real-world scenarios are often dynamic and subject to shifts in user interests. Conventional sequential recommendation models are typically trained on static historical data, limiting their ability to adapt to such shifts and resulting in significant performance degradation during testing. Recently, Test-Time Training (TTT) has emerged as a promising paradigm, enabling pre-trained models to dynamically adapt to test data by leveraging unlabeled examples during testing. However, applying TTT to effectively track and address user interest shifts in recommender systems remains an open and challenging problem. Key challenges include how to capture temporal information effectively and explicitly identifying shifts in user interests during the testing phase. To address these issues, we propose T$^2$ARec, a novel model leveraging state space model for TTT by introducing two Test-Time Alignment modules tailored for sequential recommendation, effectively capturing the distribution shifts in user interest patterns over time. Specifically, T$^2$ARec aligns absolute time intervals with model-adaptive learning intervals to capture temporal dynamics and introduce an interest state alignment mechanism to effectively and explicitly identify the user interest shifts with theoretical guarantees. These two alignment modules enable efficient and incremental updates to model parameters in a self-supervised manner during testing, enhancing predictions for online recommendation. Extensive evaluations on three benchmark datasets demonstrate that T$^2$ARec achieves state-of-the-art performance and robustly mitigates the challenges posed by user interest shifts.

Think Before Recommend: Unleashing the Latent Reasoning Power for Sequential Recommendation

Sequential Recommendation (SeqRec) aims to predict the next item by capturing sequential patterns from users' historical interactions, playing a crucial role in many real-world recommender systems. However, existing approaches predominantly adopt a direct forward computation paradigm, where the final hidden state of the sequence encoder serves as the user representation. We argue that this inference paradigm, due to its limited computational depth, struggles to model the complex evolving nature of user preferences and lacks a nuanced understanding of long-tail items, leading to suboptimal performance. To address this issue, we propose \textbf{ReaRec}, the first inference-time computing framework for recommender systems, which enhances user representations through implicit multi-step reasoning. Specifically, ReaRec autoregressively feeds the sequence's last hidden state into the sequential recommender while incorporating special reasoning position embeddings to decouple the original item encoding space from the multi-step reasoning space. Moreover, we introduce two lightweight reasoning-based learning methods, Ensemble Reasoning Learning (ERL) and Progressive Reasoning Learning (PRL), to further effectively exploit ReaRec's reasoning potential. Extensive experiments on five public real-world datasets and different SeqRec architectures demonstrate the generality and effectiveness of our proposed ReaRec. Remarkably, post-hoc analyses reveal that ReaRec significantly elevates the performance ceiling of multiple sequential recommendation backbones by approximately 30\%-50\%. Thus, we believe this work can open a new and promising avenue for future research in inference-time computing for sequential recommendation.

Modeling Domain and Feedback Transitions for Cross-Domain Sequential Recommendation

Nowadays, many recommender systems encompass various domains to cater to users' diverse needs, leading to user behaviors transitioning across different domains. In fact, user behaviors across different domains reveal changes in preference toward recommended items. For instance, a shift from negative feedback to positive feedback indicates improved user satisfaction. However, existing cross-domain sequential recommendation methods typically model user interests by focusing solely on information about domain transitions, often overlooking the valuable insights provided by users' feedback transitions. In this paper, we propose $\text{Transition}^2$, a novel method to model transitions across both domains and types of user feedback. Specifically, $\text{Transition}^2$ introduces a transition-aware graph encoder based on user history, assigning different weights to edges according to the feedback type. This enables the graph encoder to extract historical embeddings that capture the transition information between different domains and feedback types. Subsequently, we encode the user history using a cross-transition multi-head self-attention, incorporating various masks to distinguish different types of transitions. Finally, we integrate these modules to make predictions across different domains. Experimental results on two public datasets demonstrate the effectiveness of $\text{Transition}^2$.