Yuhang Zhou, Mingrui Zhang, Ke Li, Mingyi Wang, Qiao Liu, Qifei Wang, Jiayi Liu, Fei Liu, Serena Li, Weiwei LI, Mingze Gao, Abhishek Kumar, Xiangjun Fan, Zhuokai Zhao, Lizhu Zhang. Proceedings of the 64th Annual Meeting of the Association for Computational Linguistics (Volume 1: Long Papers). 2026.

In this paper, we introduce the Generalized Auto Segmentation (GAS), an end-to-end, cross-domain personalization platform developed at Meta. GAS is designed to optimize personalization policies for online experiments, operating independently of any specific server infrastructure. Our process begins with a seed experiment to collect user data, which is followed by feature logging and selection. User segmentation is then performed using a feature-threshold method. Specifically, we utilize simple combinations of single or dual features to identify concise, explainable, and sustainable user cohorts that enhance both business outcomes and user experience over the long term. Treatments and the reward function for these segments are refined through ParallAX, a novel methodology at Meta that uses offline estimates to optimize online metrics, ensuring impactful and precisely tailored interventions for diverse user groups. The deployment of GAS across various Meta productions has demonstrated its efficiency and effectiveness.

Recommender systems in social media websites provide value to their communities by recommending engaging content and meaningful connections. Scaling high-quality recommendations to billions of users in real-time requires sophisticated ranking models operating on a vast number of potential items to recommend, becoming prohibitively expensive computationally. A common technique "funnels'' these items through progressively complex models ("multi-stage''), each ranking fewer items but at higher computational cost for greater accuracy. This architecture introduces a trade-off between the cost of ranking items and providing users with the best recommendations. A key observation we make in this paper is that, all else equal, ranking more items indeed improves the overall objective but has diminishing returns. Following this observation, we provide a rigorous formulation through the framework of DR-submodularity, and argue that for a certain class of objectives (reward functions), it is possible to improve the trade-off between performance and computational cost in multi-stage ranking systems with strong theoretical guarantees. We show that this class of reward functions that provide this guarantee is large and robust to various noise models. Finally, we describe extensive experimentation of our method on three real-world recommender systems in Facebook, achieving 8.8% reduction in overall compute resources with no significant impact on recommendation quality, compared to a 0.8% quality loss in a non-personalized budget allocation.

Black-box heterogeneous treatment effect (HTE) models are increasingly being used to create personalized policies that assign individuals to their optimal treatments. However, they are difficult to understand, and can be burdensome to maintain in a production environment. In this paper, we present a scalable, interpretable personalized experimentation system, implemented and deployed in production at Meta. The system works in a multiple treatment, multiple outcome setting typical at Meta to: (1) learn explanations for black-box HTE models; (2) generate interpretable personalized policies. We evaluate the methods used in the system on publicly available data and Meta use cases, and discuss lessons learnt during the development of the system.