Yimeng Bai

Yimeng Bai, Yang Zhang, Sihao Ding et al.

Diffusion models, known for their strong generative capability derived from iterative noising and denoising processes, have recently emerged as a promising paradigm for sequential recommendation. To incorporate user history for personalization, existing methods typically follow a history-guided denoising paradigm inspired by text-guided image generation, where target item representations are reconstructed from Gaussian noise conditioned on user historical interactions. However, this design remains fundamentally anchored to an "item $\leftrightarrow$ noise" formulation, introducing an additional noise-reconstruction burden that may distract the model from capturing user-specific preference structures. Motivated by this limitation, we revisit diffusion-based sequential recommendation from a preference-centric perspective and adopt a preference bridging design that enables a direct "item $\leftrightarrow$ history" transition instead of relying on Gaussian noise. Based on this idea, we propose Brownian Bridge Diffusion Recommendation (BBDRec), which leverages the Brownian bridge process to construct a structured diffusion trajectory between target items and user historical representations, thereby better aligning diffusion modeling with the intrinsic nature of recommendation. Extensive experiments on multiple public datasets show that BBDRec consistently outperforms representative sequential and diffusion-based recommendation baselines. The implementation code is publicly available at https://github.com/baiyimeng/BBDRec.

Yimeng Bai, Chang Liu, Yang Zhang et al.

Generative recommendation is emerging as a transformative paradigm by directly generating recommended items, rather than relying on matching. Building such a system typically involves two key components: (1) optimizing the tokenizer to derive suitable item identifiers, and (2) training the recommender based on those identifiers. Existing approaches often treat these components separately--either sequentially or in alternation--overlooking their interdependence. This separation can lead to misalignment: the tokenizer is trained without direct guidance from the recommendation objective, potentially yielding suboptimal identifiers that degrade recommendation performance. To address this, we propose BLOGER, a Bi-Level Optimization for GEnerative Recommendation framework, which explicitly models the interdependence between the tokenizer and the recommender in a unified optimization process. The lower level trains the recommender using tokenized sequences, while the upper level optimizes the tokenizer based on both the tokenization loss and recommendation loss. We adopt a meta-learning approach to solve this bi-level optimization efficiently, and introduce gradient surgery to mitigate gradient conflicts in the upper-level updates, thereby ensuring that item identifiers are both informative and recommendation-aligned. Extensive experiments on multiple real-world datasets demonstrate that BLOGER consistently outperforms state-of-the-art generative recommendation methods while maintaining practical efficiency with no significant additional computational overhead, effectively bridging the gap between item tokenization and autoregressive generation. We release our code at https://github.com/Ten-Mao/BLOGER.

Yilun Qiu, Xiaoyan Zhao, Yang Zhang et al.

Personalizing Large Language Models (LLMs) has become a critical step in facilitating their widespread application to enhance individual life experiences. In pursuit of personalization, distilling key preference information from an individual's historical data as instructional preference context to customize LLM generation has emerged as a promising direction. However, these methods face a fundamental limitation by overlooking the inter-user comparative analysis, which is essential for identifying the inter-user differences that truly shape preferences. To address this limitation, we propose Difference-aware Personalization Learning (DPL), a novel approach that emphasizes extracting inter-user differences to enhance LLM personalization. DPL strategically selects representative users for comparison and establishes a structured standard to extract meaningful, task-relevant differences for customizing LLM generation. Extensive experiments on real-world datasets demonstrate that DPL significantly enhances LLM personalization. We release our code at https://github.com/SnowCharmQ/DPL.

Yang Zhang, Juntao You, Yimeng Bai et al.

Recent advancements in recommender systems have focused on leveraging Large Language Models (LLMs) to improve user preference modeling, yielding promising outcomes. However, current LLM-based approaches struggle to fully leverage user behavior sequences, resulting in suboptimal preference modeling for personalized recommendations. In this study, we propose a novel Counterfactual Fine-Tuning (CFT) method to address this issue by explicitly emphasizing the role of behavior sequences when generating recommendations. Specifically, we employ counterfactual reasoning to identify the causal effects of behavior sequences on model output and introduce a task that directly fits the ground-truth labels based on these effects, achieving the goal of explicit emphasis. Additionally, we develop a token-level weighting mechanism to adjust the emphasis strength for different item tokens, reflecting the diminishing influence of behavior sequences from earlier to later tokens during predicting an item. Extensive experiments on real-world datasets demonstrate that CFT effectively improves behavior sequence modeling. Our codes are available at https://github.com/itsmeyjt/CFT.