Jason Cho

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.

Ramin Giahi, Reza Yousefi Maragheh, Nima Farrokhsiar et al.

Similar item recommendation is a critical task in the e-Commerce industry, which helps customers explore similar and relevant alternatives based on their interested products. Despite the traditional machine learning models, Graph Neural Networks (GNNs), by design, can understand complex relations like similarity between products. However, in contrast to their wide usage in retrieval tasks and their focus on optimizing the relevance, the current GNN architectures are not tailored toward maximizing revenue-related objectives such as Gross Merchandise Value (GMV), which is one of the major business metrics for e-Commerce companies. In addition, defining accurate edge relations in GNNs is non-trivial in large-scale e-Commerce systems, due to the heterogeneity nature of the item-item relationships. This work aims to address these issues by designing a new GNN architecture called GNN-GMVO (Graph Neural Network - Gross Merchandise Value Optimizer). This model directly optimizes GMV while considering the complex relations between items. In addition, we propose a customized edge construction method to tailor the model toward similar item recommendation task and alleviate the noisy and complex item-item relations. In our comprehensive experiments on three real-world datasets, we show higher prediction performance and expected GMV for top ranked items recommended by our model when compared with selected state-of-the-art benchmark models.

Tianning Dong, Luyi Ma, Varun Vasudevan et al.

Multimodal Large Language Models (MLLMs) are reshaping how modern agentic systems reason over sequential user-behavior data. However, whether textual or image representations of user behavior data are more effective for maximizing MLLM performance remains underexplored. We present \texttt{BehaviorLens}, a systematic benchmarking framework for assessing modality trade-offs in user-behavior reasoning across six MLLMs by representing transaction data as (1) a text paragraph, (2) a scatter plot, and (3) a flowchart. Using a real-world purchase-sequence dataset, we find that when data is represented as images, MLLMs next-purchase prediction accuracy is improved by 87.5% compared with an equivalent textual representation without any additional computational cost.

Andrea Cuadra, Hansol Lee, Jason Cho et al.

People interacting with voice assistants are often frustrated by voice assistants' frequent errors and inability to respond to backchannel cues. We introduce an open-source video dataset of 21 participants' interactions with a voice assistant, and explore the possibility of using this dataset to enable automatic error recognition to inform self-repair. The dataset includes clipped and labeled videos of participants' faces during free-form interactions with the voice assistant from the smart speaker's perspective. To validate our dataset, we emulated a machine learning classifier by asking crowdsourced workers to recognize voice assistant errors from watching soundless video clips of participants' reactions. We found trends suggesting it is possible to determine the voice assistant's performance from a participant's facial reaction alone. This work posits elicited datasets of interactive responses as a key step towards improving error recognition for repair for voice assistants in a wide variety of applications.

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.

Reza Yousefi Maragheh, Pratheek Vadla, Priyank Gupta et al.

Retrieval-Augmented Generation (RAG) has shown promise in enhancing recommendation systems by incorporating external context into large language model prompts. However, existing RAG-based approaches often rely on static retrieval heuristics and fail to capture nuanced user preferences in dynamic recommendation scenarios. In this work, we introduce ARAG, an Agentic Retrieval-Augmented Generation framework for Personalized Recommendation, which integrates a multi-agent collaboration mechanism into the RAG pipeline. To better understand the long-term and session behavior of the user, ARAG leverages four specialized LLM-based agents: a User Understanding Agent that summarizes user preferences from long-term and session contexts, a Natural Language Inference (NLI) Agent that evaluates semantic alignment between candidate items retrieved by RAG and inferred intent, a context summary agent that summarizes the findings of NLI agent, and an Item Ranker Agent that generates a ranked list of recommendations based on contextual fit. We evaluate ARAG accross three datasets. Experimental results demonstrate that ARAG significantly outperforms standard RAG and recency-based baselines, achieving up to 42.1% improvement in NDCG@5 and 35.5% in Hit@5. We also, conduct an ablation study to analyse the effect by different components of ARAG. Our findings highlight the effectiveness of integrating agentic reasoning into retrieval-augmented recommendation and provide new directions for LLM-based personalization.

Jiao Chen, Kehui Yao, Reza Yousefi Maragheh et al.

Current recommendation systems often require some form of textual data summarization, such as generating concise and coherent titles for product carousels or other grouped item displays. While large language models have shown promise in NLP domains for textual summarization, these approaches do not directly apply to recommendation systems, where explanations must be highly relevant to the core features of item sets, adhere to strict word limit constraints. In this paper, we propose CARTS (Collaborative Agents for Recommendation Textual Summarization), a multi-agent LLM framework designed for structured summarization in recommendation systems. CARTS decomposes the task into three stages-Generation Augmented Generation (GAG), refinement circle, and arbitration, where successive agent roles are responsible for extracting salient item features, iteratively refining candidate titles based on relevance and length feedback, and selecting the final title through a collaborative arbitration process. Experiments on large-scale e-commerce data and live A/B testing show that CARTS significantly outperforms single-pass and chain-of-thought LLM baselines, delivering higher title relevance and improved user engagement metrics.

Luyi Ma, Wanjia Zhang, Kai Zhao et al.

Generative models have recently demonstrated strong potential in multi-behavior recommendation systems, leveraging the expressive power of transformers and tokenization to generate personalized item sequences. However, their adoption is hindered by (1) the lack of explicit information for token reasoning, (2) high computational costs due to quadratic attention complexity and dense sequence representations after tokenization, and (3) limited multi-scale modeling over user history. In this work, we propose GRACE (Generative Recommendation via journey-aware sparse Attention on Chain-of-thought tokEnization), a novel generative framework for multi-behavior sequential recommendation. GRACE introduces a hybrid Chain-of-Thought (CoT) tokenization method that encodes user-item interactions with explicit attributes from product knowledge graphs (e.g., category, brand, price) over semantic tokenization, enabling interpretable and behavior-aligned generation. To address the inefficiency of standard attention, we design a Journey-Aware Sparse Attention (JSA) mechanism, which selectively attends to compressed, intra-, inter-, and current-context segments in the tokenized sequence. Experiments on two real-world datasets show that GRACE significantly outperforms state-of-the-art baselines, achieving up to +106.9% HR@10 and +106.7% NDCG@10 improvement over the state-of-the-art baseline on the Home domain, and +22.1% HR@10 on the Electronics domain. GRACE also reduces attention computation by up to 48% with long sequences.

Varun Vasudevan, Faezeh Akhavizadegan, Abhinav Prakash et al.

Crafting a marketing message (copy), or copywriting is a challenging generation task, as the copy must adhere to various constraints. Copy creation is inherently iterative for humans, starting with an initial draft followed by successive refinements. However, manual copy creation is time-consuming and expensive, resulting in only a few copies for each use case. This limitation restricts our ability to personalize content to customers. Contrary to the manual approach, LLMs can generate copies quickly, but the generated content does not consistently meet all the constraints on the first attempt (similar to humans). While recent studies have shown promise in improving constrained generation through iterative refinement, they have primarily addressed tasks with only a few simple constraints. Consequently, the effectiveness of iterative refinement for tasks such as copy generation, which involves many intricate constraints, remains unclear. To address this gap, we propose an LLM-based end-to-end framework for scalable copy generation using iterative refinement. To the best of our knowledge, this is the first study to address multiple challenging constraints simultaneously in copy generation. Examples of these constraints include length, topics, keywords, preferred lexical ordering, and tone of voice. We demonstrate the performance of our framework by creating copies for e-commerce banners for three different use cases of varying complexity. Our results show that iterative refinement increases the copy success rate by $16.25-35.91$% across use cases. Furthermore, the copies generated using our approach outperformed manually created content in multiple pilot studies using a multi-armed bandit framework. The winning copy improved the click-through rate by $38.5-45.21$%.

Zikun Ye, Reza Yousefi Maragheh, Lalitesh Morishetti et al.

This paper aims to investigate and achieve seller-side fairness within online marketplaces, where many sellers and their items are not sufficiently exposed to customers in an e-commerce platform. This phenomenon raises concerns regarding the potential loss of revenue associated with less exposed items as well as less marketplace diversity. We introduce the notion of seller-side outcome fairness and build an optimization model to balance collected recommendation rewards and the fairness metric. We then propose a gradient-based data-driven algorithm based on the duality and bandit theory. Our numerical experiments on real e-commerce data sets show that our algorithm can lift seller fairness measures while not hurting metrics like collected Gross Merchandise Value (GMV) and total purchases.

Da Xu, Chuanwei Ruan, Jason Cho et al.

Learning product representations that reflect complementary relationship plays a central role in e-commerce recommender system. In the absence of the product relationships graph, which existing methods rely on, there is a need to detect the complementary relationships directly from noisy and sparse customer purchase activities. Furthermore, unlike simple relationships such as similarity, complementariness is asymmetric and non-transitive. Standard usage of representation learning emphasizes on only one set of embedding, which is problematic for modelling such properties of complementariness. We propose using knowledge-aware learning with dual product embedding to solve the above challenges. We encode contextual knowledge into product representation by multi-task learning, to alleviate the sparsity issue. By explicitly modelling with user bias terms, we separate the noise of customer-specific preferences from the complementariness. Furthermore, we adopt the dual embedding framework to capture the intrinsic properties of complementariness and provide geometric interpretation motivated by the classic separating hyperplane theory. Finally, we propose a Bayesian network structure that unifies all the components, which also concludes several popular models as special cases. The proposed method compares favourably to state-of-art methods, in downstream classification and recommendation tasks. We also develop an implementation that scales efficiently to a dataset with millions of items and customers.