Yingzhi He

OneRec Team, Biao Yang, Boyang Ding et al.

Generative recommendation models in the OneRec family have been widely deployed in many real-world services, such as short-video, live-streaming, advertising, and e-commerce. However, these generative models can only benefit from the scaling advantage, while their reasoning ability is hard to activate, since we cannot construct meaningful Chain-of-Thought (CoT) sequences consisting of itemic tokens only. Inspired by the success of the reasoning-style ``think before answer'' paradigm in the LLM field, we conduct preliminary studies (i.e., OneRec-Think, OpenOneRec) to explore reasoning capability in generative recommendation. Nevertheless, we notice an unexpected phenomenon: the thinking mode does not show advantages over the non-thinking mode. Drawing insights from recent findings on CoT robustness in multi-modal language models, we argue that effective reasoning in recommendation rests on two factors: perception, the ability to ground itemic tokens in their underlying language semantics, and cognition, the ability to reorganize a user's behavior sequence into coherent latent interest points. We therefore propose OneReason, which includes: (1) strong itemic token perception in pre-training, (2) a three-level cognition-enhanced CoT format for recommendation tasks in SFT, and (3) a specialize-then-unify training recipe in RL to enhance the thinking ability.

Yingzhi He, Yan Sun, Junfei Tan et al.

Recent advances in generative recommendation have leveraged pretrained LLMs by formulating sequential recommendation as autoregressive generation over a unified token space comprising language tokens and itemic identifiers, where each item is represented by a compact sequence of discrete tokens, namely Semantic IDs (SIDs). This SID-based formulation enables efficient decoding over large-scale item corpora and provides a natural interface for LLM-based recommenders to leverage rich world knowledge. Meanwhile, breakthroughs in LLM reasoning motivate reasoning-enhanced recommendation, yet effective reasoning over SIDs remains underexplored and challenging. Itemic tokens are not natively meaningful to LLMs; moreover, recommendation-oriented SID reasoning is hard to evaluate, making high-quality supervision scarce. To address these challenges, we propose SIDReasoner, a two-stage framework that elicits reasoning over SIDs by strengthening SID--language alignment to unlock transferable LLM reasoning, rather than relying on large amounts of recommendation-specific reasoning traces. Concretely, SIDReasoner first enhances SID-language alignment via multi-task training on an enriched SID-centered corpus synthesized by a stronger teacher model, grounding itemic tokens in diverse semantic and behavioral contexts. Building on this enhanced alignment, SIDReasoner further improves recommendation reasoning through outcome-driven reinforced optimization, which guides the model toward effective reasoning trajectories without requiring explicit reasoning annotations. Extensive experiments on three real-world datasets demonstrate the effectiveness of our reasoning-augmented SID-based generative recommendation. Beyond accuracy, the results highlight the broader potential of large reasoning models for generative recommendation, including improved interpretability and cross-domain generalization.

Yingzhi He, Xiaohao Liu, An Zhang et al.

Sequential recommendation aims to predict users' future interactions by modeling collaborative filtering (CF) signals from historical behaviors of similar users or items. Traditional sequential recommenders predominantly rely on ID-based embeddings, which capture CF signals through high-order co-occurrence patterns. However, these embeddings depend solely on past interactions, lacking transferable knowledge to generalize to unseen domains. Recent advances in large language models (LLMs) have motivated text-based recommendation approaches that derive item representations from textual descriptions. While these methods enhance generalization, they fail to encode CF signals-i.e., latent item correlations and preference patterns-crucial for effective recommendation. We argue that an ideal embedding model should seamlessly integrate CF signals with rich semantic representations to improve both in-domain and out-of-domain recommendation performance. To this end, we propose LLM2Rec, a novel embedding model tailored for sequential recommendation, integrating the rich semantic understanding of LLMs with CF awareness. Our approach follows a two-stage training framework: (1) Collaborative Supervised Fine-tuning, which adapts LLMs to infer item relationships based on historical interactions, and (2) Item-level Embedding Modeling, which refines these specialized LLMs into structured item embedding models that encode both semantic and collaborative information. Extensive experiments on real-world datasets demonstrate that LLM2Rec effectively improves recommendation quality across both in-domain and out-of-domain settings. Our findings highlight the potential of leveraging LLMs to build more robust, generalizable embedding models for sequential recommendation. Our codes are available at https://github.com/HappyPointer/LLM2Rec.