Recent advancements in autoregressive Large Language Models (LLMs) have achieved remarkable progress, largely driven by their scalability—commonly formalized as the scaling law. Inspired by these successes, there has been growing interest in adapting LLMs to recommendation systems (RecSys) by reformulating recommendation tasks as generative sequence modeling problems. However, existing End-to-End Generative Recommendation (E2E-GR) methods often sacrifice the practical advantages of traditional Deep Learning-based Recommendation Models (DLRMs)—including mature feature engineering, modular architectures, and production-grade optimization practices. This trade-off introduces critical challenges that hinder the effective application of scaling laws in industrial RecSys. In this paper, we present Large User Model (LUM), a scalable and production-aware framework that bridges the gap between generative modeling and industrial recommendation requirements. LUM addresses these limitations through a principled three-step paradigm, designed to preserve the flexibility of autoregressive generation while maintaining compatibility with real-world deployment constraints. Extensive experiments show that LUM outperforms state-of-the-art DLRMs and E2E-GR approaches across multiple benchmarks. Notably, LUM exhibits strong scalability: performance improves consistently as the model scales up to 7 billion parameters. Furthermore, LUM has been successfully deployed in a large-scale industrial application, where it delivered statistically significant gains in a live A/B test, demonstrating both its effectiveness and practical viability.

Generative Recommendation (GR), powered by Large Language Models (LLMs), represents a promising new paradigm for industrial recommender systems. However, their practical application is severely hindered by high inference latency, making them infeasible for high-throughput, real-time services and limiting their overall business impact. While Speculative Decoding (SD) has been proposed to accelerate the autoregressive generation process, existing implementations introduce new bottlenecks: they typically require separate draft models and model-based verifiers, which require additional training and increase latency overhead. In this paper, we address these challenges with NEZHA, a novel architecture that achieves hyperspeed decoding for GR systems without sacrificing recommendation quality. Specifically, NEZHA integrates a nimble autoregressive draft head directly into the primary model, enabling efficient self-drafting. This design, combined with a specialized input prompt structure, preserves the integrity of sequence-to-sequence generation. Furthermore, to tackle the critical problem of hallucination—a major source of performance degradation—we introduce an efficient, model-free verifier based on a hash set. We demonstrate the effectiveness of NEZHA through extensive experiments on public datasets and have successfully deployed the system on Taobao since October 2025, achieving 1.2% business improvement, translating to billion-level advertising revenue and serving hundreds of millions of daily active users. The code is available at https://github.com/Applied-Machine-Learning- Lab/WWW2026_NEZHA.

Large language models (LLMs) have demonstrated their capabilities across various natural language processing (NLP) tasks. Their potential in e-commerce is also substantial, evidenced by existing implementations in scenarios such as platform search and recommender systems. One obstinate concern associated with LLMs is the factuality issue (e.g., hallucination), which is urgent in e-commerce due to its significant impact on user experience and revenue. While some methods aim to evaluate the factuality of LLMs, issues such as lack of objectivity, high consumption, and lack of domain expertise arise. To this end, leveraging a collected knowledge graph (KG) as a reliable source, we propose ECKGBench, a question-answering dataset to assess LLMs' capacity in e-commerce. Specifically, each question is automatically generated based on one KG triple through a standardized pipeline, guaranteeing evaluation quality and reliability. We evaluate advanced LLMs using ECKGBench and provide insights into experimental results. The dataset is available online at~ https://github.com/OpenStellarTeam/ECKGBench.

With the increasing use of Large Language Models (LLMs) in fields such as e-commerce, domain-specific concept evaluation benchmarks are crucial for assessing their domain capabilities. Existing LLMs may generate factually incorrect information within the complex e-commerce applications. Therefore, it is necessary to build an e-commerce concept benchmark. Existing benchmarks encounter two primary challenges: (1) handle the heterogeneous and diverse nature of tasks(2) distinguish between generality and specificity within the e-commerce field. To address these problems, we propose ChineseEcomQA, a scalable question-answering benchmark focused on fundamental e-commerce concepts. ChineseEcomQA is built on three core characteristics: Focus on Fundamental Concept, E-commerce Generality and E-commerce Expertise. Fundamental concepts are designed to be applicable across a diverse array of e-commerce tasks, thus addressing the challenge of heterogeneity and diversity. Additionally, by carefully balancing generality and specificity, ChineseEcomQA effectively differentiates between broad e-commerce concepts, allowing for precise validation of domain capabilities. We achieve this through a scalable benchmark construction process that combines LLM validation, Retrieval-Augmented Generation (RAG) validation, and rigorous manual annotation. Based on ChineseEcomQA, we conduct extensive evaluations on mainstream LLMs and provide some valuable insights. We hope that ChineseEcomQA could guide future domain-specific evaluations, and facilitate broader LLM adoption in e-commerce applications.

Large language models (LLMs) achieve remarkable success in natural language processing (NLP). In practical scenarios like recommendations, as users increasingly seek personalized experiences, it becomes crucial to incorporate user interaction history into the context of LLMs to enhance personalization. However, from a practical utility perspective, user interactions' extensive length and noise present challenges when used directly as text prompts. A promising solution is to compress and distill interactions into compact embeddings, serving as soft prompts to assist LLMs in generating personalized responses. Although this approach brings efficiency, a critical concern emerges: Can user embeddings adequately capture valuable information and prompt LLMs? To address this concern, we propose UQABench, a benchmark designed to evaluate the effectiveness of user embeddings in prompting LLMs for personalization. We establish a fair and standardized evaluation process, encompassing pre-training, fine-tuning, and evaluation stages. To thoroughly evaluate user embeddings, we design three dimensions of tasks: sequence understanding, action prediction, and interest perception. These evaluation tasks cover the industry's demands in traditional recommendation tasks, such as improving prediction accuracy, and its aspirations for LLM-based methods, such as accurately understanding user interests and enhancing the user experience. We conduct extensive experiments on various state-of-the-art methods for modeling user embeddings. Additionally, we reveal the scaling laws of leveraging user embeddings to prompt LLMs. The benchmark is available online at https://github.com/OpenStellarTeam/UQABench.

Online advertising in recommendation platforms has gained significant attention, with a predominant focus on channel recommendation and budget allocation strategies. However, current offline reinforcement learning (RL) methods face substantial challenges when applied to sparse advertising scenarios, primarily due to severe overestimation, distributional shifts, and overlooking budget constraints. To address these issues, we propose MTORL, a novel multi-task offline RL model that targets two key objectives. First, we establish a Markov Decision Process (MDP) framework specific to the nuances of advertising. Then, we develop a causal state encoder to capture dynamic user interests and temporal dependencies, facilitating offline RL through conditional sequence modeling. Causal attention mechanisms are introduced to enhance user sequence representations by identifying correlations among causal states. We employ multi-task learning to decode actions and rewards, simultaneously addressing channel recommendation and budget allocation. Notably, our framework includes an automated system for integrating these tasks into online advertising. Extensive experiments on offline and online environments demonstrate MTORL's superiority over state-of-the-art methods. The code is available online at https://github.com/Applied-Machine-Learning-Lab/MTORL.