Multimodal Generative Retrieval Model with Staged Pretraining for Food Delivery on Meituan

Multimodal retrieval models are becoming increasingly important in scenarios such as food delivery, where rich multimodal features can meet diverse user needs and enable precise retrieval. Mainstream approaches typically employ a dual-tower architecture between queries and items, and perform joint optimization of intra-tower and inter-tower tasks. However, we observe that joint optimization often leads to certain modalities dominating the training process, while other modalities are neglected. In addition, inconsistent training speeds across modalities can easily result in the one-epoch problem. To address these challenges, we propose a staged pretraining strategy, which guides the model to focus on specialized tasks at each stage, enabling it to effectively attend to and utilize multimodal features, and allowing flexible control over the training process at each stage to avoid the one-epoch problem. Furthermore, to better utilize the semantic IDs that compress high-dimensional multimodal embeddings, we design both generative and discriminative tasks to help the model understand the associations between SIDs, queries, and item features, thereby improving overall performance. Extensive experiments on large-scale real-world Meituan data demonstrate that our method achieves improvements of 3.80%, 2.64%, and 2.17% on R@5, R@10, and R@20, and 5.10%, 4.22%, and 2.09% on N@5, N@10, and N@20 compared to mainstream baselines. Online A/B testing on the Meituan platform shows that our approach achieves a 1.12% increase in revenue and a 1.02% increase in click-through rate, validating the effectiveness and superiority of our method in practical applications.

DOS: Dual-Flow Orthogonal Semantic IDs for Recommendation in Meituan

Semantic IDs serve as a key component in generative recommendation systems. They not only incorporate open-world knowledge from large language models (LLMs) but also compress the semantic space to reduce generation difficulty. However, existing methods suffer from two major limitations: (1) the lack of contextual awareness in generation tasks leads to a gap between the Semantic ID codebook space and the generation space, resulting in suboptimal recommendations; and (2) suboptimal quantization methods exacerbate semantic loss in LLMs. To address these issues, we propose Dual-Flow Orthogonal Semantic IDs (DOS) method. Specifically, DOS employs a user-item dual flow-framework that leverages collaborative signals to align the Semantic ID codebook space with the generation space. Furthermore, we introduce an orthogonal residual quantization scheme that rotates the semantic space to an appropriate orientation, thereby maximizing semantic preservation. Extensive offline experiments and online A/B testing demonstrate the effectiveness of DOS. The proposed method has been successfully deployed in Meituan's mobile application, serving hundreds of millions of users.

Unleashing the Potential of Sparse Attention on Long-term Behaviors for CTR Prediction

In recent years, the success of large language models (LLMs) has driven the exploration of scaling laws in recommender systems. However, models that demonstrate scaling laws are actually challenging to deploy in industrial settings for modeling long sequences of user behaviors, due to the high computational complexity of the standard self-attention mechanism. Despite various sparse self-attention mechanisms proposed in other fields, they are not fully suited for recommendation scenarios. This is because user behaviors exhibit personalization and temporal characteristics: different users have distinct behavior patterns, and these patterns change over time, with data from these users differing significantly from data in other fields in terms of distribution. To address these challenges, we propose SparseCTR, an efficient and effective model specifically designed for long-term behaviors of users. To be precise, we first segment behavior sequences into chunks in a personalized manner to avoid separating continuous behaviors and enable parallel processing of sequences. Based on these chunks, we propose a three-branch sparse self-attention mechanism to jointly identify users' global interests, interest transitions, and short-term interests. Furthermore, we design a composite relative temporal encoding via learnable, head-specific bias coefficients, better capturing sequential and periodic relationships among user behaviors. Extensive experimental results show that SparseCTR not only improves efficiency but also outperforms state-of-the-art methods. More importantly, it exhibits an obvious scaling law phenomenon, maintaining performance improvements across three orders of magnitude in FLOPs. In online A/B testing, SparseCTR increased CTR by 1.72\% and CPM by 1.41\%. Our source code is available at https://github.com/laiweijiang/SparseCTR.

Reassessing the Role of Supervised Fine-Tuning: An Empirical Study in VLM Reasoning

Recent advances in vision-language models (VLMs) reasoning have been largely attributed to the rise of reinforcement Learning (RL), which has shifted the community's focus away from the supervised fine-tuning (SFT) paradigm. Many studies suggest that introducing the SFT stage not only fails to improve reasoning ability but may also negatively impact model training. In this study, we revisit this RL-centric belief through a systematic and controlled comparison of SFT and RL on VLM Reasoning. Using identical data sources, we find that the relative effectiveness of SFT and RL is conditional and strongly influenced by model capacity, data scale, and data distribution. Contrary to common assumptions, our findings show that SFT plays a crucial role across several scenarios: (1) Effectiveness for weaker models. SFT more reliably elicits reasoning capabilities in smaller or weaker VLMs. (2) Data efficiency. SFT with only 2K achieves comparable or better reasoning performance to RL with 20K. (3) Cross-modal transferability. SFT demonstrates stronger generalization across modalities. Moreover, we identify a pervasive issue of deceptive rewards, where higher rewards fail to correlate with better reasoning accuracy in RL. These results challenge the prevailing "RL over SFT" narrative. They highlight that the role of SFT may have been underestimated and support a more balanced post-training pipeline in which SFT and RL function as complementary components.

AI-Salesman: Towards Reliable Large Language Model Driven Telemarketing

Goal-driven persuasive dialogue, exemplified by applications like telemarketing, requires sophisticated multi-turn planning and strict factual faithfulness, which remains a significant challenge for even state-of-the-art Large Language Models (LLMs). A lack of task-specific data often limits previous works, and direct LLM application suffers from strategic brittleness and factual hallucination. In this paper, we first construct and release TeleSalesCorpus, the first real-world-grounded dialogue dataset for this domain. We then propose AI-Salesman, a novel framework featuring a dual-stage architecture. For the training stage, we design a Bayesian-supervised reinforcement learning algorithm that learns robust sales strategies from noisy dialogues. For the inference stage, we introduce the Dynamic Outline-Guided Agent (DOGA), which leverages a pre-built script library to provide dynamic, turn-by-turn strategic guidance. Moreover, we design a comprehensive evaluation framework that combines fine-grained metrics for key sales skills with the LLM-as-a-Judge paradigm. Experimental results demonstrate that our proposed AI-Salesman significantly outperforms baseline models in both automatic metrics and comprehensive human evaluations, showcasing its effectiveness in complex persuasive scenarios.

You Only Evaluate Once: A Tree-based Rerank Method at Meituan

Reranking plays a crucial role in modern recommender systems by capturing the mutual influences within the list. Due to the inherent challenges of combinatorial search spaces, most methods adopt a two-stage search paradigm: a simple General Search Unit (GSU) efficiently reduces the candidate space, and an Exact Search Unit (ESU) effectively selects the optimal sequence. These methods essentially involve making trade-offs between effectiveness and efficiency, while suffering from a severe \textbf{inconsistency problem}, that is, the GSU often misses high-value lists from ESU. To address this problem, we propose YOLOR, a one-stage reranking method that removes the GSU while retaining only the ESU. Specifically, YOLOR includes: (1) a Tree-based Context Extraction Module (TCEM) that hierarchically aggregates multi-scale contextual features to achieve "list-level effectiveness", and (2) a Context Cache Module (CCM) that enables efficient feature reuse across candidate permutations to achieve "permutation-level efficiency". Extensive experiments across public and industry datasets validate YOLOR's performance, and we have successfully deployed YOLOR on the Meituan food delivery platform.

NGA: Non-autoregressive Generative Auction with Global Externalities for Advertising Systems

Online advertising auctions are fundamental to internet commerce, demanding solutions that not only maximize revenue but also ensure incentive compatibility, high-quality user experience, and real-time efficiency. While recent learning-based auction frameworks have improved context modeling by capturing intra-list dependencies among ads, they remain limited in addressing global externalities and often suffer from inefficiencies caused by sequential processing. In this work, we introduce the Non-autoregressive Generative Auction with global externalities (NGA), a novel end-to-end framework designed for industrial online advertising. NGA explicitly models global externalities by jointly capturing the relationships among ads as well as the effects of adjacent organic content. To further enhance efficiency, NGA utilizes a non-autoregressive, constraint-based decoding strategy and a parallel multi-tower evaluator for unified list-wise reward and payment computation. Extensive offline experiments and large-scale online A/B testing on commercial advertising platforms demonstrate that NGA consistently outperforms existing methods in both effectiveness and efficiency.

One Model to Rank Them All: Unifying Online Advertising with End-to-End Learning

Modern industrial advertising systems commonly employ Multi-stage Cascading Architectures (MCA) to balance computational efficiency with ranking accuracy. However, this approach presents two fundamental challenges: (1) performance inconsistencies arising from divergent optimization targets and capability differences between stages, and (2) failure to account for advertisement externalities - the complex interactions between candidate ads during ranking. These limitations ultimately compromise system effectiveness and reduce platform profitability. In this paper, we present UniROM, an end-to-end generative architecture that Unifies online advertising Ranking as One Model. UniROM replaces cascaded stages with a single model to directly generate optimal ad sequences from the full candidate ad corpus in location-based services (LBS). The primary challenges associated with this approach stem from high costs of feature processing and computational bottlenecks in modeling externalities of large-scale candidate pools. To address these challenges, UniROM introduces an algorithm and engine co-designed hybrid feature service to decouple user and ad feature processing, reducing latency while preserving expressiveness. To efficiently extract intra- and cross-sequence mutual information, we propose RecFormer with an innovative cluster-attention mechanism as its core architectural component. Furthermore, we propose a bi-stage training strategy that integrates pre-training with reinforcement learning-based post-training to meet sophisticated platform and advertising objectives. Extensive offline evaluations on public benchmarks and large-scale online A/B testing on industrial advertising platform have demonstrated the superior performance of UniROM over state-of-the-art MCAs.

Beyond Cascaded Architectures: An End-to-end Generative Framework for Industrial Advertising

Traditional online industrial advertising systems suffer from the limitations of multi-stage cascaded architectures, which often discard high-potential candidates prematurely and distribute decision logic across disconnected modules. While recent generative recommendation approaches provide end-to-end solutions, they fail to address critical advertising requirements of key components for real-world deployment, such as explicit bidding, creative selection, ad allocation, and payment computation. To bridge this gap, we introduce End-to-End Generative Advertising (EGA), the first unified framework that holistically models user interests, point-of-interest (POI) and creative generation, ad allocation, and payment optimization within a single generative model. Our approach employs hierarchical tokenization and multi-token prediction to jointly generate POI recommendations and ad creatives, while a permutation-aware reward model and token-level bidding strategy ensure alignment with both user experiences and advertiser objectives. Additionally, we decouple allocation from payment using a differentiable ex-post regret minimization mechanism, guaranteeing approximate incentive compatibility at the POI level. Through extensive offline evaluations and large-scale online experiments on real-world advertising platforms, we demonstrate that EGA significantly outperforms traditional cascaded systems in both performance and practicality. Our results highlight its potential as a pioneering fully generative advertising solution, paving the way for next-generation industrial ad systems.

NLGR: Utilizing Neighbor Lists for Generative Rerank in Personalized Recommendation Systems

Reranking plays a crucial role in modern multi-stage recommender systems by rearranging the initial ranking list. Due to the inherent challenges of combinatorial search spaces, some current research adopts an evaluator-generator paradigm, with a generator generating feasible sequences and an evaluator selecting the best sequence based on the estimated list utility. However, these methods still face two issues. Firstly, due to the goal inconsistency problem between the evaluator and generator, the generator tends to fit the local optimal solution of exposure distribution rather than combinatorial space optimization. Secondly, the strategy of generating target items one by one is difficult to achieve optimality because it ignores the information of subsequent items. To address these issues, we propose a utilizing Neighbor Lists model for Generative Reranking (NLGR), which aims to improve the performance of the generator in the combinatorial space. NLGR follows the evaluator-generator paradigm and improves the generator's training and generating methods. Specifically, we use neighbor lists in combination space to enhance the training process, making the generator perceive the relative scores and find the optimization direction. Furthermore, we propose a novel sampling-based non-autoregressive generation method, which allows the generator to jump flexibly from the current list to any neighbor list. Extensive experiments on public and industrial datasets validate NLGR's effectiveness and we have successfully deployed NLGR on the Meituan food delivery platform.