Daily Papers

Recently, generative retrieval-based recommendation systems have emerged as a promising paradigm. However, most modern recommender systems adopt a retrieve-and-rank strategy, where the generative model functions only as a selector during the retrieval stage. In this paper, we propose OneRec, which replaces the cascaded learning framework with a unified generative model. To the best of our knowledge, this is the first end-to-end generative model that significantly surpasses current complex and well-designed recommender systems in real-world scenarios. Specifically, OneRec includes: 1) an encoder-decoder structure, which encodes the user's historical behavior sequences and gradually decodes the videos that the user may be interested in. We adopt sparse Mixture-of-Experts (MoE) to scale model capacity without proportionally increasing computational FLOPs. 2) a session-wise generation approach. In contrast to traditional next-item prediction, we propose a session-wise generation, which is more elegant and contextually coherent than point-by-point generation that relies on hand-crafted rules to properly combine the generated results. 3) an Iterative Preference Alignment module combined with Direct Preference Optimization (DPO) to enhance the quality of the generated results. Unlike DPO in NLP, a recommendation system typically has only one opportunity to display results for each user's browsing request, making it impossible to obtain positive and negative samples simultaneously. To address this limitation, We design a reward model to simulate user generation and customize the sampling strategy. Extensive experiments have demonstrated that a limited number of DPO samples can align user interest preferences and significantly improve the quality of generated results. We deployed OneRec in the main scene of Kuaishou, achieving a 1.6\% increase in watch-time, which is a substantial improvement.

Recent breakthroughs in generative AI have transformed recommender systems through end-to-end generation. OneRec reformulates recommendation as an autoregressive generation task, achieving high Model FLOPs Utilization. While OneRec-V1 has shown significant empirical success in real-world deployment, two critical challenges hinder its scalability and performance: (1) inefficient computational allocation where 97.66% of resources are consumed by sequence encoding rather than generation, and (2) limitations in reinforcement learning relying solely on reward models. To address these challenges, we propose OneRec-V2, featuring: (1) Lazy Decoder-Only Architecture: Eliminates encoder bottlenecks, reducing total computation by 94% and training resources by 90%, enabling successful scaling to 8B parameters. (2) Preference Alignment with Real-World User Interactions: Incorporates Duration-Aware Reward Shaping and Adaptive Ratio Clipping to better align with user preferences using real-world feedback. Extensive A/B tests on Kuaishou demonstrate OneRec-V2's effectiveness, improving App Stay Time by 0.467%/0.741% while balancing multi-objective recommendations. This work advances generative recommendation scalability and alignment with real-world feedback, representing a step forward in the development of end-to-end recommender systems.

Recommender systems have been widely used in various large-scale user-oriented platforms for many years. However, compared to the rapid developments in the AI community, recommendation systems have not achieved a breakthrough in recent years. For instance, they still rely on a multi-stage cascaded architecture rather than an end-to-end approach, leading to computational fragmentation and optimization inconsistencies, and hindering the effective application of key breakthrough technologies from the AI community in recommendation scenarios. To address these issues, we propose OneRec, which reshapes the recommendation system through an end-to-end generative approach and achieves promising results. Firstly, we have enhanced the computational FLOPs of the current recommendation model by 10 times and have identified the scaling laws for recommendations within certain boundaries. Secondly, reinforcement learning techniques, previously difficult to apply for optimizing recommendations, show significant potential in this framework. Lastly, through infrastructure optimizations, we have achieved 23.7% and 28.8% Model FLOPs Utilization (MFU) on flagship GPUs during training and inference, respectively, aligning closely with the LLM community. This architecture significantly reduces communication and storage overhead, resulting in operating expense that is only 10.6% of traditional recommendation pipelines. Deployed in Kuaishou/Kuaishou Lite APP, it handles 25% of total queries per second, enhancing overall App Stay Time by 0.54% and 1.24%, respectively. Additionally, we have observed significant increases in metrics such as 7-day Lifetime, which is a crucial indicator of recommendation experience. We also provide practical lessons and insights derived from developing, optimizing, and maintaining a production-scale recommendation system with significant real-world impact.

The powerful generative capacity of Large Language Models (LLMs) has instigated a paradigm shift in recommendation. However, existing generative models (e.g., OneRec) operate as implicit predictors, critically lacking the capacity for explicit and controllable reasoning-a key advantage of LLMs. To bridge this gap, we propose OneRec-Think, a unified framework that seamlessly integrates dialogue, reasoning, and personalized recommendation. OneRec-Think incorporates: (1) Itemic Alignment: cross-modal Item-Textual Alignment for semantic grounding; (2) Reasoning Activation: Reasoning Scaffolding to activate LLM reasoning within the recommendation context; and (3) Reasoning Enhancement, where we design a recommendation-specific reward function that accounts for the multi-validity nature of user preferences. Experiments across public benchmarks show state-of-the-art performance. Moreover, our proposed "Think-Ahead" architecture enables effective industrial deployment on Kuaishou, achieving a 0.159\% gain in APP Stay Time and validating the practical efficacy of the model's explicit reasoning capability.

Industrial recommender systems build candidate pools by assigning explicit quotas to objective-specific retrieval routes. This design offers quota control but increasingly fragments modeling, training, and serving as the route set grows. Semantic-ID-based generative retrieval provides a unified alternative, yet a single decoder entangles objective policies and limits candidate complementarity. We propose Multi-Decoder OneRec, a controllable framework that combines shared representations, isolated objective adaptation, and coordinated decoding. All objectives share a user-context module and the General Decoder, while each objective adds an isolated, parameter-efficient LoRA expert. During training, exposure-sample next-token prediction (NTP) updates the shared base, target-filtered NTP updates the event-based experts, and Kullback-Leibler (KL)-regularized policy optimization updates the Watch-time expert; gradient routing isolates these updates, and the General Decoder supplies a stop-gradient reference. At inference, explicit route quotas allocate the fixed budget and Multi-Decoder Constrained Beam Search reduces cross-route overlap. We publicly release Kwai26, a large-scale multi-objective benchmark with 1.31 billion raw item-level records, 31.85 million Item-ID entries, and 25.03 million items with valid Semantic IDs, together with predefined splits and an evaluation protocol. Under the same 512-item retrieval budget, Multi-Decoder OneRec improves over the single-decoder OneRec baseline by 1.69%-5.62% across four Recall@512 metrics. In a production A/B test, it yields relative gains of 0.37% in app usage time per device, 0.19% in Day-7 retained users, 0.19% in devices with at least one share, and 2.09% in new-content Cold-Start. These results show that generative retrieval can combine shared modeling with objective-specific control and complementary candidate generation.

Generative recommendation models in the OneRec family have been widely deployed in many real-world services, such as short-video, live-streaming, advertising, and e-commerce. However, these generative models can only benefit from the scaling advantage, while their reasoning ability is hard to activate, since we cannot construct meaningful Chain-of-Thought (CoT) sequences consisting of itemic tokens only. Inspired by the success of the reasoning-style ``think before answer'' paradigm in the LLM field, we conduct preliminary studies (i.e., OneRec-Think, OpenOneRec) to explore reasoning capability in generative recommendation. Nevertheless, we notice an unexpected phenomenon: the thinking mode does not show advantages over the non-thinking mode. Drawing insights from recent findings on CoT robustness in multi-modal language models, we argue that effective reasoning in recommendation rests on two factors: perception, the ability to ground itemic tokens in their underlying language semantics, and cognition, the ability to reorganize a user's behavior sequence into coherent latent interest points. We therefore propose OneReason, which includes: (1) strong itemic token perception in pre-training, (2) a three-level cognition-enhanced CoT format for recommendation tasks in SFT, and (3) a specialize-then-unify training recipe in RL to enhance the thinking ability.