Predicting human mobility is crucial for urban planning, traffic control, and emergency response. Mobility behaviors can be categorized into individual and collective, and these behaviors are recorded by diverse mobility data, such as individual trajectory and crowd flow. As different modalities of mobility data, individual trajectory and crowd flow have a close coupling relationship. Crowd flows originate from the bottom-up aggregation of individual trajectories, while the constraints imposed by crowd flows shape these individual trajectories. Existing mobility prediction methods are limited to single tasks due to modal gaps between individual trajectory and crowd flow. In this work, we aim to unify mobility prediction to break through the limitations of task-specific models. We propose a universal human mobility prediction model (named UniMob), which can be applied to both individual trajectory and crowd flow. UniMob leverages a multi-view mobility tokenizer that transforms both trajectory and flow data into spatiotemporal tokens, facilitating unified sequential modeling through a diffusion transformer architecture. To bridge the gap between the different characteristics of these two data modalities, we implement a novel bidirectional individual and collective alignment mechanism. This mechanism enables learning common spatiotemporal patterns from different mobility data, facilitating mutual enhancement of both trajectory and flow predictions. Extensive experiments on real-world datasets validate the superiority of our model over state-of-the-art baselines in trajectory and flow prediction. Especially in noisy and scarce data scenarios, our model achieves the highest performance improvement of more than 14% and 25% in MAPE and Accuracy@5. The codes are available online: https://github.com/tsinghua-fib-lab/UniMob.

With global urbanization, the focus on sustainable cities has largely grown, driving research into equity, resilience, and urban planning, which often relies on mobility data. The rise of web-based apps and mobile devices has provided valuable user data for mobility-related research. However, real-world mobility data is costly and raises privacy concerns. To protect privacy while retaining key features of real-world movement, the demand for synthetic data has steadily increased. Recent advances in diffusion models have shown great potential for mobility trajectory generation due to their ability to model randomness and uncertainty. However, existing approaches often directly apply identically distributed (i.i.d.) noise sampling from image generation techniques, which fail to account for the spatiotemporal correlations and social interactions that shape urban mobility patterns. In this paper, we propose CoDiffMob, a diffusion model for urban mobility generation with collaborative noise priors, we emphasize the critical role of noise in diffusion models for generating mobility data. By leveraging both individual movement characteristics and population-wide dynamics, we construct novel collaborative noise priors that provide richer and more informative guidance throughout the generation process. Extensive experiments demonstrate the superiority of our method, with generated data accurately capturing both individual preferences and collective patterns, achieving an improvement of over 32%. Furthermore, it can effectively replace web-derived mobility data to better support downstream applications, while safeguarding user privacy and fostering a more secure and ethical web. This highlights its tremendous potential for applications in sustainable city-related research. The code and data are available at https://github.com/tsinghua-fib-lab/CoDiffMob.

Urban spatio-temporal prediction is crucial for informed decision-making, such as traffic management, resource optimization, and emergency response. Despite remarkable breakthroughs in pretrained natural language models that enable one model to handle diverse tasks, a universal solution for spatio-temporal prediction remains challenging. Existing prediction approaches are typically tailored for specific spatio-temporal scenarios, requiring task-specific model designs and extensive domain-specific training data. In this study, we introduce UniST, a universal model designed for general urban spatio-temporal prediction across a wide range of scenarios. Inspired by large language models, UniST achieves success through: (i) utilizing diverse spatio-temporal data from different scenarios, (ii) effective pre-training to capture complex spatio-temporal dynamics, (iii) knowledge-guided prompts to enhance generalization capabilities. These designs together unlock the potential of building a universal model for various scenarios. Extensive experiments on more than 20 spatio-temporal scenarios, including grid-based data and graph-based data, demonstrate UniST’s efficacy in advancing state-of-the-art performance, especially in few-shot and zero-shot prediction.

Urban spatio-temporal prediction is crucial for informed decision-making, such as traffic management, resource optimization, and emergence response. Despite remarkable breakthroughs in pretrained natural language models that enable one model to handle diverse tasks, a universal solution for spatio-temporal prediction remains challenging. Existing prediction approaches are typically tailored for specific spatio-temporal scenarios, requiring task-specific model designs and extensive domain-specific training data. In this study, we introduce UniST, a universal model designed for general urban spatio-temporal prediction across a wide range of scenarios. Inspired by large language models, UniST achieves success through: (i) utilizing diverse spatio-temporal data, (ii) effective pre-training to capture complex spatio-temporal relationships, (iii) spatio-temporal knowledge-guided prompts to enhance generalization capabilities. These designs together unlock the potential of building a universal model for various scenarios. Extensive experiments on more than 20 spatio-temporal scenarios demonstrate UniST's efficacy in advancing state-of-the-art performance, especially in few-shot and zero-shot prediction. The datasets and code implementation are released on https://github.com/tsinghua-fib-lab/UniST.

Daily activity data recording individuals’ various activities in daily life are widely used in many applications such as activity scheduling, activity recommendation, and policymaking. Though with high value, its accessibility is limited due to high collection costs and potential privacy issues. Therefore, simulating human activities to produce massive high-quality data is of great importance. However, existing solutions, including rule-based methods with simplified behavior assumptions and data-driven methods directly fitting real-world data, both cannot fully qualify for matching reality. In this article, motivated by the classic psychological theory, Maslow’s need theory describing human motivation, we propose a knowledge-driven simulation framework based on generative adversarial imitation learning. Our core idea is to model the evolution of human needs as the underlying mechanism that drives activity generation in the simulation model. Specifically, a hierarchical model structure that disentangles different need levels and the use of neural stochastic differential equations successfully capture the piecewise-continuous characteristics of need dynamics. Extensive experiments demonstrate that our framework outperforms the state-of-the-art baselines regarding data fidelity and utility. We also present the insightful interpretability of the need modeling. Moreover, privacy preservation evaluations validate that the generated data does not leak individual privacy. The code is available at https://github.com/tsinghua-fib-lab/Activity-Simulation-SAND .

Predicting citizens’ visiting behaviors to urban facilities is instrumental for city governors and planners to detect inequalities in urban opportunities and optimize the distribution of facilities and resources. Previous works predict facility visits simply using observed visit behavior, yet citizens’ intrinsic demands for facilities are not characterized explicitly, causing potential incorrect learned relations in the prediction results. In this article, to make up for this deficiency, we present a demand-driven urban facility visit prediction method that decomposes citizens’ visits to facilities into their unobservable demands and their capability to fulfill them. Demands are expressed as the function of regional demographic attributes by a neural network, and the fulfillment capability is determined by the urban region’s spatial accessibility to facilities. Extensive evaluations of datasets of three large cities confirm the efficiency and rationality of our model. Our method outperforms the best state-of-the-art model by 8.28% on average in facility visit prediction tasks. Further analyses demonstrate the reasonableness of recovered facility demands and their relationship with citizen demographics. For instance, senior citizens tend to have higher medical demands but lower shopping demands. Meanwhile, estimated capabilities and accessibilities provide deeper insights into the decaying accessibility with respect to spatial distance and facilities’ diverse functions in the urban environment. Our findings shed light on demand-driven urban data mining and demand-based urban facility planning.

Spatio-temporal point process (STPP) is a stochastic collection of events accompanied with time and space. Due to computational complexities, existing solutions for STPPs compromise with conditional independence between time and space, which consider the temporal and spatial distributions separately. The failure to model the joint distribution leads to limited capacities in characterizing the spatio-temporal entangled interactions given past events. In this work, we propose a novel parameterization framework for STPPs, which leverages diffusion models to learn complex spatio-temporal joint distributions. We decompose the learning of the target joint distribution into multiple steps, where each step can be faithfully described by a Gaussian distribution. To enhance the learning of each step, an elaborated spatio-temporal co-attention module is proposed to capture the interdependence between the event time and space adaptively. For the first time, we break the restrictions on spatio-temporal dependencies in existing solutions, and enable a flexible and accurate modeling paradigm for STPPs. Extensive experiments from a wide range of fields, such as epidemiology, seismology, crime, and urban mobility, demonstrate that our framework outperforms the state-of-the-art baselines remarkably. Further in-depth analyses validate its ability to capture spatio-temporal interactions, which can learn adaptively for different scenarios. The datasets and source code are available online: https://github.com/tsinghua-fib-lab/Spatio-temporal-Diffusion-Point-Processes.

Daily activity data that records individuals’ various types of activities in daily life are widely used in many applications such as activity scheduling, activity recommendation, and policymaking. Though with high value, its accessibility is limited due to high collection costs and potential privacy issues. Therefore, simulating human activities to produce massive high-quality data is of great importance to benefit practical applications. However, existing solutions, including rule-based methods with simplified assumptions of human behavior and data-driven methods directly fitting real-world data, both cannot fully qualify for matching reality. In this paper, motivated by the classic psychological theory, Maslow’s need theory describing human motivation, we propose a knowledge-driven simulation framework based on generative adversarial imitation learning. To enhance the fidelity and utility of the generated activity data, our core idea is to model the evolution of human needs as the underlying mechanism that drives activity generation in the simulation model. Specifically, this is achieved by a hierarchical model structure that disentangles different need levels, and the use of neural stochastic differential equations that successfully captures piecewise-continuous characteristics of need dynamics. Extensive experiments demonstrate that our framework outperforms the state-of-the-art baselines in terms of data fidelity and utility. Besides, we present the insightful interpretability of the need modeling. The code is available at https://github.com/tsinghua-fib-lab/Activity-Simulation-SAND.

Traffic congestion incurs long delay in travel time, which seriously affects our daily travel experiences. Exploring why traffic congestion occurs is significantly important to effectively address the problem of traffic congestion and improve user experience. Traditional approaches to mine the congestion causes depend on human efforts, which is time consuming and cost-intensive. Hence, we aim at discovering the known and unknown causes of traffic congestion in a systematic way. However, to achieve it, there are three challenges: (1) traffic congestion is affected by several factors with complex spatio-temporal relations; (2) there are a few samples of congestion data with known causes due to the limitation of human label; (3) more unknown congestion causes are unexplored since several factors contribute to traffic congestion. To address above challenges, we design a congestion cause discovery system consisting of two modules: (1) congestion feature extraction module, which extracts the important features distinguishing between different causes of congestion; and (2) congestion cause discovery module, which designs a deep semi-supervised learning based framework to discover the causes of traffic congestion with limited labeled data. Specifically, in pre-training stage, it first leverages a few labeled data as prior knowledge to pre-train the model. Then, in clustering stage, we propose two different clustering methods to discover the congestion causes. For the first clustering method, we extend the classic deep embedded clustering model to produce clusters via soft assignment. For the second one, we iteratively usek-means to group the latent features extracted from the pre-trained model, and use the cluster results as pseudo-labels to fine-tune the network. Extensive experiments show that the performance of our methods is superior to the state-of-the-art baselines, which demonstrates the effectiveness of the proposed cause discovery system. Additionally, our system is deployed and used in the practical production environment at Amap.

In recent years, due to the prevalence of online textual advertisements, increasing businesses recognize their huge potential in product promotion. The high-quality textual content has been empirically shown to have a substantial impact on consumers’ attitudes and decisions. As a result, persuasive tactics play an essential role in online textual advertisements, which are employed to increase the attractiveness, and sequentially increase the conversion rate and sales volume. As the context of persuasion, product attributes, e.g., category and price, also greatly influence the persuasion outcomes. However, they are largely overlooked by existing works. In this paper, we propose a novel framework to study context-aware persuasion by designing a multi-task learning model and performing extensive causal analysis. First, the prediction model recognizes the persuasive tactics employed in an advertising text and predicts their promotion effectiveness. Specifically, we design a disentangled representation learning algorithm to capture the persuasive tactics, and then develop a novel context-aware attention module to model the relationships between persuasive tactics and product attributes. Experiments on a large-scale real-world dataset demonstrate the superior performance of our proposed model over state-of-the-art baselines. Then we show its great practical value by conducting an in-depth causal analysis of context-aware results that our model learns, which offers insightful interpretations and guidelines for marketers to employ persuasive tactics in textual advertisements.

In online information systems, users make decisions based on factors of several specific aspects, such as brand, price, etc. Existing recommendation engines ignore the explicit modeling of these factors, leading to sub-optimal recommendation performance. In this paper, we focus on the real-world scenario where these factors can be explicitly captured (the users are exposed with decision factor-based persuasion texts, i.e., persuasion factors). Although it allows us for explicit modeling of user-decision process, there are critical challenges including the persuasion factor's representation learning and effect estimation, along with the data-sparsity problem. To address them, in this work, we present our POEM (short for Persuasion factOr Effect Modeling) system. We first propose the persuasion-factor graph convolutional layers for encoding and learning representations from the persuasion-aware interaction data. Then we develop a prediction layer that fully considers the user sensitivity to the persuasion factors. Finally, to address the data-sparsity issue, we propose a counterfactual learning-based data augmentation method to enhance the supervision signal. Real-world experiments demonstrate the effectiveness of our proposed framework of modeling the effect of persuasion factors.

Human daily activities, such as working, eating out, and traveling, play an essential role in contact tracing and modeling the diffusion patterns of the COVID-19 pandemic. However, individual-level activity data collected from real scenarios are highly limited due to privacy issues and commercial concerns. In this paper, we present a novel framework based on generative adversarial imitation learning, to generate artificial activity trajectories that retain both the fidelity and utility of the real-world data. To tackle the inherent randomness and sparsity of irregular-sampled activities, we innovatively capture the spatiotemporal dynamics underlying trajectories by leveraging neural differential equations. We incorporate the dynamics of continuous flow between consecutive activities and instantaneous updates at observed activity points in temporal evolution and spatial transformation. Extensive experiments on two real-world datasets show that our proposed framework achieves superior performance over state-of-the-art baselines in terms of improving the data fidelity and data utility in facilitating practical applications. Moreover, we apply the synthetic data to model the COVID-19 spreading, and it achieves better performance by reducing the simulation MAPE over the baseline by more than 50%. The source code is available online: https://github.com/tsinghua-fib-lab/Activity-Trajectory-Generation.

The phenomenal success of the newly-emerging social e-commerce has demonstrated that utilizing social relations is becoming a promising approach to promote e-commerce platforms. In this new scenario, one of the most important problems is to predict the value of a community formed by closely connected users in social networks due to its tremendous business value. However, few works have addressed this problem because of 1) its novel setting and 2) its challenging nature that the structure of a community has complex effects on its value. To bridge this gap, we develop a Multi-scale Structure-aware Community value prediction network (MSC) that jointly models the structural information of different scales, including peer relations, community structure, and inter-community connections, to predict the value of given communities. Specifically, we first proposed a Masked Edge Learning Graph Convolutional Network (MEL-GCN) based on a novel masked propagation mechanism to model peer influence. Then, we design a Pair-wise Community Pooling (PCPool) module to capture critical community structures. Finally, we model the inter-community connections by distinguishing intra-community edges from inter-community edges and employing a Multi-aggregator Framework (MAF). Extensive experiments on a large-scale real-world social e-commerce dataset demonstrate our method’s superior performance over state-of-the-art baselines, with a relative performance gain of 11.40%, 10.01%, and 10.97% in MAE, RMSE, and NRMSE, respectively. Further ablation study shows the effectiveness of our designed components. Our code and dataset are available1.