Mechanism Design for Generative Engines: From Exploitation toward Win-Win Outcomes

Generative engines are reshaping the web ecosystem by making citations a key mechanism for allocating attention, attribution, and downstream value. This creates a strategic tension: content providers are incentivized to optimize for model citation, while platforms must preserve answer quality and trustworthy attribution. We show that this tension can escalate into citation wars. In repeated simulations, state-of-the-art generative engine optimization (GEO) attacks adapt to conventional defenses by producing citation-seeking rewrites that degrade document quality and introduce unsupported claims. To study this problem, we formulate the supplier--platform interaction as a repeated Stackelberg game with partial monitoring. A local best-response analysis identifies when citation competition approaches an inert stationary outcome. Motivated by this finding, we propose a platform--creator mechanism called VCR based on verifiable-content rewards. Rather than only penalizing suspicious rewrites, the platform also credits rewrites that surface checkable factual substance, aligning creator incentives with answer trustworthiness. Experiments on three benchmarks show that VCR consistently achieves the largest Net defense-utility score, outperforming the strongest baseline by an average of 12.1 percentage points, and produces a win--win outcome under our empirical equivalence criterion.

MLPs are Efficient Distilled Generative Recommenders

Generative recommendation models employing Semantic IDs (SIDs) exhibit strong potential, yet their practical deployment is bottlenecked by the high inference latency of beam-expanded autoregressive decoding. In this work, we identify that standard attention-heavy Transformer decoders represent a structural overkill for this task: the hierarchical nature of SIDs makes prediction difficulty drops sharply after the first token, rendering repeated attention computations highly redundant. Driven by this insight, we propose SID-MLP, a lightweight MLP-centric distillation framework that fundamentally simplifies the decoding paradigm for GR. Instead of executing complex, step-by-step attention mechanisms, our approach captures the global user context in a single operation, decoupled from sequential token prediction. We then distill the heavy autoregressive teacher into position-specific MLP heads, eliminating the dense attention overhead while preserving prefix and context dependencies. Extensive experiments demonstrate that SID-MLP matches the accuracy of teacher models while accelerating inference by 8.74x. Crucially, this distillation strategy can serve as a plug-and-play accelerator for different backbones and tokenizer settings. Furthermore, we introduce SID-MLP++, extending our distillation framework to replace the Transformer encoder, unlocking further latency reductions. Ultimately, our work reveals that decoder-side MLPs distillation is an effective acceleration path for structured SID recommendation, while full encoder replacement offers an additional speed--accuracy trade-off.

How Well Does Generative Recommendation Generalize?

A widely held hypothesis for why generative recommendation (GR) models outperform conventional item ID-based models is that they generalize better. However, there is few systematic way to verify this hypothesis beyond a superficial comparison of overall performance. To address this gap, we categorize each data instance based on the specific capability required for a correct prediction: either memorization (reusing item transition patterns observed during training) or generalization (composing known patterns to predict unseen item transitions). Extensive experiments show that GR models perform better on instances that require generalization, whereas item ID-based models perform better when memorization is more important. To explain this divergence, we shift the analysis from the item level to the token level and show that what appears to be item-level generalization often reduces to token-level memorization for GR models. Finally, we show that the two paradigms are complementary. We propose a simple memorization-aware indicator that adaptively combines them on a per-instance basis, leading to improved overall recommendation performance.