Next-User Retrieval: Enhancing Cold-Start Recommendations via Generative Next-User Modeling

The item cold-start problem is critical for online recommendation systems, as the success of this phase determines whether high-quality new items can transition to popular ones, receive essential feedback to inspire creators, and thus lead to the long-term retention of creators. However, modern recommendation systems still struggle to address item cold-start challenges due to the heavy reliance on item and historical interactions, which are non-trivial for cold-start items lacking sufficient exposure and feedback. Lookalike algorithms provide a promising solution by extending feedback for new items based on lookalike users. Traditional lookalike algorithms face such limitations: (1) failing to effectively model the lookalike users and further improve recommendations with the existing rule- or model-based methods; and (2) struggling to utilize the interaction signals and incorporate diverse features in modern recommendation systems. Inspired by lookalike algorithms, we propose Next-User Retrieval, a novel framework for enhancing cold-start recommendations via generative next-user modeling. Specifically, we employ a transformer-based model to capture the unidirectional relationships among recently interacted users and utilize these sequences to generate the next potential user who is most likely to interact with the item. The additional item features are also integrated as prefix prompt embeddings to assist the next-user generation. The effectiveness of Next-User Retrieval is evaluated through both offline experiments and online A/B tests. Our method achieves significant improvements with increases of 0.0142% in daily active users and +0.1144% in publications in Douyin, showcasing its practical applicability and scalability.