While intelligent virtual assistants like Siri, Alexa, and Google Assistant have become ubiquitous in modern life, they still face limitations in their ability to follow multi-step instructions and accomplish complex goals articulated in natural language. However, recent breakthroughs in large language models (LLMs) show promise for overcoming existing barriers by enhancing natural language processing and reasoning capabilities. Though promising, applying LLMs to create more advanced virtual assistants still faces challenges like ensuring robust performance and handling variability in real-world user commands. This paper proposes a novel LLM-based virtual assistant that can automatically perform multi-step operations within mobile apps based on high-level user requests. The system represents an advance in assistants by providing an end-to-end solution for parsing instructions, reasoning about goals, and executing actions. LLM-based Process Automation (LLMPA) has modules for decomposing instructions, generating descriptions, detecting interface elements, predicting next actions, and error checking. Experiments demonstrate the system completing complex mobile operation tasks in Alipay based on natural language instructions. This showcases how large language models can enable automated assistants to accomplish real-world tasks. The main contributions are the novel LLMPA architecture optimized for app process automation, the methodology for applying LLMs to mobile apps, and demonstrations of multi-step task completion in a real-world environment. Notably, this work represents the first real-world deployment and extensive evaluation of a large language model-based virtual assistant in a widely used mobile application with an enormous user base numbering in the hundreds of millions.

As web applications continue to expand and diversify their services, user interactions exist in different scenarios. To leverage this wealth of information, cross-domain recommendation (CDR) has gained significant attention in recent years. However, existing CDR approaches mostly focus on information transfer between observed domains, with little attention paid to generalizing to unseen domains. Although recent research on invariant learning can help for the purpose of generalization, relying only on invariant preference may be overly conservative and result in mediocre performance when the unseen domain shifts slightly. In this paper, we present a novel framework that considers both CDR and domain generalization through a united causal invariant view. We assume that user interactions are determined by domain-invariant preference and domain-specific preference. The proposed approach differentiates the invariant preference and the specific preference from observational behaviors in a way of adversarial learning. Additionally, a novel domain routing module is designed to connect unseen domains to observed domains. Extensive experiments on public and industry datasets have proved the effectiveness of the proposed approach under both CDR and domain generalization settings.

Understanding inactive users is the key to user growth and engagement for many Internet companies. However, learning inactive users' representations and their preferences is still challenging because the features available are missing and the positive responses or labels are insufficient. In this paper, we propose a cross domain learning approach to exclusively recommend customized items to inactive users by leveraging the knowledge of active users. Particularly, we represent users, no matter active or inactive users, by their friends' browsing behaviors based on a graph neural network (GNN) layer atop of a heterogeneous graph defined on social networks (user-user friendships) and browsing behaviors (user-page clicks). We jointly optimize the learning tasks of active users in source domain and inactive users in target domain based on the domain invariant features extracted from the embedding of our GNN layer, where the domain invariant features that are learned to benefit both tasks on active/inactive users, and are indiscriminate with respect to the shift between the domains. Extensive experiments show that our approach can well capture the preference of inactive users using both public data and real-world data at Alipay.

For many Internet companies, it has been an important focus to improve user retention rate. To achieve this goal, we need to recommend proper services in order to meet the demands of users. Unlike conventional click-through rate (CTR) estimation, there are lots of noise in the collected data when modeling retention, caused by two major issues: 1) implicit impression-revisit effect: users could revisit the APP even if they do not explicitly interact with the recommender system; 2) selection bias: recommender system suffers from selection bias caused by user's self-selection. To address the above challenges, we propose a novel method named UR-IPW (User Retention Modeling with Inverse Propensity Weighting), which 1) makes full use of both explicit and implicit interactions in the observed data. 2) models revisit rate estimation from a causal perspective accounting for the selection bias problem. The experiments on both offline and online environments from different scenarios demonstrate the superiority of UR-IPW over previous methods. To the best of our knowledge, this is the first work to model user retention by estimating the revisit rate from a causal perspective.

Mobile payment such as Alipay has been widely used in our daily lives. To further promote the mobile payment activities, it is important to run marketing campaigns under a limited budget by providing incentives such as coupons, commissions to merchants. As a result, incentive optimization is the key to maximizing the commercial objective of the marketing campaign. With the analyses of online experiments, we found that the transaction network can subtly describe the similarity of merchants' responses to different incentives, which is of great use in the incentive optimization problem. In this paper, we present a graph representation learning method atop of transaction networks for merchant incentive optimization in mobile payment marketing. With limited samples collected from online experiments, our end-to-end method first learns merchant representations based on an attributed transaction networks, then effectively models the correlations between the commercial objectives each merchant may achieve and the incentives under varying treatments. Thus we are able to model the sensitivity to incentive for each merchant, and spend the most budgets on those merchants that show strong sensitivities in the marketing campaign. Extensive offline and online experimental results at Alipay demonstrate the effectiveness of our proposed approach.