The Transformer has proven to be a significant approach in feature interaction for CTR prediction, achieving considerable success in previous works. However, it also presents potential challenges in handling feature interactions. Firstly, Transformers may encounter information loss when capturing feature interactions. By relying on inner products to represent pairwise relationships, they compress raw interaction information, which can result in a degradation of fidelity. Secondly, due to the long-tail features distribution, feature fields with low information-abundance embeddings constrain the information abundance of other fields, leading to collapsed embedding matrices. To tackle these issues, we propose a Dual Attention Framework for Enhanced Feature Interaction, known as Dual Enhanced Attention. This framework integrates two attention mechanisms: the Combo-ID attention mechanism and the collapse-avoiding attention mechanism. The Combo-ID attention mechanism directly retains feature interaction pairs to mitigate information loss, while the collapse-avoiding attention mechanism adaptively filters out low information-abundance interaction pairs to prevent interaction collapse. Extensive experiments conducted on industrial datasets have shown the effectiveness of Dual Enhanced Attention.

To advance personalized applications such as recommendation systems and user behavior prediction, recent research increasingly adopts large language models (LLMs) for human -readable persona modeling. In dynamic real -world scenarios, effective persona modeling necessitates leveraging streaming behavior data to continually optimize user personas. However, existing methods -whether regenerating personas or incrementally extending them with new behaviors -often fail to achieve sustained improvements in persona quality or future behavior prediction accuracy. To address this, we propose DEEPER, a novel approach for dynamic persona modeling that enables continual persona optimization. Specifically, we enhance the model's direction -search capability through an iterative reinforcement learning framework, allowing it to automatically identify effective update directions and optimize personas using discrepancies between user behaviors and model predictions. Extensive experiments on dynamic persona modeling involving 4800 users across 10 domains highlight the superior persona optimization capabilities of DEEPER, delivering an impressive 32.2% average reduction in user behavior prediction error over four update rounds -outperforming the best baseline by a remarkable 22.92%.

Recent advancements in large language models (LLMs) have demonstrated that progressive refinement, rather than providing a single answer, results in more accurate and thoughtful outputs. However, existing methods often rely heavily on supervision signals to evaluate previous responses, making it difficult to assess output quality in more open-ended scenarios effectively. Additionally, these methods are typically designed for specific tasks, which limits their generalization to new domains. To address these limitations, we propose Progressive Thought Refinement (PTR), a framework that enables LLMs to refine their responses progressively. PTR operates in two phases: (1) Thought data construction stage: We propose a weak and strong model collaborative selection strategy to build a high-quality progressive refinement dataset to ensure logical consistency from thought to answers, and the answers are gradually refined in each round. (2) Thought-Mask Fine-Tuning Phase: We design a training structure to mask the "thought" and adjust loss weights to encourage LLMs to refine prior thought, teaching them to implicitly understand "how to improve" rather than "what is correct." Experimental results show that PTR significantly enhances LLM performance across ten diverse tasks (avg. from 49.6% to 53.5%) without task-specific fine-tuning. Notably, in more open-ended tasks, LLMs also demonstrate substantial improvements in the quality of responses beyond mere accuracy, suggesting that PTR truly teaches LLMs to self-improve over time.

Cross-Domain Sequential Recommendation (CDSR) aims to mine and transfer users' sequential preferences across different domains to alleviate the long-standing cold-start issue. Traditional CDSR models capture collaborative information through user and item modeling while overlooking valuable semantic information. Recently, Large Language Model (LLM) has demonstrated powerful semantic reasoning capabilities, motivating us to introduce them to better capture semantic information. However, introducing LLMs to CDSR is non-trivial due to two crucial issues: seamless information integration and domain-specific generation. To this end, we propose a novel framework named URLLM, which aims to improve the CDSR performance by exploring the User Retrieval approach and domain grounding on LLM simultaneously. Specifically, we first present a novel dual-graph sequential model to capture the diverse information, along with an alignment and contrastive learning method to facilitate domain knowledge transfer. Subsequently, a user retrieve-generation model is adopted to seamlessly integrate the structural information into LLM, fully harnessing its emergent inferencing ability. Furthermore, we propose a domain-specific strategy and a refinement module to prevent out-of-domain generation. Extensive experiments on Amazon demonstrated the information integration and domain-specific generation ability of URLLM in comparison to state-of-the-art baselines. Our code is available at https://github.com/TingJShen/URLLM

Web automation is a significant technique that accomplishes complicated web tasks by automating common web actions, enhancing operational efficiency, and reducing the need for manual intervention. Traditional methods, such as wrappers, suffer from limited adaptability and scalability when faced with a new website. On the other hand, generative agents empowered by large language models (LLMs) exhibit poor performance and reusability in open-world scenarios. In this work, we introduce a crawler generation task for vertical information web pages and the paradigm of combining LLMs with crawlers, which helps crawlers handle diverse and changing web environments more efficiently. We propose AutoCrawler, a two-stage framework that leverages the hierarchical structure of HTML for progressive understanding. Through top-down and step-back operations, AutoCrawler can learn from erroneous actions and continuously prune HTML for better action generation. We conduct comprehensive experiments with multiple LLMs and demonstrate the effectiveness of our framework. Resources of this paper can be found at \url{https://github.com/EZ-hwh/AutoCrawler}

Can Large Language Models substitute humans in making important decisions? Recent research has unveiled the potential of LLMs to role-play assigned personas, mimicking their knowledge and linguistic habits. However, imitative decision-making requires a more nuanced understanding of personas. In this paper, we benchmark the ability of LLMs in persona-driven decision-making. Specifically, we investigate whether LLMs can predict characters' decisions provided with the preceding stories in high-quality novels. Leveraging character analyses written by literary experts, we construct a dataset LIFECHOICE comprising 1,401 character decision points from 395 books. Then, we conduct comprehensive experiments on LIFECHOICE, with various LLMs and methods for LLM role-playing. The results demonstrate that state-of-the-art LLMs exhibit promising capabilities in this task, yet there is substantial room for improvement. Hence, we further propose the CHARMAP method, which achieves a 6.01% increase in accuracy via persona-based memory retrieval. We will make our datasets and code publicly available.

This paper proposes the User Viewing Flow Modeling (SINGLE) method for the article recommendation task, which models the user constant preference and instant interest from user-clicked articles. Specifically, we first employ a user constant viewing flow modeling method to summarize the user's general interest to recommend articles. In this case, we utilize Large Language Models (LLMs) to capture constant user preferences from previously clicked articles, such as skills and positions. Then we design the user instant viewing flow modeling method to build interactions between user-clicked article history and candidate articles. It attentively reads the representations of user-clicked articles and aims to learn the user's different interest views to match the candidate article. Our experimental results on the Alibaba Technology Association (ATA) website show the advantage of SINGLE, achieving a 2.4% improvement over previous baseline models in the online A/B test. Our further analyses illustrate that SINGLE has the ability to build a more tailored recommendation system by mimicking different article viewing behaviors of users and recommending more appropriate and diverse articles to match user interests.

The travel marketing platform of Alibaba serves an indispensable role for hundreds of different travel scenarios from Fliggy, Taobao, Alipay apps, etc. To provide personalized recommendation service for users visiting different scenarios, there are two critical issues to be carefully addressed. First, since the traffic characteristics of different scenarios, it is very challenging to train a unified model to serve all. Second, during the promotion period, the exposure of some specific items will be re-weighted due to manual intervention, resulting in biased logs, which will degrade the ranking model trained using these biased data. In this paper, we propose a novel Scenario-Aware Ranking Network (SAR-Net) to address these issues. SAR-Net harvests the abundant data from different scenarios by learning users' cross-scenario interests via two specific attention modules, which leverage the scenario features and item features to modulate the user behavior features, respectively. Then, taking the encoded features of previous module as input, a scenario-specific linear transformation layer is adopted to further extract scenario-specific features, followed by two groups of debias expert networks, i.e., scenario-specific experts and scenario-shared experts. They output intermediate results independently, which are further fused into the final result by a multi-scenario gating module. In addition, to mitigate the data fairness issue caused by manual intervention, we propose the concept of Fairness Coefficient (FC) to measures the importance of individual sample and use it to reweigh the prediction in the debias expert networks. Experiments on an offline dataset covering over 80 million users and 1.55 million travel items and an online A/B test demonstrate the effectiveness of our SAR-Net and its superiority over state-of-the-art methods.

Nowadays, artificial neural networks are widely used for users' online travel planning. Personalized travel planning has many real applications and is affected by various factors, such as transportation type, intention destination estimation, budget limit and crowdness prediction. Among those factors, users' intention destination prediction is an essential task in online travel platforms. The reason is that, the user may be interested in the travel plan only when the plan matches his real intention destination. Therefore, in this paper, we focus on predicting users' intention destinations in online travel platforms. In detail, we act as online travel platforms (such as Fliggy and Airbnb) to recommend travel plans for users, and the plan consists of various vacation items including hotel package, scenic packages and so on. Predicting the actual intention destination in travel planning is challenging. Firstly, users' intention destination is highly related to their travel status (e.g., planning for a trip or finishing a trip). Secondly, users' actions (e.g. clicking, searching) over different product types (e.g. train tickets, visa application) have different indications in destination prediction. Thirdly, users may mostly visit the travel platforms just before public holidays, and thus user behaviors in online travel platforms are more sparse, low-frequency and long-period. Therefore, we propose a Deep Multi-Sequences fused neural Networks (DMSN) to predict intention destinations from fused multi-behavior sequences. Real datasets are used to evaluate the performance of our proposed DMSN models. Experimental results indicate that the proposed DMSN models can achieve high intention destination prediction accuracy.

Conversion Rate (\emph{CVR}) prediction in modern industrial e-commerce platforms is becoming increasingly important, which directly contributes to the final revenue. In order to address the well-known sample selection bias (\emph{SSB}) and data sparsity (\emph{DS}) issues encountered during CVR modeling, the abundant labeled macro behaviors ($i.e.$, user's interactions with items) are used. Nonetheless, we observe that several purchase-related micro behaviors ($i.e.$, user's interactions with specific components on the item detail page) can supplement fine-grained cues for \emph{CVR} prediction. Motivated by this observation, we propose a novel \emph{CVR} prediction method by Hierarchically Modeling both Micro and Macro behaviors ($HM^3$). Specifically, we first construct a complete user sequential behavior graph to hierarchically represent micro behaviors and macro behaviors as one-hop and two-hop post-click nodes. Then, we embody $HM^3$ as a multi-head deep neural network, which predicts six probability variables corresponding to explicit sub-paths in the graph. They are further combined into the prediction targets of four auxiliary tasks as well as the final $CVR$ according to the conditional probability rule defined on the graph. By employing multi-task learning and leveraging the abundant supervisory labels from micro and macro behaviors, $HM^3$ can be trained end-to-end and address the \emph{SSB} and \emph{DS} issues. Extensive experiments on both offline and online settings demonstrate the superiority of the proposed $HM^3$ over representative state-of-the-art methods.