Selective Test-Time Compute Scaling for Click-Through Rate Prediction via Uncertainty-Triggered Feature Path Exploration

Scaling test-time compute has proven highly effective for language models, yet this opportunity remains largely unexplored for industrial Click-Through Rate (CTR) prediction. CTR models suffer from a fundamental asymmetry: feature combinations well-represented in training yield confident predictions, while sparsely observed ones produce unreliable outputs. Existing training-phase solutions such as adaptive gating learn a fixed selection function subject to the same sparsity, offering no per-instance recourse at deployment.We propose UTTSI (Uncertainty-Triggered Test-Time Selective Inference), a training-free model-agnostic framework that scales inference depth proportionally to per-instance uncertainty. A dual-signal estimator combining model logit confidence with a data-level frequency prior distinguishes epistemic uncertainty from aleatoric ambiguity. Every instance undergoes adaptive feature filtering to remove unreliable embeddings; uncertain instances additionally receive stochastic feature-path explorations whose predictions are aggregated via consistency-weighted ensembling. Confident instances bypass exploration entirely, keeping average overhead at approximately $2.8\times$ base model cost with worst-case latency unchanged.Experiments on four datasets with three backbone architectures demonstrate consistent, statistically significant gains over all training-phase baselines. A seven-day online A/B test further confirms a 5.3% relative CTR gain ($p < 0.01$), establishing selective test-time compute allocation as a practical complement to training-phase advances for CTR prediction.

Self-Balancing Gradient Allocation for Heterogeneity-Aware Feature Generation in Click-Through Rate Prediction

Generative pre-training via discrete diffusion provides dense reconstruction supervision across all feature fields simultaneously, mitigating representation collapse from data sparsity in CTR prediction. However, all existing generative CTR methods share a fundamental limitation: the reconstruction objective assigns equal training weight to every feature field, ignoring the profound heterogeneity of reconstruction difficulty across high-cardinality ID fields, sparse categorical attributes, numerical values, and behavioral sequences. This causes easy fields to dominate training gradients while the hardest but most informative fields remain chronically underfit, a problem we term the generative difficulty imbalance.We propose HeteGenCTR, which resolves this imbalance through per-field learnable difficulty parameters jointly trained with the denoising network. This unified signal drives two coordinated components without additional hyperparameters: a self-balancing loss that automatically reallocates gradient budget toward harder fields with a provably stable equilibrium, and a difficulty-guided attention mechanism that suppresses the influence of already-converged easy fields while amplifying cross-field information flow toward hard fields. Both components share the same learned signal and remain mutually consistent throughout training. Experiments on five CTR benchmarks and a seven-day online A/B test demonstrate consistent, statistically significant improvements over state-of-the-art baselines, with disproportionate gains for cold-start and long-tail users.

Beyond Dense Connectivity: Explicit Sparsity for Scalable Recommendation

Recent progress in scaling large models has motivated recommender systems to increase model depth and capacity to better leverage massive behavioral data. However, recommendation inputs are high-dimensional and extremely sparse, and simply scaling dense backbones (e.g., deep MLPs) often yields diminishing returns or even performance degradation. Our analysis of industrial CTR models reveals a phenomenon of implicit connection sparsity: most learned connection weights tend towards zero, while only a small fraction remain prominent. This indicates a structural mismatch between dense connectivity and sparse recommendation data; by compelling the model to process vast low-utility connections instead of valid signals, the dense architecture itself becomes the primary bottleneck to effective pattern modeling. We propose \textbf{SSR} (Explicit \textbf{S}parsity for \textbf{S}calable \textbf{R}ecommendation), a framework that incorporates sparsity explicitly into the architecture. SSR employs a multi-view "filter-then-fuse" mechanism, decomposing inputs into parallel views for dimension-level sparse filtering followed by dense fusion. Specifically, we realize the sparsity via two strategies: a Static Random Filter that achieves efficient structural sparsity via fixed dimension subsets, and Iterative Competitive Sparse (ICS), a differentiable dynamic mechanism that employs bio-inspired competition to adaptively retain high-response dimensions. Experiments on three public datasets and a billion-scale industrial dataset from AliExpress (a global e-commerce platform) show that SSR outperforms state-of-the-art baselines under similar budgets. Crucially, SSR exhibits superior scalability, delivering continuous performance gains where dense models saturate.

RCLRec: Reverse Curriculum Learning for Modeling Sparse Conversions in Generative Recommendation

Conversion objectives in large-scale recommender systems are sparse, making them difficult to optimize. Generative recommendation (GR) partially alleviates data sparsity by organizing multi-type behaviors into a unified token sequence with shared representations, but conversion signals remain insufficiently modeled. While recent behavior-aware GR models encode behavior types and employ behavior-aware attention to highlight decision-related intermediate behaviors, they still rely on standard attention over the full history and provide no additional supervision for conversions, leaving conversion sparsity largely unresolved. To address these challenges, we propose RCLRec, a reverse curriculum learning-based GR framework for sparse conversion supervision. For each conversion target, RCLRec constructs a short curriculum by selecting a subsequence of conversion-related items from the history in reverse. Their semantic tokens are fed to the decoder as a prefix, together with the target conversion tokens, under a joint generation objective. This design provides additional instance-specific intermediate supervision, alleviating conversion sparsity and focusing the model on the user's critical decision process. We further introduce a curriculum quality-aware loss to ensure that the selected curricula are informative for conversion prediction. Experiments on offline datasets and an online A/B test show that RCLRec achieves superior performance, with +2.09% advertising revenue and +1.86% orders in online deployment.

Rethinking Recommendation Paradigms: From Pipelines to Agentic Recommender Systems

Large-scale industrial recommenders typically use a fixed multi-stage pipeline (recall, ranking, re-ranking) and have progressed from collaborative filtering to deep and large pre-trained models. However, both multi-stage and so-called One Model designs remain essentially static: models are black boxes, and system improvement relies on manual hypotheses and engineering, which is hard to scale under heterogeneous data and multi-objective business constraints. We propose an Agentic Recommender System (AgenticRS) that reorganizes key modules as agents. Modules are promoted to agents only when they form a functionally closed loop, can be independently evaluated, and possess an evolvable decision space. For model agents, we outline two self-evolution mechanisms: reinforcement learning style optimization in well-defined action spaces, and large language model based generation and selection of new architectures and training schemes in open-ended design spaces. We further distinguish individual evolution of single agents from compositional evolution over how multiple agents are selected and connected, and use a layered inner and outer reward design to couple local optimization with global objectives. This provides a concise blueprint for turning static pipelines into self-evolving agentic recommender systems.

AgenticRS-Architecture: System Design for Agentic Recommender Systems

AutoModel is an agent based architecture for the full lifecycle of industrial recommender systems. Instead of a fixed recall and ranking pipeline, AutoModel organizes recommendation as a set of interacting evolution agents with long term memory and self improvement capability. We instantiate three core agents along the axes of models, features, and resources: AutoTrain for model design and training, AutoFeature for data analysis and feature evolution, and AutoPerf for performance, deployment, and online experimentation. A shared coordination and knowledge layer connects these agents and records decisions, configurations, and outcomes. Through a case study of a module called paper autotrain, we show how AutoTrain automates paper driven model reproduction by closing the loop from method parsing to code generation, large scale training, and offline comparison, reducing manual effort for method transfer. AutoModel enables locally automated yet globally aligned evolution of large scale recommender systems and can be generalized to other AI systems such as search and advertising.

Quality Over Clicks: Intrinsic Quality-Driven Iterative Reinforcement Learning for Cold-Start E-Commerce Query Suggestion

Existing dialogue systems rely on Query Suggestion (QS) to enhance user engagement. Recent efforts typically employ large language models with Click-Through Rate (CTR) model, yet fail in cold-start scenarios due to their heavy reliance on abundant online click data for effective CTR model training. To bridge this gap, we propose Cold-EQS, an iterative reinforcement learning framework for Cold-Start E-commerce Query Suggestion (EQS). Specifically, we leverage answerability, factuality, and information gain as reward to continuously optimize the quality of suggested queries. To continuously optimize our QS model, we estimate uncertainty for grouped candidate suggested queries to select hard and ambiguous samples from online user queries lacking click signals. In addition, we provide an EQS-Benchmark comprising 16,949 online user queries for offline training and evaluation. Extensive offline and online experiments consistently demonstrate a strong positive correlation between online and offline effectiveness. Both offline and online experimental results demonstrate the superiority of our Cold-EQS, achieving a significant +6.81% improvement in online chatUV.

GateSID: Adaptive Gating for Semantic-Collaborative Alignment in Cold-Start Recommendation

In cold-start scenarios, the scarcity of collaborative signals for new items exacerbates the Matthew effect, which undermines platform diversity and remains a persistent challenge in real-world recommender systems. Existing methods typically enhance collaborative signals with semantic information, but they often suffer from a collaborative-semantic tradeoff: collaborative signals are effective for popular items but unreliable for cold-start items, whereas over-reliance on semantic information may obscure meaningful collaborative differences. To address this issue, we propose GateSID, a framework that uses an adaptive gating network to dynamically balance semantic and collaborative signals according to item maturity. Specifically, we first discretize multimodal features into hierarchical Semantic IDs using Residual Quantized VAE. Building on this representation, we design two key components: (1) Gating-Fused Shared Attention, which fuses intra-modal attention distributions with item-level gating weights derived from embeddings and statistical features; and (2) Gate-Regulated Contrastive Alignment, which adaptively calibrates cross-modal alignment, enforcing stronger semantic-behavior consistency for cold-start items while relaxing the constraint for popular items to preserve reliable collaborative signals. Extensive offline experiments on large-scale industrial datasets demonstrate that GateSID consistently outperforms strong baselines. Online A/B tests further confirm its practical value, yielding +2.6% GMV, +1.1% CTR, and +1.6% orders with less than 5 ms additional latency.

AgenticRS-EnsNAS: Ensemble-Decoupled Self-Evolving Architecture Search

Neural Architecture Search (NAS) deployment in industrial production systems faces a fundamental validation bottleneck: verifying a single candidate architecture pi requires evaluating the deployed ensemble of M models, incurring prohibitive O(M) computational cost per candidate. This cost barrier severely limits architecture iteration frequency in real-world applications where ensembles (M=50-200) are standard for robustness. This work introduces Ensemble-Decoupled Architecture Search, a framework that leverages ensemble theory to predict system-level performance from single-learner evaluation. We establish the Ensemble-Decoupled Theory with a sufficient condition for monotonic ensemble improvement under homogeneity assumptions: a candidate architecture pi yields lower ensemble error than the current baseline if rho(pi) < rho(pi_old) - (M / (M - 1)) * (Delta E(pi) / sigma^2(pi)), where Delta E, rho, and sigma^2 are estimable from lightweight dual-learner training. This decouples architecture search from full ensemble training, reducing per-candidate search cost from O(M) to O(1) while maintaining O(M) deployment cost only for validated winners. We unify solution strategies across pipeline continuity: (1) closed-form optimization for tractable continuous pi (exemplified by feature bagging in CTR prediction), (2) constrained differentiable optimization for intractable continuous pi, and (3) LLM-driven search with iterative monotonic acceptance for discrete pi. The framework reveals two orthogonal improvement mechanisms -- base diversity gain and accuracy gain -- providing actionable design principles for industrial-scale NAS. All theoretical derivations are rigorous with detailed proofs deferred to the appendix. Comprehensive empirical validation will be included in the journal extension of this work.

Shopping Companion: A Memory-Augmented LLM Agent for Real-World E-Commerce Tasks

In e-commerce, LLM agents show promise for shopping tasks such as recommendations, budgeting, and bundle deals, where accurately capturing user preferences from long-term conversations is critical. However, two challenges hinder realizing this potential: (1) the absence of benchmarks for evaluating long-term preference-aware shopping tasks, and (2) the lack of end-to-end optimization due to existing designs that treat preference identification and shopping assistance as separate components. In this paper, we introduce a novel benchmark with a long-term memory setup, spanning two shopping tasks over 1.2 million real-world products, and propose Shopping Companion, a unified framework that jointly tackles memory retrieval and shopping assistance while supporting user intervention. To train such capabilities, we develop a dual-reward reinforcement learning strategy with tool-wise rewards to handle the sparse and discontinuous rewards inherent in multi-turn interactions. Experimental results demonstrate that even state-of-the-art models (such as GPT-5) achieve success rates under 70% on our benchmark, highlighting the significant challenges in this domain. Notably, our lightweight LLM, trained with Shopping Companion, consistently outperforms strong baselines, achieving better preference capture and task performance, which validates the effectiveness of our unified design.