Recommendation systems have been essential for both user experience and platform efficiency by alleviating information overload and supporting decision-making. Traditional methods, i.e., content-based filtering, collaborative filtering, and deep learning, have achieved impressive results in recommendation systems. However, the cold-start and sparse-data scenarios are still challenging to deal with. Existing solutions either generate pseudo-interaction sequence, which often introduces redundant or noisy signals, or rely heavily on semantic similarity, overlooking dynamic shifts in user motivation. To address these limitations, this paper proposes a novel recommendation framework, termed M-$LLM^3$REC, which leverages large language models for deep motivational signal extraction from limited user interactions. M-$LLM^3$REC comprises three integrated modules: the Motivation-Oriented Profile Extractor (MOPE), Motivation-Oriented Trait Encoder (MOTE), and Motivational Alignment Recommender (MAR). By emphasizing motivation-driven semantic modeling, M-$LLM^3$REC demonstrates robust, personalized, and generalizable recommendations, particularly boosting performance in cold-start situations in comparison with the state-of-the-art frameworks.

Conversion rate (CVR) prediction is a core component of online advertising systems, where the attribution mechanisms-rules for allocating conversion credit across user touchpoints-fundamentally determine label generation and model optimization. While many industrial platforms support diverse attribution mechanisms (e.g., First-Click, Last-Click, Linear, and Data-Driven Multi-Touch Attribution), conventional approaches restrict model training to labels from a single production-critical attribution mechanism, discarding complementary signals in alternative attribution perspectives. To address this limitation, we propose a novel Multi-Attribution Learning (MAL) framework for CVR prediction that integrates signals from multiple attribution perspectives to better capture the underlying patterns driving user conversions. Specifically, MAL is a joint learning framework consisting of two core components: the Attribution Knowledge Aggregator (AKA) and the Primary Target Predictor (PTP). AKA is implemented as a multi-task learner that integrates knowledge extracted from diverse attribution labels. PTP, in contrast, focuses on the task of generating well-calibrated conversion probabilities that align with the system-optimized attribution metric (e.g., CVR under the Last-Click attribution), ensuring direct compatibility with industrial deployment requirements. Additionally, we propose CAT, a novel training strategy that leverages the Cartesian product of all attribution label combinations to generate enriched supervision signals. This design substantially enhances the performance of the attribution knowledge aggregator. Empirical evaluations demonstrate the superiority of MAL over single-attribution learning baselines, achieving +0.51% GAUC improvement on offline metrics. Online experiments demonstrate that MAL achieved a +2.6% increase in ROI (Return on Investment).

Online advertising relies on accurate recommendation models, with recent advances using pre-trained large-scale foundation models (LFMs) to capture users' general interests across multiple scenarios and tasks. However, existing methods have critical limitations: they extract and transfer only user representations (URs), ignoring valuable item representations (IRs) and user-item cross representations (CRs); and they simply use a UR as a feature in downstream applications, which fails to bridge upstream-downstream gaps and overlooks more transfer granularities. In this paper, we propose LFM4Ads, an All-Representation Multi-Granularity transfer framework for ads recommendation. It first comprehensively transfers URs, IRs, and CRs, i.e., all available representations in the pre-trained foundation model. To effectively utilize the CRs, it identifies the optimal extraction layer and aggregates them into transferable coarse-grained forms. Furthermore, we enhance the transferability via multi-granularity mechanisms: non-linear adapters for feature-level transfer, an Isomorphic Interaction Module for module-level transfer, and Standalone Retrieval for model-level transfer. LFM4Ads has been successfully deployed in Tencent's industrial-scale advertising platform, processing tens of billions of daily samples while maintaining terabyte-scale model parameters with billions of sparse embedding keys across approximately two thousand features. Since its production deployment in Q4 2024, LFM4Ads has achieved 10+ successful production launches across various advertising scenarios, including primary ones like Weixin Moments and Channels. These launches achieve an overall GMV lift of 2.45% across the entire platform, translating to estimated annual revenue increases in the hundreds of millions of dollars.

Recommender systems play a critical role in enhancing user experience by providing personalized suggestions based on user preferences. Traditional approaches often rely on explicit numerical ratings or assume access to fully ranked lists of items. However, ratings frequently fail to capture true preferences due to users' behavioral biases and subjective interpretations of rating scales, while eliciting full rankings is demanding and impractical. To overcome these limitations, we propose a generalized utility-based framework that learns preferences from simple and intuitive pairwise comparisons. Our approach is model-agnostic and designed to optimize for arbitrary, task-specific utility functions, allowing the system's objective to be explicitly aligned with the definition of a high-quality outcome in any given application. A central contribution of our work is a novel utility-based active sampling strategy for preference elicitation. This method selects queries that are expected to provide the greatest improvement to the utility of the final recommended outcome. We ground our preference model in the probabilistic Plackett-Luce framework for pairwise data. To demonstrate the versatility of our approach, we present two distinct experiments: first, an implementation using matrix factorization for a classic movie recommendation task, and second, an implementation using a neural network for a complex candidate selection scenario in university admissions. Experimental results demonstrate that our framework provides a more accurate, data-efficient, and user-centric paradigm for personalized ranking.

Recent work has explored generative recommender systems as an alternative to traditional ID-based models, reframing item recommendation as a sequence generation task over discrete item tokens. While promising, such methods often underperform in practice compared to well-tuned ID-based baselines like SASRec. In this paper, we identify two key limitations holding back generative approaches: the lack of collaborative signal in item tokenization, and inefficiencies in the commonly used encoder-decoder architecture. To address these issues, we introduce COSETTE, a contrastive tokenization method that integrates collaborative information directly into the learned item representations, jointly optimizing for both content reconstruction and recommendation relevance. Additionally, we propose MARIUS, a lightweight, audio-inspired generative model that decouples timeline modeling from item decoding. MARIUS reduces inference cost while improving recommendation accuracy. Experiments on standard sequential recommendation benchmarks show that our approach narrows, or even eliminates, the performance gap between generative and modern ID-based models, while retaining the benefits of the generative paradigm.

Quantum computing, with its ability to do exponentially faster computation compared to classical systems, has found novel applications in various fields such as machine learning and recommendation systems. Quantum Machine Learning (QML), which integrates quantum computing with machine learning techniques, presents powerful new tools for data processing and pattern recognition. This paper proposes a hybrid recommendation system that combines Quantum Hopfield Associative Memory (QHAM) with deep neural networks to improve the extraction and classification on the MovieLens 1M dataset. User archetypes are clustered into multiple unique groups using the K-Means algorithm and converted into polar patterns through the encoder's activation function. These polar patterns are then integrated into the variational QHAM-based hybrid recommendation model. The system was trained using the MSE loss over 35 epochs in an ideal environment, achieving an ROC value of 0.9795, an accuracy of 0.8841, and an F-1 Score of 0.8786. Trained with the same number of epochs in a noisy environment using a custom Qiskit AER noise model incorporating bit-flip and readout errors with the same probabilities as in real quantum hardware, it achieves an ROC of 0.9177, an accuracy of 0.8013, and an F-1 Score equal to 0.7866, demonstrating consistent performance. Additionally, we were able to optimize the qubit overhead present in previous QHAM architectures by efficiently updating only one random targeted qubit. This research presents a novel framework that combines variational quantum computing with deep learning, capable of dealing with real-world datasets with comparable performance compared to purely classical counterparts. Additionally, the model can perform similarly well in noisy configurations, showcasing a steady performance and proposing a promising direction for future usage in recommendation systems.

Recommender systems for niche and dynamic communities face persistent challenges from data sparsity, cold start users and items, and privacy constraints. Traditional collaborative filtering and content-based approaches underperform in these settings, either requiring invasive user data or failing when preference histories are absent. We present DeepNaniNet, a deep neural recommendation framework that addresses these challenges through an inductive graph-based architecture combining user-item interactions, item-item relations, and rich textual review embeddings derived from BERT. Our design enables cold start recommendations without profile mining, using a novel "content basket" user representation and an autoencoder-based generalization strategy for unseen users. We introduce AnimeULike, a new dataset of 10,000 anime titles and 13,000 users, to evaluate performance in realistic scenarios with high proportions of guest or low-activity users. DeepNaniNet achieves state-of-the-art cold start results on the CiteULike benchmark, matches DropoutNet in user recall without performance degradation for out-of-matrix users, and outperforms Weighted Matrix Factorization (WMF) and DropoutNet on AnimeULike warm start by up to 7x and 1.5x in Recall@100, respectively. Our findings demonstrate that DeepNaniNet delivers high-quality, privacy-preserving recommendations in data-sparse, cold start-heavy environments while effectively integrating heterogeneous content sources.

User activity sequences have emerged as one of the most important signals in recommender systems. We present a foundational model, PinFM, for understanding user activity sequences across multiple applications at a billion-scale visual discovery platform. We pretrain a transformer model with 20B+ parameters using extensive user activity data, then fine-tune it for specific applications, efficiently coupling it with existing models. While this pretraining-and-fine-tuning approach has been popular in other domains, such as Vision and NLP, its application in industrial recommender systems presents numerous challenges. The foundational model must be scalable enough to score millions of items every second while meeting tight cost and latency constraints imposed by these systems. Additionally, it should capture the interactions between user activities and other features and handle new items that were not present during the pretraining stage. We developed innovative techniques to address these challenges. Our infrastructure and algorithmic optimizations, such as the Deduplicated Cross-Attention Transformer (DCAT), improved our throughput by 600% on Pinterest internal data. We demonstrate that PinFM can learn interactions between user sequences and candidate items by altering input sequences, leading to a 20% increase in engagement with new items. PinFM is now deployed to help improve the experience of more than half a billion users across various applications.

Atlantic writer Faith Hill claimed that women have developed a distrust of dating apps due to young men becoming more conservative during an appearance on CNN's "The Assignment with Audie Cornish" on Thursday. Young men's shift to the political right has complicated the dating world and led to distrust by women of dating apps, according to The Atlantic writer Faith Hill, who appeared on CNN on Thursday. Hill argued that women's growing distrust of dating apps stems from men -- young men in particular -- becoming more conservative while young women are becoming more progressive, leading to the sexes "growing further apart in a lot of ways." "You see that young men are moving further to the right. And I think for a lot of women in particular, it can just sort of feel like, 'This is not a time where I trust men -- I feel respected by men. I don't necessarily want to go out and meet strangers who are men,'" Hill said.

Local life service is a vital scenario in Kuaishou App, where video recommendation is intrinsically linked with store's location information. Thus, recommendation in our scenario is challenging because we should take into account user's interest and real-time location at the same time. In the face of such complex scenarios, end-to-end generative recommendation has emerged as a new paradigm, such as OneRec in the short video scenario, OneSug in the search scenario, and EGA in the advertising scenario. However, in local life service, an end-to-end generative recommendation model has not yet been developed as there are some key challenges to be solved. The first challenge is how to make full use of geographic information. The second challenge is how to balance multiple objectives, including user interests, the distance between user and stores, and some other business objectives. To address the challenges, we propose OneLoc. Specifically, we leverage geographic information from different perspectives: (1) geo-aware semantic ID incorporates both video and geographic information for tokenization, (2) geo-aware self-attention in the encoder leverages both video location similarity and user's real-time location, and (3) neighbor-aware prompt captures rich context information surrounding users for generation. To balance multiple objectives, we use reinforcement learning and propose two reward functions, i.e., geographic reward and GMV reward. With the above design, OneLoc achieves outstanding offline and online performance. In fact, OneLoc has been deployed in local life service of Kuaishou App. It serves 400 million active users daily, achieving 21.016% and 17.891% improvements in terms of gross merchandise value (GMV) and orders numbers.