Controlling Output Rankings in Generative Engines for LLM-based Search

The way customers search for and choose products is changing with the rise of large language models (LLMs). LLM-based search, or generative engines, provides direct product recommendations to users, rather than traditional online search results that require users to explore options themselves. However, these recommendations are strongly influenced by the initial retrieval order of LLMs, which disadvantages small businesses and independent creators by limiting their visibility. In this work, we propose CORE, an optimization method that \textbf{C}ontrols \textbf{O}utput \textbf{R}ankings in g\textbf{E}nerative Engines for LLM-based search. Since the LLM's interactions with the search engine are black-box, CORE targets the content returned by search engines as the primary means of influencing output rankings. Specifically, CORE optimizes retrieved content by appending strategically designed optimization content to steer the ranking of outputs. We introduce three types of optimization content: string-based, reasoning-based, and review-based, demonstrating their effectiveness in shaping output rankings. To evaluate CORE in realistic settings, we introduce ProductBench, a large-scale benchmark with 15 product categories and 200 products per category, where each product is associated with its top-10 recommendations collected from Amazon's search interface. Extensive experiments on four LLMs with search capabilities (GPT-4o, Gemini-2.5, Claude-4, and Grok-3) demonstrate that CORE achieves an average Promotion Success Rate of \textbf{91.4\% @Top-5}, \textbf{86.6\% @Top-3}, and \textbf{80.3\% @Top-1}, across 15 product categories, outperforming existing ranking manipulation methods while preserving the fluency of optimized content.

Multimodal Generative Recommendation for Fusing Semantic and Collaborative Signals

Sequential recommender systems rank relevant items by modeling a user's interaction history and computing the inner product between the resulting user representation and stored item embeddings. To avoid the significant memory overhead of storing large item sets, the generative recommendation paradigm instead models each item as a series of discrete semantic codes. Here, the next item is predicted by an autoregressive model that generates the code sequence corresponding to the predicted item. However, despite promising ranking capabilities on small datasets, these methods have yet to surpass traditional sequential recommenders on large item sets, limiting their adoption in the very scenarios they were designed to address. To resolve this, we propose MSCGRec, a Multimodal Semantic and Collaborative Generative Recommender. MSCGRec incorporates multiple semantic modalities and introduces a novel self-supervised quantization learning approach for images based on the DINO framework. Additionally, MSCGRec fuses collaborative and semantic signals by extracting collaborative features from sequential recommenders and treating them as a separate modality. Finally, we propose constrained sequence learning that restricts the large output space during training to the set of permissible tokens. We empirically demonstrate on three large real-world datasets that MSCGRec outperforms both sequential and generative recommendation baselines and provide an extensive ablation study to validate the impact of each component.

Unifying Ranking and Generation in Query Auto-Completion via Retrieval-Augmented Generation and Multi-Objective Alignment

Query Auto-Completion (QAC) suggests query completions as users type, helping them articulate intent and reach results more efficiently. Existing approaches face fundamental challenges: traditional retrieve-and-rank pipelines have limited long-tail coverage and require extensive feature engineering, while recent generative methods suffer from hallucination and safety risks. We present a unified framework that reformulates QAC as end-to-end list generation through Retrieval-Augmented Generation (RAG) and multi-objective Direct Preference Optimization (DPO). Our approach combines three key innovations: (1) reformulating QAC as end-to-end list generation with multi-objective optimization; (2) defining and deploying a suite of rule-based, model-based, and LLM-as-judge verifiers for QAC, and using them in a comprehensive methodology that combines RAG, multi-objective DPO, and iterative critique-revision for high-quality synthetic data; (3) a hybrid serving architecture enabling efficient production deployment under strict latency constraints. Evaluation on a large-scale commercial search platform demonstrates substantial improvements: offline metrics show gains across all dimensions, human evaluation yields +0.40 to +0.69 preference scores, and a controlled online experiment achieves 5.44\% reduction in keystrokes and 3.46\% increase in suggestion adoption, validating that unified generation with RAG and multi-objective alignment provides an effective solution for production QAC. This work represents a paradigm shift to end-to-end generation powered by large language models, RAG, and multi-objective alignment, establishing a production-validated framework that can benefit the broader search and recommendation industry.

OneMall: One Architecture, More Scenarios -- End-to-End Generative Recommender Family at Kuaishou E-Commerce

In the wave of generative recommendation, we present OneMall, an end-to-end generative recommendation framework tailored for e-commerce services at Kuaishou. Our OneMall systematically unifies the e-commerce's multiple item distribution scenarios, such as Product-card, short-video and live-streaming. Specifically, it comprises three key components, aligning the entire model training pipeline to the LLM's pre-training/post-training: (1) E-commerce Semantic Tokenizer: we provide a tokenizer solution that captures both real-world semantics and business-specific item relations across different scenarios; (2) Transformer-based Architecture: we largely utilize Transformer as our model backbone, e.g., employing Query-Former for long sequence compression, Cross-Attention for multi-behavior sequence fusion, and Sparse MoE for scalable auto-regressive generation; (3) Reinforcement Learning Pipeline: we further connect retrieval and ranking models via RL, enabling the ranking model to serve as a reward signal for end-to-end policy retrieval model optimization. Extensive experiments demonstrate that OneMall achieves consistent improvements across all e-commerce scenarios: +13.01\% GMV in product-card, +15.32\% Orders in Short-Video, and +2.78\% Orders in Live-Streaming. OneMall has been deployed, serving over 400 million daily active users at Kuaishou.

Domain-Adaptive and Scalable Dense Retrieval for Content-Based Recommendation

E-commerce recommendation and search commonly rely on sparse keyword matching (e.g., BM25), which breaks down under vocabulary mismatch when user intent has limited lexical overlap with product metadata. We cast content-based recommendation as recommendation-as-retrieval: given a natural-language intent signal (a query or review), retrieve the top-K most relevant items from a large catalog via semantic similarity. We present a scalable dense retrieval system based on a two-tower bi-encoder, fine-tuned on the Amazon Reviews 2023 (Fashion) subset using supervised contrastive learning with Multiple Negatives Ranking Loss. We construct training pairs from review text (as a query proxy) and item metadata (as the positive document) and fine-tune on 50,000 sampled interactions with a maximum sequence length of 500 tokens. For efficient serving, we combine FAISS HNSW indexing with an ONNX Runtime inference pipeline using INT8 dynamic quantization. On a review-to-title benchmark over 826,402 catalog items, our approach improves Recall@10 from 0.26 (BM25) to 0.66, while meeting practical latency and model-size constraints: 6.1 ms median CPU inference latency (batch size 1) and a 4x reduction in model size. Overall, we provide an end-to-end, reproducible blueprint for taking domain-adapted dense retrieval from offline training to CPU-efficient serving at catalog scale.

Towards Trustworthy Multimodal Recommendation

Recent advances in multimodal recommendation have demonstrated the effectiveness of incorporating visual and textual content into collaborative filtering. However, real-world deployments raise an increasingly important yet underexplored issue: trustworthiness. On modern e-commerce platforms, multimodal content can be misleading or unreliable (e.g., visually inconsistent product images or click-bait titles), injecting untrustworthy signals into multimodal representations and making existing recommenders brittle under modality corruption. In this work, we take a step towards trustworthy multimodal recommendation from both a method and an analysis perspective. First, we propose a plug-and-play modality-level rectification component that mitigates untrustworthy modality features by learning soft correspondences between items and multimodal features. Using lightweight projections and Sinkhorn-based soft matching, the rectification suppresses mismatched modality signals while preserving semantic consistency, and can be integrated into existing multimodal recommenders without architectural modifications. Second, we present two practical insights on interaction-level trustworthiness under noisy collaborative signals: (i) training-set pseudo interactions can help or hurt performance under noise depending on prior-signal alignment; and (ii) propagation-graph pseudo edges can also help or hurt robustness, as message passing may amplify misalignment. Extensive experiments on multiple datasets and backbones under varying corruption levels demonstrate improved robustness from modality rectification and validate the above interaction-level observations.

Less is More: Benchmarking LLM Based Recommendation Agents

Large Language Models (LLMs) are increasingly deployed for personalized product recommendations, with practitioners commonly assuming that longer user purchase histories lead to better predictions. We challenge this assumption through a systematic benchmark of four state of the art LLMs GPT-4o-mini, DeepSeek-V3, Qwen2.5-72B, and Gemini 2.5 Flash across context lengths ranging from 5 to 50 items using the REGEN dataset. Surprisingly, our experiments with 50 users in a within subject design reveal no significant quality improvement with increased context length. Quality scores remain flat across all conditions (0.17--0.23). Our findings have significant practical implications: practitioners can reduce inference costs by approximately 88\% by using context (5--10 items) instead of longer histories (50 items), without sacrificing recommendation quality. We also analyze latency patterns across providers and find model specific behaviors that inform deployment decisions. This work challenges the existing ``more context is better'' paradigm and provides actionable guidelines for cost effective LLM based recommendation systems.

LLaTTE: Scaling Laws for Multi-Stage Sequence Modeling in Large-Scale Ads Recommendation

We present LLaTTE (LLM-Style Latent Transformers for Temporal Events), a scalable transformer architecture for production ads recommendation. Through systematic experiments, we demonstrate that sequence modeling in recommendation systems follows predictable power-law scaling similar to LLMs. Crucially, we find that semantic features bend the scaling curve: they are a prerequisite for scaling, enabling the model to effectively utilize the capacity of deeper and longer architectures. To realize the benefits of continued scaling under strict latency constraints, we introduce a two-stage architecture that offloads the heavy computation of large, long-context models to an asynchronous upstream user model. We demonstrate that upstream improvements transfer predictably to downstream ranking tasks. Deployed as the largest user model at Meta, this multi-stage framework drives a 4.3\% conversion uplift on Facebook Feed and Reels with minimal serving overhead, establishing a practical blueprint for harnessing scaling laws in industrial recommender systems.

Benchmarking Multimodal Large Language Models for Missing Modality Completion in Product Catalogues

Missing-modality information on e-commerce platforms, such as absent product images or textual descriptions, often arises from annotation errors or incomplete metadata, impairing both product presentation and downstream applications such as recommendation systems. Motivated by the multimodal generative capabilities of recent Multimodal Large Language Models (MLLMs), this work investigates a fundamental yet underexplored question: can MLLMs generate missing modalities for products in e-commerce scenarios? We propose the Missing Modality Product Completion Benchmark (MMPCBench), which consists of two sub-benchmarks: a Content Quality Completion Benchmark and a Recommendation Benchmark. We further evaluate six state-of-the-art MLLMs from the Qwen2.5-VL and Gemma-3 model families across nine real-world e-commerce categories, focusing on image-to-text and text-to-image completion tasks. Experimental results show that while MLLMs can capture high-level semantics, they struggle with fine-grained word-level and pixel- or patch-level alignment. In addition, performance varies substantially across product categories and model scales, and we observe no trivial correlation between model size and performance, in contrast to trends commonly reported in mainstream benchmarks. We also explore Group Relative Policy Optimization (GRPO) to better align MLLMs with this task. GRPO improves image-to-text completion but does not yield gains for text-to-image completion. Overall, these findings expose the limitations of current MLLMs in real-world cross-modal generation and represent an early step toward more effective missing-modality product completion.

Towards End-to-End Alignment of User Satisfaction via Questionnaire in Video Recommendation

Short-video recommender systems typically optimize ranking models using dense user behavioral signals, such as clicks and watch time. However, these signals are only indirect proxies of user satisfaction and often suffer from noise and bias. Recently, explicit satisfaction feedback collected through questionnaires has emerged as a high-quality direct alignment supervision, but is extremely sparse and easily overwhelmed by abundant behavioral data, making it difficult to incorporate into online recommendation models. To address these challenges, we propose a novel framework which is towards End-to-End Alignment of user Satisfaction via Questionaire, named EASQ, to enable real-time alignment of ranking models with true user satisfaction. Specifically, we first construct an independent parameter pathway for sparse questionnaire signals by combining a multi-task architecture and a lightweight LoRA module. The multi-task design separates sparse satisfaction supervision from dense behavioral signals, preventing the former from being overwhelmed. The LoRA module pre-inject these preferences in a parameter-isolated manner, ensuring stability in the backbone while optimizing user satisfaction. Furthermore, we employ a DPO-based optimization objective tailored for online learning, which aligns the main model outputs with sparse satisfaction signals in real time. This design enables end-to-end online learning, allowing the model to continuously adapt to new questionnaire feedback while maintaining the stability and effectiveness of the backbone. Extensive offline experiments and large-scale online A/B tests demonstrate that EASQ consistently improves user satisfaction metrics across multiple scenarios. EASQ has been successfully deployed in a production short-video recommendation system, delivering significant and stable business gains.