Dan Ou

Zhifang Fan, Dan Ou, Yulong Gu et al.

Modeling user's historical feedback is essential for Click-Through Rate Prediction in personalized search and recommendation. Existing methods usually only model users' positive feedback information such as click sequences which neglects the context information of the feedback. In this paper, we propose a new perspective for context-aware users' behavior modeling by including the whole page-wisely exposed products and the corresponding feedback as contextualized page-wise feedback sequence. The intra-page context information and inter-page interest evolution can be captured to learn more specific user preference. We design a novel neural ranking model RACP(i.e., Recurrent Attention over Contextualized Page sequence), which utilizes page-context aware attention to model the intra-page context. A recurrent attention process is used to model the cross-page interest convergence evolution as denoising the interest in the previous pages. Experiments on public and real-world industrial datasets verify our model's effectiveness.

Jia-Qi Yang, Chenglei Dai, Dan OU et al.

With the advancement of multimedia internet, the impact of visual characteristics on the decision of users to click or not within the online retail industry is increasingly significant. Thus, incorporating visual features is a promising direction for further performance improvements in click-through rate (CTR). However, experiments on our production system revealed that simply injecting the image embeddings trained with established pre-training methods only has marginal improvements. We believe that the main advantage of existing image feature pre-training methods lies in their effectiveness for cross-modal predictions. However, this differs significantly from the task of CTR prediction in recommendation systems. In recommendation systems, other modalities of information (such as text) can be directly used as features in downstream models. Even if the performance of cross-modal prediction tasks is excellent, it is challenging to provide significant information gain for the downstream models. We argue that a visual feature pre-training method tailored for recommendation is necessary for further improvements beyond existing modality features. To this end, we propose an effective user intention reconstruction module to mine visual features related to user interests from behavior histories, which constructs a many-to-one correspondence. We further propose a contrastive training method to learn the user intentions and prevent the collapse of embedding vectors. We conduct extensive experimental evaluations on public datasets and our production system to verify that our method can learn users' visual interests. Our method achieves $0.46\%$ improvement in offline AUC and $0.88\%$ improvement in Taobao GMV (Cross Merchandise Volume) with p-value$<$0.01.

Zhe Lin, Jiwei Tan, Dan Ou et al.

Text relevance or text matching of query and product is an essential technique for the e-commerce search system to ensure that the displayed products can match the intent of the query. Many studies focus on improving the performance of the relevance model in search system. Recently, pre-trained language models like BERT have achieved promising performance on the text relevance task. While these models perform well on the offline test dataset, there are still obstacles to deploy the pre-trained language model to the online system as their high latency. The two-tower model is extensively employed in industrial scenarios, owing to its ability to harmonize performance with computational efficiency. Regrettably, such models present an opaque ``black box'' nature, which prevents developers from making special optimizations. In this paper, we raise deep Bag-of-Words (DeepBoW) model, an efficient and interpretable relevance architecture for Chinese e-commerce. Our approach proposes to encode the query and the product into the sparse BoW representation, which is a set of word-weight pairs. The weight means the important or the relevant score between the corresponding word and the raw text. The relevance score is measured by the accumulation of the matched word between the sparse BoW representation of the query and the product. Compared to popular dense distributed representation that usually suffers from the drawback of black-box, the most advantage of the proposed representation model is highly explainable and interventionable, which is a superior advantage to the deployment and operation of online search engines. Moreover, the online efficiency of the proposed model is even better than the most efficient inner product form of dense representation ...

Liren Yu, Caiyuan Li, Feiyi Dong et al.

Recent advances in Large Language Models (LLMs) have inspired a surge of scaling law research in industrial search, advertising, and recommendation systems. However, existing approaches focus mainly on architectural improvements, overlooking the critical synergy between data and architecture design. We observe that scaling model parameters alone exhibits diminishing returns, i.e., the marginal gain in performance steadily declines as model size increases, and that the performance degradation caused by complex heterogeneous data distributions is often irrecoverable through model design alone. In this paper, we propose UniScale to address these limitation, a novel co-design framework that jointly optimizes data and architecture to unlock the full potential of model scaling, which includes two core parts: (1) ES$^3$ (Entire-Space Sample System), a high-quality data scaling system that expands the training signal beyond conventional sampling strategies from both intra-domain request contexts with global supervised signal constructed by hierarchical label attribution and cross-domain samples aligning with the essence of user decision under similar content exposure environment in search domain; and (2) HHSFT (Heterogeneous Hierarchical Sample Fusion Transformer), a novel architecture designed to effectively model the complex heterogeneous distribution of scaled data and to harness the entire space user behavior data with Heterogeneous Hierarchical Feature Interaction and Entire Space User Interest Fusion, thereby surpassing the performance ceiling of structure-only model tuning. Extensive experiments on large-scale real world E-commerce search platform demonstrate that UniScale achieves significant improvements through the synergistic co-design of data and architecture and exhibits clear scaling trends, delivering substantial gains in key business metrics.

Gui Ling, Weiyuan Li, Yue Jiang et al.

Product retrieval is the backbone of e-commerce search: for each user query, it identifies a high-recall candidate set from billions of items, laying the foundation for high-quality ranking and user experience. Despite extensive optimization for mainstream queries, existing systems still struggle with long-tail queries, especially knowledge-intensive ones. These queries exhibit diverse linguistic patterns, often lack explicit purchase intent, and require domain-specific knowledge reasoning for accurate interpretation. They also suffer from a shortage of reliable behavioral logs, which makes such queries a persistent challenge for retrieval optimization. To address these issues, we propose an efficient data synthesis framework tailored to retrieval involving long-tail, knowledge-intensive queries. The key idea is to implicitly distill the capabilities of a powerful offline query-rewriting model into an efficient online retrieval system. Leveraging the strong language understanding of LLMs, we train a multi-candidate query rewriting model with multiple reward signals and capture its rewriting capability in well-curated query-product pairs through a powerful offline retrieval pipeline. This design mitigates distributional shift in rewritten queries, which might otherwise limit incremental recall or introduce irrelevant products. Experiments demonstrate that without any additional tricks, simply incorporating this synthetic data into retrieval model training leads to significant improvements. Online Side-By-Side (SBS) human evaluation results indicate a notable enhancement in user search experience.

Tingqiao Xu, Shaowei Yao, Chenhe Dong et al.

Accurately estimating query-item relevance is vital for e-commerce ranking and conversion. While Large Language Models (LLMs) excel at reasoning, they often lack specialized knowledge required for long-tail or fast-evolving queries, necessitating Retrieval-Augmented Generation (RAG). However, production environments face three critical challenges: (1) external context is inherently noisy and inconsistent; (2) extreme latency budgets prohibit multi-stage processing or refinement; and (3) the model must simultaneously assess relevance and context-trust within a unified inference pass. We propose DyKnow-RAG, a reinforcement learning framework that teaches LLMs to learn to trust through dynamic utilization of external knowledge. Built on Group Relative Policy Optimization (GRPO), DyKnow-RAG utilizes a dual-group rollout strategy (parametric-only vs. with-context) and a posterior-driven inter-group advantage scaling mechanism. This enables the model to optimize context utilization without human process labels or extra inference overhead. Our pipeline further integrates structured Chain-of-Thought (CoT) and an uncertainty-prioritized RL pool to stabilize training.Offline evaluations show significant Macro-F1 and Accuracy gains, particularly on noise-sensitive query slices. Importantly, DyKnow-RAG has been deployed in Taobao's production system, serving hundreds of millions of active users and billions of daily search requests. Controlled A/B tests demonstrate consistent lifts in key business metrics, including GSB and Item Goodrate, while maintaining a p99 latency under 400ms. This work provides a scalable and deployable paradigm for operationalizing noisy RAG under extreme efficiency constraints of large-scale industrial search.

Zhi Sun, Wenming Zhang, Yi Wei et al.

Large Language Models (LLMs) are equipped with profound semantic knowledge, making them a natural choice for injecting semantic generalization into personalized search systems. However, in practice we find that directly fine-tuning LLMs on industrial personalized tasks (e.g. next item prediction) often yields suboptimal results. We attribute this bottleneck to a critical Knowledge--Action Gap: the inherent conflict between preserving pre-trained semantic knowledge and aligning with specific personalized actions by discriminative objectives. Empirically, action-only training objectives induce Semantic Collapse, such as attention ``sinks''. This degradation severely cripples the LLM's generalization, failing to bring improvements to personalized search systems. We propose KARMA (Knowledge--Action Regularized Multimodal Alignment), a unified framework that treats semantic reconstruction as a train-only regularizer. KARMA optimizes a next-interest embedding for retrieval (Action) while enforcing semantic decodability (Knowledge) through two complementary objectives: (i) history-conditioned semantic generation, which anchors optimization to the LLM's native next-token distribution, and (ii) embedding-conditioned semantic reconstruction, which constrains the interest embedding to remain semantically recoverable. On Taobao search system, KARMA mitigates semantic collapse (attention-sink analysis) and improves both action metrics and semantic fidelity. In ablations, semantic decodability yields up to +22.5 HR@200. With KARMA, we achieve +0.25 CTR AUC in ranking, +1.86 HR in pre-ranking and +2.51 HR in recalling. Deployed online with low inference overhead at ranking stage, KARMA drives +0.5% increase in Item Click.

Zhengxing Cheng, Yuheng Huang, Zhixuan Zhang et al.

Given the ubiquity of multi-task in practical systems, Multi-Task Learning (MTL) has found widespread application across diverse domains. In real-world scenarios, these tasks often have different priorities. For instance, In web search, relevance is often prioritized over other metrics, such as click-through rates or user engagement. Existing frameworks pay insufficient attention to the prioritization among different tasks, which typically adjust task-specific loss function weights to differentiate task priorities. However, this approach encounters challenges as the number of tasks grows, leading to exponential increases in hyper-parameter tuning complexity. Furthermore, the simultaneous optimization of multiple objectives can negatively impact the performance of high-priority tasks due to interference from lower-priority tasks. In this paper, we introduce a novel multi-task learning framework employing Lagrangian Differential Multiplier Methods for step-wise multi-task optimization. It is designed to boost the performance of high-priority tasks without interference from other tasks. Its primary advantage lies in its ability to automatically optimize multiple objectives without requiring balancing hyper-parameters for different tasks, thereby eliminating the need for manual tuning. Additionally, we provide theoretical analysis demonstrating that our method ensures optimization guarantees, enhancing the reliability of the process. We demonstrate its effectiveness through experiments on multiple public datasets and its application in Taobao search, a large-scale industrial search ranking system, resulting in significant improvements across various business metrics.

Jianhui Yang, Yiming Jin, Pengkun Jiao et al.

Query-product relevance prediction is fundamental to e-commerce search and has become even more critical in the era of AI-powered shopping, where semantic understanding and complex reasoning directly shape the user experience and business conversion. Large Language Models (LLMs) enable generative, reasoning-based approaches, typically aligned via supervised fine-tuning (SFT) or preference optimization methods like Direct Preference Optimization (DPO). However, the increasing complexity of business rules and user queries exposes the inability of existing methods to endow models with robust reasoning capacity for long-tail and challenging cases. Efforts to address this via reinforcement learning strategies like Group Relative Policy Optimization (GRPO) often suffer from sparse terminal rewards, offering insufficient guidance for multi-step reasoning and slowing convergence. To address these challenges, we propose TaoSR-AGRL, an Adaptive Guided Reinforcement Learning framework for LLM-based relevance prediction in Taobao Search Relevance. TaoSR-AGRL introduces two key innovations: (1) Rule-aware Reward Shaping, which decomposes the final relevance judgment into dense, structured rewards aligned with domain-specific relevance criteria; and (2) Adaptive Guided Replay, which identifies low-accuracy rollouts during training and injects targeted ground-truth guidance to steer the policy away from stagnant, rule-violating reasoning patterns toward compliant trajectories. TaoSR-AGRL was evaluated on large-scale real-world datasets and through online side-by-side human evaluations on Taobao Search. It consistently outperforms DPO and standard GRPO baselines in offline experiments, improving relevance accuracy, rule adherence, and training stability. The model trained with TaoSR-AGRL has been successfully deployed in the main search scenario on Taobao, serving hundreds of millions of users.

Pengkun Jiao, Yiming Jin, Jianhui Yang et al.

Query-product relevance analysis is a foundational technology in e-commerce search engines and has become increasingly important in AI-driven e-commerce. The recent emergence of large language models (LLMs), particularly their chain-of-thought (CoT) reasoning capabilities, offers promising opportunities for developing relevance systems that are both more interpretable and more robust. However, existing training paradigms have notable limitations: SFT and DPO suffer from poor generalization on long-tail queries and from a lack of fine-grained, stepwise supervision to enforce rule-aligned reasoning. In contrast, reinforcement learning with verification rewards (RLVR) suffers from sparse feedback, which provides insufficient signal to correct erroneous intermediate steps, thereby undermining logical consistency and limiting performance in complex inference scenarios. To address these challenges, we introduce the Stepwise Hybrid Examination Reinforcement Learning framework for Taobao Search Relevance (TaoSR-SHE). At its core is Stepwise Reward Policy Optimization (SRPO), a reinforcement learning algorithm that leverages step-level rewards generated by a hybrid of a high-quality generative stepwise reward model and a human-annotated offline verifier, prioritizing learning from critical correct and incorrect reasoning steps. TaoSR-SHE further incorporates two key techniques: diversified data filtering to encourage exploration across varied reasoning paths and mitigate policy entropy collapse, and multi-stage curriculum learning to foster progressive capability growth. Extensive experiments on real-world search benchmarks show that TaoSR-SHE improves both reasoning quality and relevance-prediction accuracy in large-scale e-commerce settings, outperforming SFT, DPO, GRPO, and other baselines, while also enhancing interpretability and robustness.

Hua Zong, Qingtao Zeng, Zhengxiong Zhou et al.

In this paper, we propose RecIS, a unified Sparse-Dense training framework designed to achieve two primary goals: 1. Unified Framework To create a Unified sparse-dense training framework based on the PyTorch ecosystem that meets the training needs of industrial-grade recommendation models that integrated with large models. 2.System Optimization To optimize the sparse component, offering superior efficiency over the TensorFlow-based recommendation models. The dense component, meanwhile, leverages existing optimization technologies within the PyTorch ecosystem. Currently, RecIS is being used in Alibaba for numerous large-model enhanced recommendation training tasks, and some traditional sparse models have also begun training in it.

Chenhe Dong, Shaowei Yao, Pengkun Jiao et al.

Query-product relevance prediction is a core task in e-commerce search. BERT-based models excel at semantic matching but lack complex reasoning capabilities. While Large Language Models (LLMs) are explored, most still use discriminative fine-tuning or distill to smaller models for deployment. We propose a framework to directly deploy LLMs for this task, addressing key challenges: Chain-of-Thought (CoT) error accumulation, discriminative hallucination, and deployment feasibility. Our framework, TaoSR1, involves three stages: (1) Supervised Fine-Tuning (SFT) with CoT to instill reasoning; (2) Offline sampling with a pass@N strategy and Direct Preference Optimization (DPO) to improve generation quality; and (3) Difficulty-based dynamic sampling with Group Relative Policy Optimization (GRPO) to mitigate discriminative hallucination. Additionally, post-CoT processing and a cumulative probability-based partitioning method enable efficient online deployment. TaoSR1 significantly outperforms baselines on offline datasets and achieves substantial gains in online side-by-side human evaluations, introducing a novel paradigm for applying CoT reasoning to relevance classification.

Xiang Li, Chao Wang, Jiwei Tan et al.

For better user experience and business effectiveness, Click-Through Rate (CTR) prediction has been one of the most important tasks in E-commerce. Although extensive CTR prediction models have been proposed, learning good representation of items from multimodal features is still less investigated, considering an item in E-commerce usually contains multiple heterogeneous modalities. Previous works either concatenate the multiple modality features, that is equivalent to giving a fixed importance weight to each modality; or learn dynamic weights of different modalities for different items through technique like attention mechanism. However, a problem is that there usually exists common redundant information across multiple modalities. The dynamic weights of different modalities computed by using the redundant information may not correctly reflect the different importance of each modality. To address this, we explore the complementarity and redundancy of modalities by considering modality-specific and modality-invariant features differently. We propose a novel Multimodal Adversarial Representation Network (MARN) for the CTR prediction task. A multimodal attention network first calculates the weights of multiple modalities for each item according to its modality-specific features. Then a multimodal adversarial network learns modality-invariant representations where a double-discriminators strategy is introduced. Finally, we achieve the multimodal item representations by combining both modality-specific and modality-invariant representations. We conduct extensive experiments on both public and industrial datasets, and the proposed method consistently achieves remarkable improvements to the state-of-the-art methods. Moreover, the approach has been deployed in an operational E-commerce system and online A/B testing further demonstrates the effectiveness.

Yabo Ni, Dan Ou, Shichen Liu et al.

Tasks such as search and recommendation have become increas- ingly important for E-commerce to deal with the information over- load problem. To meet the diverse needs of di erent users, person- alization plays an important role. In many large portals such as Taobao and Amazon, there are a bunch of di erent types of search and recommendation tasks operating simultaneously for person- alization. However, most of current techniques address each task separately. This is suboptimal as no information about users shared across di erent tasks. In this work, we propose to learn universal user representations across multiple tasks for more e ective personalization. In partic- ular, user behavior sequences (e.g., click, bookmark or purchase of products) are modeled by LSTM and attention mechanism by integrating all the corresponding content, behavior and temporal information. User representations are shared and learned in an end-to-end setting across multiple tasks. Bene ting from better information utilization of multiple tasks, the user representations are more e ective to re ect their interests and are more general to be transferred to new tasks. We refer this work as Deep User Perception Network (DUPN) and conduct an extensive set of o ine and online experiments. Across all tested ve di erent tasks, our DUPN consistently achieves better results by giving more e ective user representations. Moreover, we deploy DUPN in large scale operational tasks in Taobao. Detailed implementations, e.g., incre- mental model updating, are also provided to address the practical issues for the real world applications.