Experimentation Accelerator: Interpretable Insights and Creative Recommendations for A/B Testing with Content-Aware ranking

Modern online experimentation faces two bottlenecks: scarce traffic forces tough choices on which variants to test, and post-hoc insight extraction is manual, inconsistent, and often content-agnostic. Meanwhile, organizations underuse historical A/B results and rich content embeddings that could guide prioritization and creative iteration. We present a unified framework to (i) prioritize which variants to test, (ii) explain why winners win, and (iii) surface targeted opportunities for new, higher-potential variants. Leveraging treatment embeddings and historical outcomes, we train a CTR ranking model with fixed effects for contextual shifts that scores candidates while balancing value and content diversity. For better interpretability and understanding, we project treatments onto curated semantic marketing attributes and re-express the ranker in this space via a sign-consistent, sparse constrained Lasso, yielding per-attribute coefficients and signed contributions for visual explanations, top-k drivers, and natural-language insights. We then compute an opportunity index combining attribute importance (from the ranker) with under-expression in the current experiment to flag missing, high-impact attributes. Finally, LLMs translate ranked opportunities into concrete creative suggestions and estimate both learning and conversion potential, enabling faster, more informative, and more efficient test cycles. These components have been built into a real Adobe product, called \textit{Experimentation Accelerator}, to provide AI-based insights and opportunities to scale experimentation for customers. We provide an evaluation of the performance of the proposed framework on some real-world experiments by Adobe business customers that validate the high quality of the generation pipeline.

DMESR: Dual-view MLLM-based Enhancing Framework for Multimodal Sequential Recommendation

Sequential Recommender Systems (SRS) aim to predict users' next interaction based on their historical behaviors, while still facing the challenge of data sparsity. With the rapid advancement of Multimodal Large Language Models (MLLMs), leveraging their multimodal understanding capabilities to enrich item semantic representation has emerged as an effective enhancement strategy for SRS. However, existing MLLM-enhanced recommendation methods still suffer from two key limitations. First, they struggle to effectively align multimodal representations, leading to suboptimal utilization of semantic information across modalities. Second, they often overly rely on MLLM-generated content while overlooking the fine-grained semantic cues contained in the original textual data of items. To address these issues, we propose a Dual-view MLLM-based Enhancing framework for multimodal Sequential Recommendation (DMESR). For the misalignment issue, we employ a contrastive learning mechanism to align the cross-modal semantic representations generated by MLLMs. For the loss of fine-grained semantics, we introduce a cross-attention fusion module that integrates the coarse-grained semantic knowledge obtained from MLLMs with the fine-grained original textual semantics. Finally, these two fused representations can be seamlessly integrated into the downstream sequential recommendation models. Extensive experiments conducted on three real-world datasets and three popular sequential recommendation architectures demonstrate the superior effectiveness and generalizability of our proposed approach.

Unleash the Potential of Long Semantic IDs for Generative Recommendation

Semantic ID-based generative recommendation represents items as sequences of discrete tokens, but it inherently faces a trade-off between representational expressiveness and computational efficiency. Residual Quantization (RQ)-based approaches restrict semantic IDs to be short to enable tractable sequential modeling, while Optimized Product Quantization (OPQ)-based methods compress long semantic IDs through naive rigid aggregation, inevitably discarding fine-grained semantic information. To resolve this dilemma, we propose ACERec, a novel framework that decouples the granularity gap between fine-grained tokenization and efficient sequential modeling. It employs an Attentive Token Merger to distill long expressive semantic tokens into compact latents and introduces a dedicated Intent Token serving as a dynamic prediction anchor. To capture cohesive user intents, we guide the learning process via a dual-granularity objective, harmonizing fine-grained token prediction with global item-level semantic alignment. Extensive experiments on six real-world benchmarks demonstrate that ACERec consistently outperforms state-of-the-art baselines, achieving an average improvement of 14.40\% in NDCG@10, effectively reconciling semantic expressiveness and computational efficiency.

OMGs: A multi-agent system supporting MDT decision-making across the ovarian tumour care continuum

Ovarian tumour management has increasingly relied on multidisciplinary tumour board (MDT) deliberation to address treatment complexity and disease heterogeneity. However, most patients worldwide lack access to timely expert consensus, particularly in resource-constrained centres where MDT resources are scarce or unavailable. Here we present OMGs (Ovarian tumour Multidisciplinary intelligent aGent System), a multi-agent AI framework where domain-specific agents deliberate collaboratively to integrate multidisciplinary evidence and generate MDT-style recommendations with transparent rationales. To systematically evaluate MDT recommendation quality, we developed SPEAR (Safety, Personalization, Evidence, Actionability, Robustness) and validated OMGs across diverse clinical scenarios spanning the care continuum. In multicentre re-evaluation, OMGs achieved performance comparable to expert MDT consensus ($4.45 \pm 0.30$ versus $4.53 \pm 0.23$), with higher Evidence scores (4.57 versus 3.92). In prospective multicentre evaluation (59 patients), OMGs demonstrated high concordance with routine MDT decisions. Critically, in paired human-AI studies, OMGs most substantially enhanced clinicians' recommendations in Evidence and Robustness, the dimensions most compromised when multidisciplinary expertise is unavailable. These findings suggest that multi-agent deliberative systems can achieve performance comparable to expert MDT consensus, with potential to expand access to specialized oncology expertise in resource-limited settings.

GEMs: Breaking the Long-Sequence Barrier in Generative Recommendation with a Multi-Stream Decoder

While generative recommendations (GR) possess strong sequential reasoning capabilities, they face significant challenges when processing extremely long user behavior sequences: the high computational cost forces practical sequence lengths to be limited, preventing models from capturing users' lifelong interests; meanwhile, the inherent "recency bias" of attention mechanisms further weakens learning from long-term history. To overcome this bottleneck, we propose GEMs (Generative rEcommendation with a Multi-stream decoder), a novel and unified framework designed to break the long-sequence barrier by capturing users' lifelong interaction sequences through a multi-stream perspective. Specifically, GEMs partitions user behaviors into three temporal streams$\unicode{x2014}$Recent, Mid-term, and Lifecycle$\unicode{x2014}$and employs tailored inference schemes for each: a one-stage real-time extractor for immediate dynamics, a lightweight indexer for cross attention to balance accuracy and cost for mid-term sequences, and a two-stage offline-online compression module for lifelong modeling. These streams are integrated via a parameter-free fusion strategy to enable holistic interest representation. Extensive experiments on large-scale industrial datasets demonstrate that GEMs significantly outperforms state-of-the-art methods in recommendation accuracy. Notably, GEMs is the first lifelong GR framework successfully deployed in a high-concurrency industrial environment, achieving superior inference efficiency while processing user sequences of over 100,000 interactions.

Benchmark Leakage Trap: Can We Trust LLM-based Recommendation?

The expanding integration of Large Language Models (LLMs) into recommender systems poses critical challenges to evaluation reliability. This paper identifies and investigates a previously overlooked issue: benchmark data leakage in LLM-based recommendation. This phenomenon occurs when LLMs are exposed to and potentially memorize benchmark datasets during pre-training or fine-tuning, leading to artificially inflated performance metrics that fail to reflect true model performance. To validate this phenomenon, we simulate diverse data leakage scenarios by conducting continued pre-training of foundation models on strategically blended corpora, which include user-item interactions from both in-domain and out-of-domain sources. Our experiments reveal a dual-effect of data leakage: when the leaked data is domain-relevant, it induces substantial but spurious performance gains, misleadingly exaggerating the model's capability. In contrast, domain-irrelevant leakage typically degrades recommendation accuracy, highlighting the complex and contingent nature of this contamination. Our findings reveal that data leakage acts as a critical, previously unaccounted-for factor in LLM-based recommendation, which could impact the true model performance. We release our code at https://github.com/yusba1/LLMRec-Data-Leakage.

Climber-Pilot: A Non-Myopic Generative Recommendation Model Towards Better Instruction-Following

Generative retrieval has emerged as a promising paradigm in recommender systems, offering superior sequence modeling capabilities over traditional dual-tower architectures. However, in large-scale industrial scenarios, such models often suffer from inherent myopia: due to single-step inference and strict latency constraints, they tend to collapse diverse user intents into locally optimal predictions, failing to capture long-horizon and multi-item consumption patterns. Moreover, real-world retrieval systems must follow explicit retrieval instructions, such as category-level control and policy constraints. Incorporating such instruction-following behavior into generative retrieval remains challenging, as existing conditioning or post-hoc filtering approaches often compromise relevance or efficiency. In this work, we present Climber-Pilot, a unified generative retrieval framework to address both limitations. First, we introduce Time-Aware Multi-Item Prediction (TAMIP), a novel training paradigm designed to mitigate inherent myopia in generative retrieval. By distilling long-horizon, multi-item foresight into model parameters through time-aware masking, TAMIP alleviates locally optimal predictions while preserving efficient single-step inference. Second, to support flexible instruction-following retrieval, we propose Condition-Guided Sparse Attention (CGSA), which incorporates business constraints directly into the generative process via sparse attention, without introducing additional inference steps. Extensive offline experiments and online A/B testing at NetEase Cloud Music, one of the largest music streaming platforms, demonstrate that Climber-Pilot significantly outperforms state-of-the-art baselines, achieving a 4.24\% lift of the core business metric.

Evaluating Prompt Engineering Techniques for RAG in Small Language Models: A Multi-Hop QA Approach

Retrieval Augmented Generation (RAG) is a powerful approach for enhancing the factual grounding of language models by integrating external knowledge. While widely studied for large language models, the optimization of RAG for Small Language Models (SLMs) remains a critical research gap, particularly in complex, multi-hop question-answering tasks that require sophisticated reasoning. In these systems, prompt template design is a crucial yet under-explored factor influencing performance. This paper presents a large-scale empirical study to investigate this factor, evaluating 24 different prompt templates on the HotpotQA dataset. The set includes a standard RAG prompt, nine well-formed techniques from the literature, and 14 novel hybrid variants, all tested on two prominent SLMs: Qwen2.5-3B Instruct and Gemma3-4B-It. Our findings, based on a test set of 18720 instances, reveal significant performance gains of up to 83% on Qwen2.5 and 84.5% on Gemma3-4B-It, yielding an improvement of up to 6% for both models compared to the Standard RAG prompt. This research also offers concrete analysis and actionable recommendations for designing effective and efficient prompts for SLM-based RAG systems, practically for deployment in resource-constrained environments.

Who Do LLMs Trust? Human Experts Matter More Than Other LLMs

Large language models (LLMs) increasingly operate in environments where they encounter social information such as other agents' answers, tool outputs, or human recommendations. In humans, such inputs influence judgments in ways that depend on the source's credibility and the strength of consensus. This paper investigates whether LLMs exhibit analogous patterns of influence and whether they privilege feedback from humans over feedback from other LLMs. Across three binary decision-making tasks, reading comprehension, multi-step reasoning, and moral judgment, we present four instruction-tuned LLMs with prior responses attributed either to friends, to human experts, or to other LLMs. We manipulate whether the group is correct and vary the group size. In a second experiment, we introduce direct disagreement between a single human and a single LLM. Across tasks, models conform significantly more to responses labeled as coming from human experts, including when that signal is incorrect, and revise their answers toward experts more readily than toward other LLMs. These results reveal that expert framing acts as a strong prior for contemporary LLMs, suggesting a form of credibility-sensitive social influence that generalizes across decision domains.

Awakening Dormant Users: Generative Recommendation with Counterfactual Functional Role Reasoning

Awakening dormant users, who remain engaged but exhibit low conversion, is a pivotal driver for incremental GMV growth in large-scale e-commerce platforms. However, existing approaches often yield suboptimal results since they typically rely on single-step estimation of an item's intrinsic value (e.g., immediate click probability). This mechanism overlooks the instrumental effect of items, where specific interactions act as triggers to shape latent intent and drive subsequent decisions along a conversion trajectory. To bridge this gap, we propose RoleGen, a novel framework that synergizes a Conversion Trajectory Reasoner with a Generative Behavioral Backbone. Specifically, the LLM-based Reasoner explicitly models the context-dependent Functional Role of items to reconstruct intent evolution. It further employs counterfactual inference to simulate diverse conversion paths, effectively mitigating interest collapse. These reasoned candidate items are integrated into the generative backbone, which is optimized via a collaborative "Reasoning-Execution-Feedback-Reflection" closed-loop strategy to ensure grounded execution. Extensive offline experiments and online A/B testing on the Kuaishou e-commerce platform demonstrate that RoleGen achieves a 6.2% gain in Recall@1 and a 7.3% increase in online order volume, confirming its effectiveness in activating the dormant user base.