OneLoc: Geo-Aware Generative Recommender Systems for Local Life Service

Local life service is a vital scenario in Kuaishou App, where video recommendation is intrinsically linked with store's location information. Thus, recommendation in our scenario is challenging because we should take into account user's interest and real-time location at the same time. In the face of such complex scenarios, end-to-end generative recommendation has emerged as a new paradigm, such as OneRec in the short video scenario, OneSug in the search scenario, and EGA in the advertising scenario. However, in local life service, an end-to-end generative recommendation model has not yet been developed as there are some key challenges to be solved. The first challenge is how to make full use of geographic information. The second challenge is how to balance multiple objectives, including user interests, the distance between user and stores, and some other business objectives. To address the challenges, we propose OneLoc. Specifically, we leverage geographic information from different perspectives: (1) geo-aware semantic ID incorporates both video and geographic information for tokenization, (2) geo-aware self-attention in the encoder leverages both video location similarity and user's real-time location, and (3) neighbor-aware prompt captures rich context information surrounding users for generation. To balance multiple objectives, we use reinforcement learning and propose two reward functions, i.e., geographic reward and GMV reward. With the above design, OneLoc achieves outstanding offline and online performance. In fact, OneLoc has been deployed in local life service of Kuaishou App. It serves 400 million active users daily, achieving 21.016% and 17.891% improvements in terms of gross merchandise value (GMV) and orders numbers.

FIM: Frequency-Aware Multi-View Interest Modeling for Local-Life Service Recommendation

People's daily lives involve numerous periodic behaviors, such as eating and traveling. Local-life platforms cater to these recurring needs by providing essential services tied to daily routines. Therefore, users' periodic intentions are reflected in their interactions with the platforms. There are two main challenges in modeling users' periodic behaviors in the local-life service recommendation systems: 1) the diverse demands of users exhibit varying periodicities, which are difficult to distinguish as they are mixed in the behavior sequences; 2) the periodic behaviors of users are subject to dynamic changes due to factors such as holidays and promotional events. Existing methods struggle to distinguish the periodicities of diverse demands and overlook the importance of dynamically capturing changes in users' periodic behaviors. To this end, we employ a Frequency-Aware Multi-View Interest Modeling framework (FIM). Specifically, we propose a multi-view search strategy that decomposes users' demands from different perspectives to separate their various periodic intentions. This allows the model to comprehensively extract their periodic features than category-searched-only methods. Moreover, we propose a frequency-domain perception and evolution module. This module uses the Fourier Transform to convert users' temporal behaviors into the frequency domain, enabling the model to dynamically perceive their periodic features. Extensive offline experiments demonstrate that FIM achieves significant improvements on public and industrial datasets, showing its capability to effectively model users' periodic intentions. Furthermore, the model has been deployed on the Kuaishou local-life service platform. Through online A/B experiments, the transaction volume has been significantly improved.