User interactions on e-commerce platforms are inherently diverse, involving behaviors such as clicking, favoriting, adding to cart, and purchasing. The transitions between these behaviors offer valuable insights into user-item interactions, serving as a key signal for understanding evolving preferences. Consequently, there is growing interest in leveraging multi-behavior data to better capture user intent. Recent studies have explored sequential modeling of multi-behavior data, many relying on transformer-based architectures with polynomial time complexity. While effective, these approaches often incur high computational costs, limiting their applicability in large-scale industrial systems with long user sequences. To address this challenge, we propose the Transition-Aware Graph Attention Network (TGA), a linear-complexity approach for modeling multi-behavior transitions. Unlike traditional transformers that treat all behavior pairs equally, TGA constructs a structured sparse graph by identifying informative transitions from three perspectives: (a) item-level transitions, (b) category-level transitions, and (c) neighbor-level transitions. Built upon the structured graph, TGA employs a transition-aware graph Attention mechanism that jointly models user-item interactions and behavior transition types, enabling more accurate capture of sequential patterns while maintaining computational efficiency. Experiments show that TGA outperforms all state-of-the-art models while significantly reducing computational cost. Notably, TGA has been deployed in a large-scale industrial production environment, where it leads to impressive improvements in key business metrics.

Efficiently selecting relevant content from vast candidate pools is a critical challenge in modern recommender systems. Traditional methods, such as item-to-item collaborative filtering (CF) and two-tower models, often fall short in capturing the complex user-item interactions due to uniform truncation strategies and overdue user-item crossing. To address these limitations, we propose Personalized Item-to-Item (PI2I), a novel two-stage retrieval framework that enhances the personalization capabilities of CF. In the first Indexer Building Stage (IBS), we optimize the retrieval pool by relaxing truncation thresholds to maximize Hit Rate, thereby temporarily retaining more items users might be interested in. In the second Personalized Retrieval Stage (PRS), we introduce an interactive scoring model to overcome the limitations of inner product calculations, allowing for richer modeling of intricate user-item interactions. Additionally, we construct negative samples based on the trigger-target (item-to-item) relationship, ensuring consistency between offline training and online inference. Offline experiments on large-scale real-world datasets demonstrate that PI2I outperforms traditional CF methods and rivals Two-Tower models. Deployed in the ''Guess You Like'' section on Taobao, PI2I achieved a 1.05% increase in online transaction rates. In addition, we have released a large-scale recommendation dataset collected from Taobao, containing 130 million real-world user interactions used in the experiments of this paper. The dataset is publicly available at https://huggingface.co/datasets/PI2I/PI2I, which could serve as a valuable benchmark for the research community.

Sequential Recommendation (SeqRec) aims to predict the next item by capturing sequential patterns from users' historical interactions, playing a crucial role in many real-world recommender systems. However, existing approaches predominantly adopt a direct forward computation paradigm, where the final hidden state of the sequence encoder serves as the user representation. We argue that this inference paradigm, due to its limited computational depth, struggles to model the complex evolving nature of user preferences and lacks a nuanced understanding of long-tail items, leading to suboptimal performance. To address this issue, we propose ReaRec, the first inference-time computing framework for recommender systems, which enhances user representations through implicit multi step reasoning. Specifically, ReaRecautoregressively feeds the sequence's last hidden state into the sequential recommender while incorporating special reasoning position embeddings to decouple the original item encoding space from the multi step reasoning space. Moreover, we introduce two lightweight reasoning-based learning methods, Ensemble Reasoning Learning (ERL) and Progressive Reasoning Learning (PRL), to further effectively exploit ReaRec's reasoning potential. Extensive experiments on five public real-world datasets and different SeqRec architectures demonstrate the generality and effectiveness of our proposed ReaRec. Remarkably, post-hoc analyses reveal that ReaRec significantly elevates the performance ceiling of multiple sequential recommendation backbones by approximately 30% 50%. Thus, we believe this work can open a new and promising avenue for future research in inference-time computing for sequential recommendation. The source code is available at https://github.com/TangJiakai/ReaRec.git.

Recommendation systems are essential tools in modern e-commerce, facilitating personalized user experiences by suggesting relevant products. Recent advancements in generative models have demonstrated potential in enhancing recommendation systems; however, these models often exhibit limitations in optimizing retrieval tasks, primarily due to their reliance on autoregressive generation mechanisms. Conventional approaches introduce sequential dependencies that impede efficient retrieval, as they are inherently unsuitable for generating multiple items without positional constraints within a single request session. To address these limitations, we propose TBGRecall, a framework integrating Next Session Prediction (NSP), designed to enhance generative retrieval models for e-commerce applications. Our framework reformulation involves partitioning input samples into multi-session sequences, where each sequence comprises a session token followed by a set of item tokens, and then further incorporate multiple optimizations tailored to the generative task in retrieval scenarios. In terms of training methodology, our pipeline integrates limited historical data pre-training with stochastic partial incremental training, significantly improving training efficiency and emphasizing the superiority of data recency over sheer data volume. Our extensive experiments, conducted on public benchmarks alongside a large-scale industrial dataset from TaoBao, show TBGRecall outperforms the state-of-the-art recommendation methods, and exhibits a clear scaling law trend. Ultimately, NSP represents a significant advancement in the effectiveness of generative recommendation systems for e-commerce applications.

Recommender systems (RSs) often suffer from the feedback loop phenomenon, i.e., RSs are trained on data biased by their recommendations. This leads to the filter bubble effect that reinforces homogeneous content and reduces user satisfaction. To this end, serendipity recommendations, which offer unexpected yet relevant items, are proposed. Recently, large language models (LLMs) have shown potential in serendipity prediction due to their extensive world knowledge and reasoning capabilities. However, they still face challenges in aligning serendipity judgments with human assessments, handling long user behavior sequences, and meeting the latency requirements of industrial RSs. To address these issues, we propose SERAL (Serendipity Recommendations with Aligned Large Language Models), a framework comprising three stages: (1) Cognition Profile Generation to compress user behavior into multi-level profiles; (2) SerenGPT Alignment to align serendipity judgments with human preferences using enriched training data; and (3) Nearline Adaptation to integrate SerenGPT into industrial RSs pipelines efficiently. Online experiments demonstrate that SERAL improves exposure ratio (PVR), clicks, and transactions of serendipitous items by 5.7%, 29.56%, and 27.6%, enhancing user experience without much impact on overall revenue. Now, it has been fully deployed in ''Guess What You Like'' on the Taobao App homepage.

Regression models are crucial in recommender systems. However, retransformation bias problem has been conspicuously neglected within the community. While many works in other fields have devised effective bias correction methods, all of them are post-hoc cures externally to the model, facing practical challenges when applied to real-world recommender systems. Hence, we propose a preemptive paradigm to eradicate the bias intrinsically from the models via minor model refinement. Specifically, a novel TranSUN method is proposed with a joint bias learning manner to offer theoretically guaranteed unbiasedness under empirical superior convergence. It is further generalized into a novel generic regression model family, termed Generalized TranSUN (GTS), which not only offers more theoretical insights but also serves as a generic framework for flexibly developing various bias-free models. Comprehensive experimental results demonstrate the superiority of our methods across data from various domains, which have been successfully deployed in two real-world industrial recommendation scenarios, i.e. product and short video recommendation scenarios in Guess What You Like business domain in the homepage of Taobao App (a leading e-commerce platform with DAU > 300M), to serve the major online traffic.

Features play an important role in the prediction tasks of e-commerce recommendations. To guarantee the consistency of off-line training and on-line serving, we usually utilize the same features that are both available. However, the consistency in turn neglects some discriminative features. For example, when estimating the conversion rate (CVR), i.e., the probability that a user would purchase the item if she clicked it, features like dwell time on the item detailed page are informative. However, CVR prediction should be conducted for on-line ranking before the click happens. Thus we cannot get such post-event features during serving.

Modeling users' dynamic preferences from their historical behaviors is challenging and crucial for recommendation systems. Previous methods employ sequential neural networks to encode users' historical interactions from left to right into hidden representations for making recommendations. Despite their effectiveness, we argue that such left-to-right unidirectional models are sub-optimal due to the limitations including: \begin enumerate* [label=series\itshape\alph*\upshape)] \item unidirectional architectures restrict the power of hidden representation in users' behavior sequences; \item they often assume a rigidly ordered sequence which is not always practical. \end enumerate* To address these limitations, we proposed a sequential recommendation model called BERT4Rec, which employs the deep bidirectional self-attention to model user behavior sequences. To avoid the information leakage and efficiently train the bidirectional model, we adopt the Cloze objective to sequential recommendation, predicting the random masked items in the sequence by jointly conditioning on their left and right context. In this way, we learn a bidirectional representation model to make recommendations by allowing each item in user historical behaviors to fuse information from both left and right sides. Extensive experiments on four benchmark datasets show that our model outperforms various state-of-the-art sequential models consistently.

Ranking is a core task in recommender systems, which aims at providing an ordered list of items to users. Typically, a ranking function is learned from the labeled dataset to optimize the global performance, which produces a ranking score for each individual item. However, it may be sub-optimal because the scoring function applies to each item individually and does not explicitly consider the mutual influence between items, as well as the differences of users' preferences or intents. Therefore, we propose a personalized re-ranking model for recommender systems. The proposed re-ranking model can be easily deployed as a follow-up modular after any ranking algorithm, by directly using the existing ranking feature vectors. It directly optimizes the whole recommendation list by employing a transformer structure to efficiently encode the information of all items in the list. Specifically, the Transformer applies a self-attention mechanism that directly models the global relationships between any pair of items in the whole list. We confirm that the performance can be further improved by introducing pre-trained embedding to learn personalized encoding functions for different users. Experimental results on both offline benchmarks and real-world online e-commerce systems demonstrate the significant improvements of the proposed re-ranking model.