diningIn recommender systems, online A/B testing is a crucial method for evaluating the performance of different models. However, conducting online A/B testing often presents significant challenges, including substantial economic costs, user experience degradation, and considerable time requirements. With the Large Language Models' powerful capacity, LLM-based agent shows great potential to replace traditional online A/B testing. Nonetheless, current agents fail to simulate the perception process and interaction patterns, due to the lack of real environments and visual perception capability. To address these challenges, we introduce a multi-modal user agent for A/B testing (A/B Agent). Specifically, we construct a recommendation sandbox environment for A/B testing, enabling multimodal and multi-page interactions that align with real user behavior on online platforms. The designed agent leverages multimodal information perception, fine-grained user preferences, and integrates profiles, action memory retrieval, and a fatigue system to simulate complex human decision-making. We validated the potential of the agent as an alternative to traditional A/B testing from three perspectives: model, data, and features. Furthermore, we found that the data generated by A/B Agent can effectively enhance the capabilities of recommendation models. Our code is publicly available at https://github.com/Applied-Machine-Learning-Lab/ABAgent. © 2026 Owner/Author.

Personalization has become an essential capability in modern AI systems, enabling customized interactions that align with individual user preferences, contexts, and goals. Recent research has increasingly concentrated on Retrieval-Augmented Generation (RAG) frameworks and their evolution into more advanced agent-based architectures within personalized settings to enhance user satisfaction. Building on this foundation, this survey systematically examines personalization across the three core stages of RAG: pre-retrieval, retrieval, and generation. Beyond RAG, we further extend its capabilities into the realm of Personalized LLM-based Agents, which enhance traditional RAG systems with agentic functionalities, including user understanding, personalized planning and execution, and dynamic generation. For both personalization in RAG and agent-based personalization, we provide formal definitions, conduct a comprehensive review of recent literature, and summarize key datasets and evaluation metrics. Additionally, we discuss fundamental challenges, limitations, and promising research directions in this evolving field. Relevant papers and resources are continuously updated at the Github Repo ( https://github.com/Applied-Machine-Learning-Lab/Awesome-Personalized-RAG-Agent ).

Traditional click-through rate (CTR) prediction models convert the tabular data into one-hot vectors and leverage the collaborative relations among features for inferring the user’s preference over items. This modeling paradigm discards essential semantic information. Though some works like P5 and KAR have explored the potential of using Pre-trained Language Models (PLMs) to extract semantic signals for CTR prediction, they are computationally expensive and suffer from low efficiency. Besides, the beneficial collaborative relations are not considered, hindering the recommendation performance. To solve these problems, in this article, we propose a novel framework CTRL , which is industrial-friendly and model-agnostic with superior inference efficiency. Specifically, the original tabular data is first converted into textual data. Both tabular data and converted textual data are regarded as two different modalities and are separately fed into the collaborative CTR model and PLM. A cross-modal knowledge alignment procedure is performed to fine-grained align and integrate the collaborative and semantic signals, and the lightweight collaborative model can be deployed online for efficient serving after fine-tuning with supervised signals. Experimental results on three public datasets show that CTRL outperforms the state-of-the-art (SOTA) CTR models significantly. Moreover, we further verify its effectiveness on a large-scale industrial recommender system.

Large Language Models (LLMs) have exhibited significant promise in recommender systems by empowering user profiles with their extensive world knowledge and superior reasoning capabilities. However, LLMs face challenges like unstable instruction compliance, modality gaps, and high inference latency, leading to textual noise and limiting their effectiveness in recommender systems. To address these challenges, we propose UserIP-Tuning, which uses prompt-tuning to infer user profiles. It integrates the causal relationship between user profiles and behavior sequences into LLMs' prompts. It employs Expectation Maximization (EM) to infer the embedded latent profile, minimizing textual noise by fixing the prompt template. Furthermore, a profile quantization codebook bridges the modality gap by categorizing profile embeddings into collaborative IDs pre-stored for online deployment. This improves time efficiency and reduces memory usage. Experiments show that UserIP-Tuning outperforms state-of-the-art recommendation algorithms. An industry application confirms its effectiveness, robustness, and transferability. The presented solution has been deployed in Huawei AppGallery's Explore page since May 2025, serving 2 million daily active users, delivering significant improvements in real-world recommendation scenarios. The code is publicly available for replication at https://github.com/Applied-Machine-Learning-Lab/UserIP-Tuning.

Reranking is significant for recommender systems due to its pivotal role in refining recommendation results. Numerous reranking models have emerged to meet diverse reranking requirements in practical applications, which not only prioritize accuracy but also consider additional aspects such as diversity and fairness. However, most of the existing models struggle to strike a harmonious balance between these diverse aspects at the model level. Additionally, the scalability and personalization of these models are often limited by their complexity and a lack of attention to the varying importance of different aspects in diverse reranking scenarios. To address these issues, we propose LLM4Rerank, a comprehensive LLM-based reranking framework designed to bridge the gap between various reranking aspects while ensuring scalability and personalized performance. Specifically, we abstract different aspects into distinct nodes and construct a fully connected graph for LLM to automatically consider aspects like accuracy, diversity, fairness, and more, all in a coherent Chain-of-Thought (CoT) process. To further enhance personalization during reranking, we facilitate a customizable input mechanism that allows fine-tuning of LLM's focus on different aspects according to specific reranking needs. Experimental results on three widely used public datasets demonstrate that LLM4Rerank outperforms existing state-of-the-art reranking models across multiple aspects.

Multi-Domain Click-Through Rate (MDCTR) prediction is crucial for online recommendation platforms, which involves providing personalized recommendation services to users in different domains. However, current MDCTR models are confronted with the following limitations. Firstly, due to varying data sparsity in different domains, models can easily be dominated by some specific domains, which leads to significant performance degradation in other domains (i.e., the “seesaw phenomenon”). Secondly, when new domain emerges, the scalability of existing methods is limited, making it difficult to adapt to the dynamic growth of the domain. Traditional MDCTR models usually use one-hot encoding for semantic information such as product titles, thus losing rich semantic information and leading to insufficient generalization of the model. In this article, we propose a novel solution Uni-CTR to address these challenges. Uni-CTR leverages Large Language Model (LLM) to extract layer-wise semantic representations that capture domain commonalities, mitigating the seesaw phenomenon and enhancing generalization. Besides, it incorporates a pluggable domain-specific network to capture domain characteristics, ensuring scalability to dynamic domain growth. Experimental results on public datasets and industrial scenarios show that Uni-CTR significantly outperforms state-of-the-art (SOTA) models. In addition, Uni-CTR shows significant results in zero shot prediction. Code is available at Applied Machine Learning Lab (Pytorch), GitHub (Pytorch) and Gitee (MindSpore).

With the rapid development of online services and web applications, recommender systems (RS) have become increasingly indispensable for mitigating information overload and matching users’ information needs by providing personalized suggestions over items. Although the RS research community has made remarkable progress over the past decades, conventional recommendation models (CRM) still have some limitations, e.g., lacking open-domain world knowledge, and difficulties in comprehending users’ underlying preferences and motivations. Meanwhile, large language models (LLM) have shown impressive general intelligence and human-like capabilities for various natural language processing (NLP) tasks, which mainly stem from their extensive open-world knowledge, logical and commonsense reasoning abilities, as well as their comprehension of human culture and society. Consequently, the emergence of LLM is inspiring the design of RS and pointing out a promising research direction, i.e., whether we can incorporate LLM and benefit from their common knowledge and capabilities to compensate for the limitations of CRM. In this article, we conduct a comprehensive survey on this research direction, and draw a bird’s-eye view from the perspective of the whole pipeline in real-world RS. Specifically, we summarize existing research works from two orthogonal aspects: where and how to adapt LLM to RS. For the “ WHERE ” question, we discuss the roles that LLM could play in different stages of the recommendation pipeline, i.e., feature engineering, feature encoder, scoring/ranking function, user interaction, and pipeline controller. For the “ HOW ” question, we investigate the training and inference strategies, resulting in two fine-grained taxonomy criteria, i.e., whether to tune LLM or not during training, and whether to involve CRM for inference. Detailed analysis and general development paths are provided for both “WHERE” and “HOW” questions, respectively. Then, we highlight the key challenges in adapting LLM to RS from three aspects, i.e., efficiency, effectiveness, and ethics. Finally, we summarize the survey and discuss the future prospects.

As the demand for more personalized recommendation grows and a dramatic boom in commercial scenarios arises, the study on multi-scenario recommendation (MSR) has attracted much attention, which uses the data from all scenarios to simultaneously improve their recommendation performance. However, existing methods tend to integrate insufficient scenario knowledge and neglect learning personalized cross-scenario preferences, thus leading to sub-optimal performance. Meanwhile, though large language model (LLM) has shown great capability of reasoning and capturing semantic information, the high inference latency and high computation cost of tuning hinder its implementation in industrial recommender systems. To fill these gaps, we propose an LLM-enhanced paradigm LLM4MSR in this work. Specifically, we first leverage LLM to uncover multi-level knowledge from the designed scenario- and user-level prompt without fine-tuning the LLM, then adopt hierarchical meta networks to generate multi-level meta layers to explicitly improve the scenario-aware and personalized recommendation capability. Our experiments on KuaiSAR-small, KuaiSAR, and Amazon datasets validate significant advantages of LLM4MSR: (i) the effectiveness and compatibility with different multi-scenario backbone models, (ii) high efficiency and deployability on industrial recommender systems, and (iii) improved interpretability. The implemented code and data is available to ease reproduction.

Click-through rate (CTR) prediction plays as a core function module in various personalized online services. The traditional ID-based models for CTR prediction take as inputs the one-hot encoded ID features of tabular modality, which capture the collaborative signals via feature interaction modeling. But the one-hot encoding discards the semantic information included in the textual features. Recently, the emergence of Pretrained Language Models (PLMs) has given rise to another paradigm, which takes as inputs the sentences of textual modality obtained by hard prompt templates and adopts PLMs to extract the semantic knowledge. However, PLMs often face challenges in capturing field-wise collaborative signals and distinguishing features with subtle textual differences. In this paper, to leverage the benefits of both paradigms and meanwhile overcome their limitations, we propose to conduct Fine-grained feature-level ALignment between ID-based Models and Pretrained Language Models (FLIP) for CTR prediction. Unlike most methods that solely rely on global views through instance-level contrastive learning, we design a novel jointly masked tabular/language modeling task to learn fine-grained alignment between tabular IDs and word tokens. Specifically, the masked data of one modality (i.e., IDs and tokens) has to be recovered with the help of the other modality, which establishes the feature-level interaction and alignment via sufficient mutual information extraction between dual modalities. Moreover, we propose to jointly finetune the ID-based model and PLM by adaptively combining the output of both models, thus achieving superior performance in downstream CTR prediction tasks. Extensive experiments on three real-world datasets demonstrate that FLIP outperforms SOTA baselines, and is highly compatible with various ID-based models and PLMs. The code is available12.

Considering the balance between revenue and resource consumption for industrial recommender systems, intelligent recommendation computing has been emerging recently. Existing solutions deploy the same recommendation model to serve users indiscriminately, which is sub-optimal for total revenue maximization. We propose a multi-model service solution by deploying different-complexity models to serve different-valued users. An automated dynamic model generation framework AutoGen is elaborated to efficiently derive multiple parameter-sharing models with diverse complexities and adequate predictive capabilities. A mixed search space is designed and an importance-aware progressive training scheme is proposed to prevent interference between different architectures, which avoids the model retraining and improves the search efficiency, thereby efficiently deriving multiple models. Extensive experiments are conducted on two public datasets to demonstrate the effectiveness and efficiency of AutoGen.

Scoring a large number of candidates precisely in several milliseconds is vital for industrial pre-ranking systems. Existing pre-ranking systems primarily adopt the two-tower model since the "user-item decoupling architecture" paradigm is able to balance the efficiency and effectiveness. However, the cost of high efficiency is the neglect of the potential information interaction between user and item towers, hindering the prediction accuracy critically. In this paper, we show it is possible to design a two-tower model that emphasizes both information interactions and inference efficiency. The proposed model, IntTower (short for Interaction enhanced Two-Tower), consists of Light-SE, FE-Block and CIR modules. Specifically, lightweight Light-SE module is used to identify the importance of different features and obtain refined feature representations in each tower. FE-Block module performs fine-grained and early feature interactions to capture the interactive signals between user and item towers explicitly and CIR module leverages a contrastive interaction regularization to further enhance the interactions implicitly. Experimental results on three public datasets show that IntTower outperforms the SOTA pre-ranking models significantly and even achieves comparable performance in comparison with the ranking models. Moreover, we further verify the effectiveness of IntTower on a large-scale advertisement pre-ranking system. The code of IntTower is publicly available https://gitee.com/mindspore/models/tree/master/research/recommend/IntTower.