Click-Through Rate (CTR) prediction has long been dominated by discriminative paradigms that optimize local decision boundaries within candidate-specific subspaces. However, these models often fail to capture the global joint distribution and the continuous structural evolution of user intent across all-domain movelines. While generative approaches attempt to model global transition patterns, existing methods suffer from discretization-induced information collapse by remapping nuanced e-commerce signals into discrete linguistic or categorical spaces, failing to preserve the topological fidelity of interest trajectories. To overcome these limitations, we propose a novel generative pre-training paradigm that models user intent as a continuous evolutionary trajectory on a high-dimensional latent interest manifold, termed the Next Interest Flow (NIF). We introduce kinematic constraints to govern this flow: Interest Diversity is achieved via tangent space decomposition, while Evolution Velocity ensures trajectory smoothness through geodesic regularization. To bridge the objective mismatch between generative pre-training and discriminative fine-tuning, we propose a bidirectional alignment strategy to synchronize semantic spaces. Furthermore, we develop a Temporal Sequential Pairwise (TSP) mechanism to instill temporal causality within the discriminative framework. We present the All-domain Moveline Evolution Network (AMEN), a unified framework implementing this pipeline. Extensive experiments on a 6.7-billion instance industrial dataset and online A/B tests on Taobao validate AMEN's superiority, achieving +0.87pt AUC gain and +11.6% CTCVR lift.

The pre-ranking stage in industrial recommendation systems faces a fundamental conflict between efficiency and effectiveness. While powerful models like Target Attention (TA) excel at capturing complex feature interactions in the ranking stage, their high computational cost makes them infeasible for pre-ranking, which often relies on simplistic vector-product models. This disparity creates a significant performance bottleneck for the entire system. To bridge this gap, we propose TARQ, a novel pre-ranking framework. Inspired by generative models, TARQ's key innovation is to equip pre-ranking with an architecture approximate to TA by Residual Quantization. This allows us to bring the modeling power of TA into the latency-critical pre-ranking stage for the first time, establishing a new state-of-the-art trade-off between accuracy and efficiency. Extensive offline experiments and large-scale online A/B tests at Taobao demonstrate TARQ's significant improvements in ranking performance. Consequently, our model has been fully deployed in production, serving tens of millions of daily active users and yielding substantial business improvements. The code and data are available at https://github.com/zyody/tarq_sigir2026.

E-commerce recommendation systems aim to generate ordered lists of items for customers, optimizing multiple business objectives, such as clicks, conversions and Gross Merchandise Volume (GMV). Traditional multi-objective optimization methods like formulas or Learning-to-rank (LTR) models take effect at item-level, neglecting dynamic user intent and contextual item interactions. List-level multi-objective optimization in the re-ranking stage can overcome this limitation, but most current re-ranking models focus more on accuracy improvement with context. In addition, re-ranking is faced with the challenges of time complexity and diversity. In light of this, we propose a novel end-to-end generative re-ranking model named Sequential Ordered Regression Transformer-Generator (SORT-Gen) for the less-studied list-level multi-objective optimization problem. Specifically, SORT-Gen is divided into two parts: 1)Sequential Ordered Regression Transformer innovatively uses Transformer and ordered regression to accurately estimate multi-objective values for variable-length sub-lists. 2)Mask-Driven Fast Generation Algorithm combines multi-objective candidate queues, efficient item selection and diversity mechanism into model inference, providing a fast online list generation method. Comprehensive online experiments demonstrate that SORT-Gen brings +4.13% CLCK and +8.10% GMV for Baiyibutie, a notable Mini-app of Taobao. Currently, SORT-Gen has been successfully deployed in multiple scenarios of Taobao App, serving for a vast number of users.

In industrial recommendation systems, there are several mini-apps designed to meet the diverse interests and needs of users. The sample space of them is merely a small subset of the entire space, making it challenging to train an efficient model. In recent years, there have been many excellent studies related to cross-domain recommendation aimed at mitigating the problem of data sparsity. However, few of them have simultaneously considered the adaptability of both sample and representation continual transfer setting to the target task. To overcome the above issue, we propose a Entire space Continual and Adaptive Transfer learning framework called ECAT which includes two core components: First, as for sample transfer, we propose a two-stage method that realizes a coarse-to-fine process. Specifically, we perform an initial selection through a graph guided method, followed by a fine-grained selection using domain adaptation method. Second, we propose an adaptive knowledge distillation method for continually transferring the representations from a model that is well-trained on the entire space dataset. ECAT enables full utilization of the entire space samples and representations under the supervision of the target task, while avoiding negative migration. Comprehensive experiments on real-world industrial datasets from Taobao show that ECAT advances state-of-the-art performance on offline metrics, and brings +13.6% CVR and +8.6% orders for Baiyibutie, a famous mini-app of Taobao.