From Language to Behavior: Scaling Sequence Transformers for Industrial Recommendation Ranking with Rec-Native Designs

Scaling Transformers has driven large gains in language modeling, but transplanting this to behavior-sequence modeling in production ranking is challenging: recommendation differs in signal quality, where behavior sequences are noisy, temporally irregular, and sparsely supervised, and in computation asymmetry, where each request scores many candidates against one shared user history under tight latency budgets. We propose ReST, a recommendation-native Transformer scaling framework. For signal quality, it introduces a sequence encoder with dual-gated attention, rotary positional and temporal embedding, stabilized residual normalization, and training-only auxiliary objectives. For computation asymmetry, it factorizes ranking into a heavy reusable encoder and a lightweight cross decoder with projection-free KV attention and token-specific parameterization, coupling user-level shared-prefix training with shared-prefix serving for compute-once, decode-many-times ranking. Across industrial and public benchmarks, ReST achieves higher accuracy and scales more consistently along sequence length, depth, and width, where LLM-style Transformer blocks saturate. A one-week online A/B test on a production advertising platform improves online AUC by 1.31% and lifts a core revenue metric by 11.93% within a 50 ms P99 budget; ReST has since been fully deployed in production, showing that behavior-sequence scaling remains a promising, under-exploited axis for production ranking.

UniGD: A Unified Generative-Discriminative Framework for Industrial Retrieval

Generative retrieval (GR) is a promising paradigm for industrial search advertising, yet its deployment is constrained by strict relevance and latency requirements. Existing systems cascade GR with an independent relevance model, decoupling the generative likelihood objective from query-ad relevance discrimination, which compromises effectiveness and increases serving costs. We propose a Unified Generative-Discriminative framework (UniGD) that integrates retrieval and relevance scoring within a single model. To mitigate gradient interference in joint optimization, UniGD introduces Conflict-Aware Gradient Enhancement (CAGE) to adaptively coordinate the two objectives. UniGD further designs a Codebook-Anchored Representation Module (CAM) that anchors item representations to frozen hierarchical codebooks distilled from a multimodal pretrained model, thereby endowing them with rich and generalizable semantic priors. For heterogeneous short-video, product, and live-stream ads, UniGD proposes Heterogeneous Ad-material Modeling (HAM), which captures cross-type semantic commonality over a shared backbone while preserving type-specific modeling capacity. Online AB tests on Kuaishou search advertising platform show that UniGD raises ad revenue by 5.78%, reduces inference latency by 33%, and improves discriminative relevance estimation. On NQ320K and MS300K, UniGD improves Recall@10 over the strongest reproduced GR baseline by 8.44% and 3.19%, respectively.

RecSys Factory: Bounding LLM Agent Autonomy to Decision Points in the Industrial Recommender Lifecycle

Deploying LLM agents into industrial recommender operations exposes a three-way tension we frame as the autonomy-determinism-efficiency trilemma: general autonomy (interpreting operator intent, generating glue code zero-shot), industrial determinism (schema-conforming feature extraction, non-crashing A/B, zero compliance-path hallucination), and end-to-end efficiency. Any two can be maximized against the third. We present RecSys Factory, an LLM-agent platform deployed for 78 days across three heterogeneous Tencent recommender business lines. The design principle is autonomy at decision points, not over pipelines, made concrete through three deconstructions that each discharge one vertex of the trilemma. Runtime is deconstructed into three host-emitted event sources (Claude Code Stop hooks, corporate-IM webhooks, workflow scheduler APIs): the platform carries no long-running daemon during the wait phase and consumes zero CPU during the 94% of wall-clock spent waiting on Spark or GPU jobs. Capability is deconstructed into a 29-file skill ecosystem (8,971 lines of SKILL.md) whose per-skill pitfall tables mechanically compile into a 400-entry PitfallStore, confining autonomy to bounded typed decision surfaces inside pre-committed pipelines. Deployment spans three business lines with disjoint label semantics, A/B layer topologies, and operator personas; an onboarding-time compression is observed on two of the three and is reported as a case-study observation, not a generalization claim, and not measured against a controlled pre-platform baseline. The human is retained at the diagnostic-versus-execution boundary via a human-in-the-loop card protocol, deployed as an audit-trail primitive (schema-validated, idempotent, replayable) and reported from an 8-day 16-run pilot. Across the 78-day window the platform recorded 1,624 CLI-tool dispatches at a 78.6% aggregate success rate.

GALA: Generative Aligned Learning for Adaptive Multimodal Representation in the Taobao Shangou Recommender System

Modern recommender systems in food delivery increasingly leverage multimodal signals, including images, text, and user interaction histories, to enhance user experience, yet effective fusion of these heterogeneous modalities remains challenging, hindering both the joint modeling of multimodal signals and adaptation to evolving user intent. In mainstream two-stage approaches, the separation between content-semantic pretraining of image-text encoders and behavior-driven ranking models limits alignment between semantic understanding and user behavior patterns. To address these issues, we present GALA, a three-stage pipeline whose core innovation lies in an intermediate "generative RL alignment" stage that constructs multimodal pretraining data from user behavior and refines it via conversion-based rewards, effectively bridging the pretraining-fine-tuning gap to align with downstream objectives. GALA comprises three stages: first, behavior-aware triplet pretraining on query-image-text pairs from search logs to early capture user intent and content preferences; second, a novel intermediate stage that refines multimodal embeddings through reward-driven optimization (GRPO) to dynamically align them with user behavior and bridge the pretraining-fine-tuning gap; and finally, integration of multimodal and ID embeddings via adaptive gating with a hybrid loss, preserving multimodal contributions under long-term ID-dominant training. GALA has been deployed in the production environment at Taobao Shangou, serving over 200 million daily active users. Compared with state-of-the-art (SOTA) methods, it delivers consistent offline gains of +0.12/+0.20 AUC along with better PCOC metrics. Large-scale online A/B tests further report a 0.55 percent increase in order volume, confirming GALA's effectiveness at industrial scale and its robustness across diverse demand patterns.

Heterogeneous Ranking in Industrial-Scale Recommender Systems: A Case Study

Heterogeneous recommendation feeds present complex challenges that extend beyond those found in highly homogeneous environments (e.g., music-only or video-only closed-ecosystem platforms). In Google Discover, a unified feed integrates diverse content sourced from the decentralized open web, including web articles, long-form and short-form videos, user-generated content (UGC), and beyond. Different content types exhibit distinct feature densities and user interaction patterns. Building a unified ranking model that sustains high performance across such heterogeneity, while avoiding negative transfer or majority bias, remains a significant industrial challenge. This paper presents an end-to-end case study on the industrial-scale multi-task ranking of heterogeneous feeds, grounded in real-world deployment. We introduce HA-MoE, a heterogeneity-adaptive multi-gated mixture-of-experts architecture that incorporates explicit heterogeneity context into both gating networks and expert representations. This approach enables effective specialization without significantly increasing operational overhead. To support reliable deployment, we introduce LENS, a lightweight observability framework that provides interpretable diagnostics of expert specialization and tracks this functional heterogeneity across continuous retraining. We evaluate our method using Dual-Level AUC (DL-AUC), a heterogeneity-aware evaluation metric that combines global ranking performance with cross-segment ranking correctness. Offline evaluations on a large-scale industrial dataset demonstrate consistent improvements over baseline models. Furthermore, online A/B testing confirms gains in feed activity and exploration metrics. Together, offline and online results validate the effectiveness of our approach for managing heterogeneity in industrial-scale recommender systems.

OneShot: Index-in-Ranking with Neural Scoring for Large-Scale Retrieval

In modern recommendation systems, retrieval serves as a primary stage responsible for filtering billions of candidate items down to thousands prior to refined ranking. To make this massive search effective and efficient, the system relies on ranking accuracy and indexing efficiency. However, these two objectives are traditionally misaligned: while the former optimizes for the alignment between ranking predictions and user behavior, the latter optimizes for a structural grouping of item representations which enables fast search among billions of candidates. Thus, despite extensive efforts to scale up interaction modeling for retrieval, they remain fundamentally limited by the structural misalignment between the ranking objectives and the proximity-learned index. In this work, we address this long-standing dichotomy by proposing a new holistic retrieval framework, OneShot. It is an end-to-end, in-model index learning framework that natively aligns index learning with ranking objectives. Using this joint learning as a structural foundation, OneShot pushes the boundaries of retrieval expressiveness by scaling interaction modeling with neural scoring beyond the persistent dot-product bottleneck. OneShot is fully deployed in Instagram's industrial short-video recommendation system, driving significant wins in user daily sessions, engagement, and time-spent. Additionally, OneShot achieves a $20\%$ recall gain at the operational ranking volume and a 10x efficiency improvement at an equivalent recall level.

WHALE: A Scalable Unified Model for Recommendation with Wukong-HSTU Architecture

As scalability becomes increasingly important in recommendation modeling, recent architectures have advanced the modeling of two broad sources of ranking signals along separate paths: non-sequence features, including user, item, context, and cross features; and sequence features from user behavior histories. Wukong and HSTU have emerged as representative scalable backbones for these paths: Wukong scales high-order non-sequence feature-interaction modeling, while HSTU scales long user-behavior sequence modeling. Despite their complementary strengths, practical architectures that combine these two types of feature modeling remain underexplored. We present WHALE, a scalable unified recommendation architecture that jointly models non-sequence and sequence features on top of Wukong and HSTU. Each WHALE layer contains a Wukong module, an HSTU module, and an attention-based fusion module in which Wukong-derived interaction representations query HSTU-derived behavior representations. This design keeps both backbones active throughout the network and enables progressive Wukong-HSTU exchange, allowing high-order feature crosses to repeatedly retrieve fine-grained evidence from long user histories. To make WHALE practical for industrial deployment, we introduce customized Triton kernels and other model-systems co-design techniques to improve training and inference efficiency. On large-scale industrial recommendation data, WHALE achieves consistent gains in offline experiments. Additionally, it delivers positive online gains with a modest serving-throughput trade-off. The method has been deployed in production systems. Overall, WHALE provides a practical example of how these two sources of information can be scalably unified in an industrial recommendation model.

Atomic Intent Reasoning: Bringing LLM Semantics to Industrial Cross-Domain Recommendations

Cross-domain recommendation is a core problem in content-to-e-commerce platforms. Its objective is to leverage user interactions with content to infer potential purchasing intent on the e-commerce side, thereby enhancing conversion rates and commercial value. However, in real industrial scenarios, cross-domain recommendation faces multiple challenges: significant semantic gaps exist between different domains, and user cross-domain behavior sequences are often massive in scale and rich in noise. Although large language models (LLMs) possess powerful semantic understanding and reasoning capabilities, their millisecond-level inference latency makes direct application in online recommendation systems difficult. To address these issues, this paper introduces AIR (Atomic Intent Reasoning), an LLM-driven cross-domain recommendation framework designed for industrial-grade deployment. By migrating LLM inference to the offline phase and dynamically constructing user intent representations through efficient retrieval and composition during online operations, it achieves approximately 400* inference acceleration while maintaining semantic consistency. Experimental results across multiple public datasets demonstrate that our method achieves state-of-the-art performance in cross-domain recommendation tasks. Furthermore, large-scale online A/B testing conducted in Kuaishou E-commerce's real-world business scenarios shows that our approach delivers stable and significant improvements across multiple core business metrics, including a +3.446% increase in GMV, fully validating its effectiveness and practical value in industrial-scale recommendation systems.

Taiji: Pareto Optimal Policy Optimization with Semantics-IDs Trade-off for Industrial LLM-Enhanced Recommendation

Scaling recommender systems via large language models (LLMs) has become a prominent trend in the industry. However, aligning the LLM's semantic space with the recommender's ID space via post-training (e.g., SFT and RL) remains challenging. Existing LLM4Rec paradigms are bottlenecked by two main issues: (1) the difficulty of measuring and improving chain-of-thought (CoT) quality in open-domain recommendation during SFT, and (2) the neglect of the trade-off between LLM semantic rewards and recommendation preference rewards during RL alignment. Inspired by these challenges, we present Taiji, a novel LLM-as-Enhancer framework designed for industrial recommender systems. To overcome the SFT bottleneck, we utilize reverse-engineered reasoning and open-ended rejection sampling to generate high-quality, domain-specific CoT data. To resolve the RL alignment issue, we propose Pareto Optimal Policy Optimization (POPO), which adaptively adjusts cross-domain reward weights. Theoretically, it achieves an optimal trade-off between the semantic world knowledge of LLMs and the collaborative ID features representing online user preferences. Extensive offline evaluations and online A/B tests validate the effectiveness of Taiji. Deployed on Kuaishou's advertising platform since May 2026, Taiji currently serves over 400 million users daily, yielding significant commercial revenue and demonstrating its robust scalability in web-scale environments.