Zezhong Fan

Luyi Ma, Wanjia Sherry Zhang, Zezhong Fan et al.

On online advertising platforms, newly introduced promotional ads face the cold-start problem, as they lack sufficient user feedback for model training. In this work, we propose LLM-HYPER, a novel framework that treats large language models (LLMs) as hypernetworks to directly generate the parameters of the click-through rate (CTR) estimator in a training-free manner. LLM-HYPER uses few-shot Chain-of-Thought prompting over multimodal ad content (text and images) to infer feature-wise model weights for a linear CTR predictor. By retrieving semantically similar past campaigns via CLIP embeddings and formatting them into prompt-based demonstrations, the LLM learns to reason about customer intent, feature influence, and content relevance. To ensure numerical stability and serviceability, we introduce normalization and calibration techniques that align the generated weights with production-ready CTR distributions. Extensive offline experiments show that LLM-HYPER significantly outperforms cold-start baselines in NDCG$@10$ by 55.9\%. Our real-world online A/B test on one of the top e-commerce platforms in the U.S. demonstrates the strong performance of LLM-HYPER, which drastically reduces the cold-start period and achieves competitive performance. LLM-HYPER has been successfully deployed in production.

Zezhong Fan, Ziheng Chen, Luyi Ma et al.

Generative recommendation (GeneRec) has introduced a new paradigm that represents items as discrete semantic tokens and predicts items in a generative manner. Despite its strong performance across multiple recommendation tasks, existing GeneRec approaches still suffer from severe popularity bias and may even exacerbate it. In this work, we conduct a comprehensive empirical analysis to uncover the root causes of this phenomenon, yielding two core insights: 1) imbalanced tokenization inherits and can further amplify popularity bias from historical item interactions; 2) current training procedures disproportionately favor popular tokens while neglecting semantic relationships among tokens, thereby intensifying popularity bias. Building on these insights, we propose CRAB, a post-hoc debiasing strategy for GeneRec that alleviates popularity bias by mitigating frequency imbalance among semantic tokens. Specifically, given a well-trained model, we first rebalance the codebook by splitting over-popular tokens while preserving their hierarchical semantic structure. Based on the adjusted codebook, we further introduce a tree-structured regularizer to enhance semantic consistency, encouraging more informative representations for unpopular tokens during training. Experiments on real-world datasets demonstrate that CRAB significantly improves recommendation performance by effectively alleviating popularity bias.

Ziheng Chen, Jiali Cheng, Zezhong Fan et al.

Recent advances in large language models (LLMs) have opened new opportunities for recommender systems by enabling rich semantic understanding and reasoning about user interests and item attributes. However, as privacy regulations tighten, incorporating user data into LLM-based recommendation (LLMRec) introduces significant privacy risks, making unlearning algorithms increasingly crucial for practical deployment. Despite growing interest in LLMRec unlearning, most existing approaches formulate unlearning as a weighted combination of forgetting and retaining objectives while updating model parameters in a uniform manner. Such formulations inevitably induce gradient conflicts between the two objectives, leading to unstable optimization and resulting in either ineffective unlearning or severe degradation of model utility. Moreover, the unlearning procedure remains largely black-box, undermining its transparency and trustworthiness. To tackle these challenges, we propose CURE, a circuit-aware unlearning framework that disentangles model components into functionally distinct subsets and selectively updates them. Here, a circuit refers to a computational subgraph that is causally responsible for task-specific behaviors. Specifically, we extract the core circuits underlying item recommendation and analyze how individual modules within these circuits contribute to the forget and retain objectives. Based on this analysis, these modules are categorized into forget-specific, retain-specific, and task-shared groups, each subject to function-specific update rules to mitigate gradient conflicts during unlearning. Experiments on real-world datasets show that our approach achieves more effective unlearning than existing baselines.

Chenhao Fang, Xiaohan Li, Zezhong Fan et al.

Product attribute value extraction is a pivotal component in Natural Language Processing (NLP) and the contemporary e-commerce industry. The provision of precise product attribute values is fundamental in ensuring high-quality recommendations and enhancing customer satisfaction. The recently emerging Large Language Models (LLMs) have demonstrated state-of-the-art performance in numerous attribute extraction tasks, without the need for domain-specific training data. Nevertheless, varying strengths and weaknesses are exhibited by different LLMs due to the diversity in data, architectures, and hyperparameters. This variation makes them complementary to each other, with no single LLM dominating all others. Considering the diverse strengths and weaknesses of LLMs, it becomes necessary to develop an ensemble method that leverages their complementary potentials. In this paper, we propose a novel algorithm called LLM-ensemble to ensemble different LLMs' outputs for attribute value extraction. We iteratively learn the weights for different LLMs to aggregate the labels with weights to predict the final attribute value. Not only can our proposed method be proven theoretically optimal, but it also ensures efficient computation, fast convergence, and safe deployment. We have also conducted extensive experiments with various state-of-the-art LLMs, including Llama2-13B, Llama2-70B, PaLM-2, GPT-3.5, and GPT-4, on Walmart's internal data. Our offline metrics demonstrate that the LLM-ensemble method outperforms all the state-of-the-art single LLMs on Walmart's internal dataset. This method has been launched in several production models, leading to improved Gross Merchandise Volume (GMV), Click-Through Rate (CTR), Conversion Rate (CVR), and Add-to-Cart Rate (ATC).

Luyi Ma, Xiaohan Li, Zezhong Fan et al.

Integrating diverse data modalities is crucial for enhancing the performance of personalized recommendation systems. Traditional models, which often rely on singular data sources, lack the depth needed to accurately capture the multifaceted nature of item features and user behaviors. This paper introduces a novel framework for multi-behavior recommendations, leveraging the fusion of triple-modality, which is visual, textual, and graph data through alignment with large language models (LLMs). By incorporating visual information, we capture contextual and aesthetic item characteristics; textual data provides insights into user interests and item features in detail; and graph data elucidates relationships within the item-behavior heterogeneous graphs. Our proposed model called Triple Modality Fusion (TMF) utilizes the power of LLMs to align and integrate these three modalities, achieving a comprehensive representation of user behaviors. The LLM models the user's interactions including behaviors and item features in natural languages. Initially, the LLM is warmed up using only natural language-based prompts. We then devise the modality fusion module based on cross-attention and self-attention mechanisms to integrate different modalities from other models into the same embedding space and incorporate them into an LLM. Extensive experiments demonstrate the effectiveness of our approach in improving recommendation accuracy. Further ablation studies validate the effectiveness of our model design and benefits of the TMF.

Zezhong Fan, Xiaohan Li, Chenhao Fang et al.

The rapid evolution of text-to-image diffusion models has opened the door of generative AI, enabling the translation of textual descriptions into visually compelling images with remarkable quality. However, a persistent challenge within this domain is the optimization of prompts to effectively convey abstract concepts into concrete objects. For example, text encoders can hardly express "peace", while can easily illustrate olive branches and white doves. This paper introduces a novel approach named Prompt Optimizer for Abstract Concepts (POAC) specifically designed to enhance the performance of text-to-image diffusion models in interpreting and generating images from abstract concepts. We propose a Prompt Language Model (PLM), which is initialized from a pre-trained language model, and then fine-tuned with a curated dataset of abstract concept prompts. The dataset is created with GPT-4 to extend the abstract concept to a scene and concrete objects. Our framework employs a Reinforcement Learning (RL)-based optimization strategy, focusing on the alignment between the generated images by a stable diffusion model and optimized prompts. Through extensive experiments, we demonstrate that our proposed POAC significantly improves the accuracy and aesthetic quality of generated images, particularly in the description of abstract concepts and alignment with optimized prompts. We also present a comprehensive analysis of our model's performance across diffusion models under different settings, showcasing its versatility and effectiveness in enhancing abstract concept representation.

Zezhong Fan, Xiaohan Li, Luyi Ma et al.

Designing realistic multi-object scenes requires not only generating images, but also planning spatial layouts that respect semantic relations and physical plausibility. On one hand, while recent advances in diffusion models have enabled high-quality image generation, they lack explicit spatial reasoning, leading to unrealistic object layouts. On the other hand, traditional spatial planning methods in robotics emphasize geometric and relational consistency, but they struggle to capture semantic richness in visual scenes. To bridge this gap, in this paper, we propose LayoutAgent, an agentic framework that unifies vision-language reasoning with compositional diffusion for layout generation. Given multiple input images with target objects in them, our method first employs visual-language model to preprocess the inputs through segmentation, object size estimation, scene graph construction, and prompt rewriting. Then we leverage compositional diffusion-a method traditionally used in robotics-to synthesize bounding boxes that respect object relations encoded in the scene graph for spatial layouts. In the end, a foreground-conditioned image generator composes the complete scene by rendering the objects into the planned layout guided by designed prompts. Experiments demonstrate that LayoutAgent outperforms other state-of-the-art layout generation models in layout coherence, spatial realism and aesthetic alignment.