Ben Xue

Ben Xue, Dan Liu, Lixiang Wang et al.

Generative recommendation has recently attracted widespread attention in industry due to its potential for scaling and stronger model capacity. However, deploying real-time generative recommendation in large-scale advertising requires designs beyond large-language-model (LLM)-style training and serving recipes. We present a production-oriented generative recommender co-designed across architecture, learning, and serving, named GR4AD (Generative Recommendation for ADdvertising). As for tokenization, GR4AD proposes UA-SID (Unified Advertisement Semantic ID) to capture complicated business information. Furthermore, GR4AD introduces LazyAR, a lazy autoregressive decoder that relaxes layer-wise dependencies for short, multi-candidate generation, preserving effectiveness while reducing inference cost, which facilitates scaling under fixed serving budgets. To align optimization with business value, GR4AD employs VSL (Value-Aware Supervised Learning) and proposes RSPO (Ranking-Guided Softmax Preference Optimization), a ranking-aware, list-wise reinforcement learning algorithm that optimizes value-based rewards under list-level metrics for continual online updates. For online inference, we further propose dynamic beam serving, which adapts beam width across generation levels and online load to control compute. Large-scale online A/B tests show up to 4.2% ad revenue improvement over an existing DLRM-based stack, with consistent gains from both model scaling and inference-time scaling. GR4AD has been fully deployed in Kuaishou advertising system with over 400 million users and achieves high-throughput real-time serving.

Yanhua Cheng, Bo Wang, Haotian Zhang et al.

Traditional short-video recommendation systems match user interest to a fixed pool of pre-produced videos, which limits their ability to capture fine-grained and dynamic preferences. We propose Recommendation-as-Generation (RaG), a new paradigm that generates personalized videos on demand from inferred user interest. Our framework unifies generative recommendation and video generation through shared semantic IDs (SIDs), which disentangle video representation into content semantics and creative style semantics, enabling both fine-grained modeling of user interest and controllable generation of interest-aligned videos. We further develop Video Generation Agents (VGAs) that are conditioned on inferred SIDs to drive hierarchical planning and refinement for video creation, including visual composition, audio alignment, and artistic effect enhancement. To optimize the framework, we effectively introduce a synergistic cross-domain reward learning mechanism that jointly enforces interest alignment, user feedback, and video quality assessment. We deploy RaG on an industrial-scale platform with over 400 million daily active users and evaluate it in a revenue-critical advertising scenario. Online A/B tests show up to 1.87% ad revenue improvement compared to a strong production GRM baseline, demonstrating its effectiveness in driving further revenue gains beyond generative recommendation. Our results highlight a closed-loop generative system as a promising paradigm for integrating personalized video generation into recommendation.

Zhentao Tan, Ben Xue, Jian Jia et al.

This paper presents the \textbf{S}emantic-a\textbf{W}ar\textbf{E} spatial-t\textbf{E}mporal \textbf{T}okenizer (SweetTok), a novel video tokenizer to overcome the limitations in current video tokenization methods for compacted yet effective discretization. Unlike previous approaches that process flattened local visual patches via direct discretization or adaptive query tokenization, SweetTok proposes a decoupling framework, compressing visual inputs through distinct spatial and temporal queries via \textbf{D}ecoupled \textbf{Q}uery \textbf{A}uto\textbf{E}ncoder (DQAE). This design allows SweetTok to efficiently compress video token count while achieving superior fidelity by capturing essential information across spatial and temporal dimensions. Furthermore, we design a \textbf{M}otion-enhanced \textbf{L}anguage \textbf{C}odebook (MLC) tailored for spatial and temporal compression to address the differences in semantic representation between appearance and motion information. SweetTok significantly improves video reconstruction results by \textbf{42.8\%} w.r.t rFVD on UCF-101 dataset. With a better token compression strategy, it also boosts downstream video generation results by \textbf{15.1\%} w.r.t gFVD. Additionally, the compressed decoupled tokens are imbued with semantic information, enabling few-shot recognition capabilities powered by LLMs in downstream applications.