Large language model (LLM) agents have emerged as a promising solution for enhancing recommendation systems via user simulation. However, existing studies predominantly resort to prompt-based simulation using frozen LLMs, which frequently results in suboptimal item modeling and user preference learning, thereby ultimately constraining recommendation performance. To address these challenges, we introduce VRAgent-R1, a novel agent-based paradigm that incorporates human-like intelligence in user simulation. Specifically, VRAgent-R1 comprises two distinct agents: the Item Perception (IP) Agent and the User Simulation (US) Agent, designed for interactive user-item modeling. Firstly, the IP Agent emulates human-like progressive thinking based on MLLMs, effectively capturing hidden recommendation semantics in videos. With a more comprehensive multimodal content understanding provided by the IP Agent, the video recommendation system is equipped to provide higher-quality candidate items. Subsequently, the US Agent refines the recommended video sets based on in-depth chain-of-thought (CoT) reasoning and achieves better alignment with real user preferences through reinforcement learning. Experimental results on a large-scale video recommendation benchmark MicroLens-100k have demonstrated the effectiveness of our proposed VRAgent-R1 method, e.g., the IP Agent achieves a 6.0% improvement in NDCG@10, while the US Agent shows approximately 45.0% higher accuracy in user decision simulation compared to state-of-the-art baselines.

Existing video recommendation systems, relying mainly on ID-based embedding mapping and collaborative filtering, often fail to capture in-depth video content semantics. Moreover, most struggle to address biased user behaviors (e.g., accidental clicks, fast skips), leading to inaccurate interest modeling and frequent negative feedback in top recommendations with unclear causes. To tackle this issue, we collect real-world user video-watching sequences, annotate the reasons for users' dislikes, and construct a benchmark dataset for personalized explanations. We then introduce the Agentic Explainable Negative Feedback (ENF) framework, which integrates three core components: (1) the Profile Agent, extracting behavioral cues from users' historical data to derive psychological and personality profiles; (2) the Video Agent, performing comprehensive multimodal video analysis; and (3) the Reason Agent, synthesizing information from the other two agents to predict user engagement and generate explanations. Additionally, we propose the S-GRPO algorithm, enabling the model to progressively address complex tasks during reinforcement fine-tuning. Experimental results on the collected dataset show that our method significantly outperforms state-of-the-art baselines in negative feedback prediction and reason explanation. Notably, it achieves an 8.6% improvement over GPT-4o in reason classification. Deployment on the business platform further validates its benefits: increasing average user watch time by 6.2%, reducing the fast-skip rate by 9.4% , and significantly enhancing user satisfaction.

User feedback is critical for refining recommendation systems, yet explicit feedback (e.g., likes or dislikes) remains scarce in practice. As a more feasible alternative, inferring user preferences from massive implicit feedback has shown great potential (e.g., a user quickly skipping a recommended video usually indicates disinterest). Unfortunately, implicit feedback is often noisy: a user might skip a video due to accidental clicks or other reasons, rather than disliking it. Such noise can easily misjudge user interests, thereby undermining recommendation performance. To address this issue, we propose a novel Group-aware User Behavior Simulation (G-UBS) paradigm, which leverages contextual guidance from relevant user groups, enabling robust and in-depth interpretation of implicit feedback for individual users. Specifically, G-UBS operates via two key agents. First, the User Group Manager (UGM) effectively clusters users to generate group profiles utilizing a ``summarize-cluster-reflect" workflow based on LLMs. Second, the User Feedback Modeler (UFM) employs an innovative group-aware reinforcement learning approach, where each user is guided by the associated group profiles during the reinforcement learning process, allowing UFM to robustly and deeply examine the reasons behind implicit feedback. To assess our G-UBS paradigm, we have constructed a Video Recommendation benchmark with Implicit Feedback (IF-VR). To the best of our knowledge, this is the first multi-modal benchmark for implicit feedback evaluation in video recommendation, encompassing 15k users, 25k videos, and 933k interaction records with implicit feedback. Extensive experiments on IF-VR demonstrate that G-UBS significantly outperforms mainstream LLMs and MLLMs, with a 4.0% higher proportion of videos achieving a play rate > 30% and 14.9% higher reasoning accuracy on IF-VR.

Online game advertising is a prominent class of Web-mediated interactive services, where understanding and predicting player Lifetime Value (LTV) is a core scientific challenge in Web-scale user modeling, personalization, and digital economy optimization. However, the LTV prediction task poses severe challenges to traditional methods, which include data sparsity and complex distribution characteristics (such as zero-inflation, long tail, multimodal distribution, and cross-game). Existing methods struggle to capture the realistic and complex LTV distributions and exhibit limitations in leveraging cross-game data. We propose the first cross-game dynamic mixture framework with weighted sub-distributions for LTV prediction, DynaMoLTV. DynaMoLTV primarily models complex distributions via a zero-inflated mixture of lognormal (ZIMLN) loss, incorporates a game expert for cross-game data adaptation, employs a hierarchical payment classifier to capture consumption pattern variations, and integrates coarse and fine-grained losses to balance high-value user identification with LTV prediction accuracy. We conduct comprehensive experiments. The results demonstrate that DynaMoLTV achieves the best performance compared to five state-of-the-art baselines across metrics, including paid user identification, high-value user recall and LTV prediction accuracy. Specifically on three gaming datasets, DynaMoLTV reduces RMSE by 0.76%–46.65%, improves AUC by 0.94%–7.11%, and improves Norm-GINI by 0.63%–11.77% compared to five state-of-the-art baselines. DynaMoLTV also significantly improves ranking capabilities, with Recall@50K increasing by 17.64%–577.78%. We validate DynaMoLTV's effectiveness through two online A/B tests: (1) In the scenario of churned user re-engagement, DynaMoLTV increases online LTV by 20.3%-142.6% and downloads by 22.6%-37.7%. (2) In the scenario of online game advertising, DynaMoLTV increases GMV by 1.89% and GMV(ROI) by 27.31%. Our method has been fully deployed in a Web-based online game advertising platform, which ensures that LTV predictions remain personalized for online gaming ad delivery, supporting smarter and more inclusive decision-making on the Web.

Graph neural networks have been widely used in recent recommender systems, where negative sampling plays an important role. Existing negative sampling methods restrict the relationship between nodes as either hard positive pairs or hard negative pairs. This leads to the loss of structural information, and lacks the mechanism to generate positive pairs for nodes with few neighbors. To overcome limitations, we propose a novel soft link-based sampling method, namely MixDec Sampling, which consists of Mixup Sampling module and Decay Sampling module. The Mixup Sampling augments node features by synthesizing new nodes and soft links, which provides sufficient number of samples for nodes with few neighbors. The Decay Sampling strengthens the digestion of graph structure information by generating soft links for node embedding learning. To the best of our knowledge, we are the first to model sampling relationships between nodes by soft links in GNN-based recommender systems. Extensive experiments demonstrate that the proposed MixDec Sampling can significantly and consistently improve the recommendation performance of several representative GNN-based models on various recommendation benchmarks.