Personalized marketing has emerged as a pivotal strategy for enhancing customer engagement and driving business growth. Academic and industry efforts have predominantly focused on recommendation systems and personalized advertisements. Nonetheless, this facet of personalization holds significant potential for increasing conversion rates and improving customer satisfaction. Prior studies suggest that well-executed personalization strategies can boost revenue by up to 40 percent, underscoring the strategic importance of developing intelligent, data-driven approaches for offer generation. This work introduces SLM4Offer, a generative AI model for personalized offer generation, developed by fine-tuning a pre-trained encoder-decoder language model, specifically Google's Text-to-Text Transfer Transformer (T5-Small 60M) using a contrastive learning approach. SLM4Offer employs InfoNCE (Information Noise-Contrastive Estimation) loss to align customer personas with relevant offers in a shared embedding space. A key innovation in SLM4Offer lies in the adaptive learning behaviour introduced by contrastive loss, which reshapes the latent space during training and enhances the model's generalizability. The model is fine-tuned and evaluated on a synthetic dataset designed to simulate customer behaviour and offer acceptance patterns. Experimental results demonstrate a 17 percent improvement in offer acceptance rate over a supervised fine-tuning baseline, highlighting the effectiveness of contrastive objectives in advancing personalized marketing.

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.