Reward fine-tuning is becoming an important tool for adapting diffusion models to human preferences and task-specific objectives, but existing methods largely inherit policy-gradient machinery from large language models. Unlike autoregressive models, diffusion models do not provide tractable likelihoods for generated samples. As a result, current approaches either construct trajectory likelihoods from stochastic denoising transitions or approximate endpoint likelihoods with evidence lower bound, introducing additional computation and algorithmic complexity. We demonstrate that this likelihood-based machinery is not necessary for effective diffusion reward fine-tuning. We propose reward-based velocity matching (RVM), a simple trajectory-free update that acts directly on the velocity field. RVM reinforces directions associated with high-reward generations, suppresses those with low reward, and involves an optional anchor term controlling drift from a reference velocity. Notably, it provides a general framework that recovers recent fine-tuning methods, including RAM and DiffusionNFT, as special cases. Across various large-scale diffusion models reward fine-tuning tasks, RVM is competitive with or outperforms trajectory-based policy-gradient methods under substantially reduced training cost. We further find that, once the velocity update is simplified, the particular loss variant matters less than reward and anchor design. For video generation, standard preference rewards can favor visually clean but nearly static outputs; introducing a new dynamic-tracking reward that substantially improve motions while improving overall VBench performance. These results suggest that scalable reward fine-tuning for diffusion models is better posed in the native velocity representation than as likelihood-based policy optimization.
Subject-driven image personalization---generating new images that preserve the identity of one or several reference subjects in novel scenes---is a foundational capability for modern visual content creation. It is currently dominated by generalized methods that fine-tune a pretrained multimodal diffusion transformer (MMDiT) on hundreds of thousands to millions of paired \emph{(reference, composed-target)} examples, where each composed target is a synthesized image of the subject in a novel scene. Producing such targets demands a costly multi-stage curation pipeline---LLM-based prompt generation, T2I-based composed-target synthesis, reference-subject extraction, VLM-based quality filtering, and correspondence labeling---and tightly couples each method to a particular target synthesizer and curation choice. We introduce \emph{CRAFT} (Constrained Reward via Attention Fine-Tuning), a single-step ReFL framework that fine-tunes a pre-trained \emph{reference-aware} MMDiT via LoRA adapters using a compact reference-only data construction---$10$K reference images and subject masks, with no composed-target supervision. CRAFT realizes a \emph{Where to look} principle: attention-level rewards align noise- and phrase-token attention with the correct reference subject, and the resulting per-subject attention masks gate a pixel-level identity reward to keep image-space supervision consistent with the learned attention routing. Applied to FLUX.2-klein-9B, CRAFT achieves state-of-the-art performance on XVerseBench \rev{while using no composed-target supervision---only $10$K reference-only samples, whereas prior generalized methods require $150$K to over $2$M composed-target pairs}. The same recipe transfers to other reference-aware backbones, consistently improving performance. Project page: https://jihun999.github.io/projects/CRAFT/.