Click-through rate (CTR) prediction plays a pivotal role in online advertising and recommender systems. Despite notable progress in modeling user preferences from historical behaviors, two key challenges persist. First, exsiting discriminative paradigms focus on matching candidates to user history, often overfitting to historically dominant features and failing to adapt to rapid interest shifts. Second, a critical information chasm emerges from the point-wise ranking paradigm. By scoring each candidate in isolation, CTR models discard the rich contextual signal implied by the recalled set as a whole, leading to a misalignment where long-term preferences often override the user's immediate, evolving intent. To address these issues, we propose GenCI, a generative user intent framework that leverages semantic interest cohorts to model dynamic user preferences for CTR prediction. The framework first employs a generative model, trained with a next-item prediction (NTP) objective, to proactively produce candidate interest cohorts. These cohorts serve as explicit, candidate-agnostic representations of a user's immediate intent. A hierarchical candidate-aware network then injects this rich contextual signal into the ranking stage, refining them with cross-attention to align with both user history and the target item. The entire model is trained end-to-end, creating a more aligned and effective CTR prediction pipeline. Extensive experiments on three widely used datasets demonstrate the effectiveness of our approach.
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Large Language Models (LLMs) have recently gained increasing attention in the field of recommendation. Existing LLM-based methods typically represent items as token sequences, and apply attention layers on these tokens to generate recommendations. However, by inheriting the standard attention mechanism, these methods focus on modeling token-level relations. This token-centric focus overlooks the item as the fundamental unit of recommendation, preventing existing methods from effectively capturing collaborative relations at the item level. In this work, we revisit the role of tokens in LLM-driven recommendation and categorize their relations into two types: (1) intra-item token relations, which present the content semantics of an item, e.g., name, color, and size; and (2) inter-item token relations, which encode collaborative relations across items. Building on these insights, we propose a novel framework with an item-aware attention mechanism (IAM) to enhance LLMs for recommendation. Specifically, IAM devises two complementary attention layers: (1) an intra-item attention layer, which restricts attention to tokens within the same item, modeling item content semantics; and (2) an inter-item attention layer, which attends exclusively to token relations across items, capturing item collaborative relations. Through this stacked design, IAM explicitly emphasizes items as the fundamental units in recommendation, enabling LLMs to effectively exploit item-level collaborative relations. Extensive experiments on several public datasets demonstrate the effectiveness of IAM in enhancing LLMs for personalized recommendation.
Large language models (LLMs), owing to their extensive open-domain knowledge and semantic reasoning capabilities, have been increasingly integrated into recommender systems (RS). However, a substantial gap remains between the pre-training objectives of LLMs and the specific requirements of recommendation tasks. To address this gap, supervised fine-tuning (SFT) is commonly performed on specially curated recommendation datasets to further enhance their predictive ability. Despite its success, SFT exhibits a critical limitation: it induces Context Bias, whereby the model over-relies on auxiliary tokens—such as task descriptions and prefix-generated tokens—while underutilizing core user interaction tokens that encode user-specific preferences. This bias not only undermines recommendation accuracy but also raises unfairness concerns. To address this issue, we propose Group Distributionally Robust Optimization-based Tuning (GDRT), a novel fine-tuning paradigm that enforces consistent model performance across token groups with varying degrees of relevance to auxiliary tokens. By adaptively upweighting underperforming groups, typically those weakly correlated with auxiliary tokens, GDRT shifts the model's attention from superficial auxiliary cues to informative user interaction tokens, thereby mitigating context bias. Extensive experiments conducted on three public datasets demonstrate that GDRT effectively mitigates context bias, yielding substantial improvements in recommendation accuracy (with an average NDCG@10 gain of 24.29%) and significantly enhancing recommendation fairness. The code is available at https://github.com/WANGBohaO-jpg/GDRT.
Cross-domain recommendation forms a crucial component in recommendation systems. It leverages auxiliary information through source domain tasks or features to enhance target domain recommendations. However, incorporating inconsistent source domain tasks may result in insufficient cross-domain modeling or negative transfer. While incorporating source domain features without considering the underlying causal relationships may limit their contribution to final predictions. Thus, a natural idea is to directly train a cross-domain representation on a causality-labeled dataset from the source to target domain. Yet this direction has been rarely explored, as identifying unbiased real causal labels is highly challenging in real-world scenarios. In this work, we attempt to take a first step in this direction by proposing a causality-enhanced framework, named CE-CDR. Specifically, we first reformulate the cross-domain recommendation as a causal graph for principled guidance. We then construct a causality-aware dataset heuristically. Subsequently, we derive a theoretically unbiased Partial Label Causal Loss to generalize beyond the biased causality-aware dataset to unseen cross-domain patterns, yielding an enriched cross-domain representation, which is then fed into the target model to enhance target-domain recommendations. Theoretical and empirical analyses, as well as extensive experiments, demonstrate the rationality and effectiveness of CE-CDR and its general applicability as a model-agnostic plugin. Moreover, it has been deployed in production since April 2025, showing its practical value in real-world applications.
Recommender systems (RS) aim to retrieve a small set of items that best match individual user preferences. Naturally, RS place primary emphasis on the quality of the Top-K results rather than performance across the entire item set. However, estimating Top-K accuracy (e.g., Precision@K, Recall@K) requires determining the ranking positions of items, which imposes substantial computational overhead and poses significant challenges for optimization. In addition, RS often suffer from distribution shifts due to evolving user preferences or data biases, further complicating the task. To address these issues, we propose Talos, a loss function that is specifically designed to optimize the Top-K recommendation accuracy. Talos leverages a quantile technique that replaces the complex ranking-dependent operations into simpler comparisons between predicted scores and learned score thresholds. We further develop a sampling-based regression algorithm for efficient and accurate threshold estimation, and introduce a constraint term to maintain optimization stability by preventing score inflation. Additionally, we incorporate a tailored surrogate function to address discontinuity and enhance robustness against distribution shifts. Comprehensive theoretical analyzes and empirical experiments are conducted to demonstrate the effectiveness, efficiency, convergence, and distributional robustness of Talos. The code and the additional appendix are available at https://github.com/cynthia-shengjia/WWW-2026-Talos.
Expert-sharing patterns have emerged as promising paradigms for multi-task learning (MTL) in recommender systems, enabling efficient resource allocation and dynamic modeling of diverse tasks. In this paper, we observe that high-gating (leader) and low-gating (auxiliary) experts play distinct roles in MTL: leader experts dominate task-specific predictions, while auxiliary experts, despite their lower gating scores, often contain complementary knowledge that can enhance model performance. However, critical challenges persist: how to effectively identify and utilize the knowledge of the leader and auxiliary experts in a synergistic manner? To address this, we propose a novel Dynamic Experts Synergy (DES) mechanism that integrates Entropy-driven Experts Classification (EEC) and Multi-view Knowledge Recycle (MVKR). EEC dynamically partitions experts into leader and auxiliary groups by analyzing task-specific prediction and gating entropy, enabling adaptive allocation aligned with real-time task difficulty. MVKR effectively revisits knowledge from auxiliary experts through utility, diversity, and task-relatedness perspectives, ensuring comprehensive knowledge utilization. Extensive experiments on five datasets demonstrate the superiority of our DES against state-of-the-art methods.
Sequential recommendation aims to predict users' next interaction with items by analyzing their historical behavior. However, the limited quality of item representations remains a critical bottleneck. While pre-trained large language models (LLMs) can provide rich semantic representations, existing approaches only rely on static encoding of fixed attributes, overlooking the crucial role of target audiences in defining item identity. Moreover, the semantic space struggles to reflect actual user behavior, resulting in a significant gap between semantic representations and behavioral patterns. To address these limitations, we propose GenAIR, a general framework that empowers sequential recommendation with Generative Archetype-grounded Item Representations. Specifically, we first leverage an LLM to analyze item metadata and infer textual description of the Archetype, which represents the conceptual profile of the item's ideal target audience. We then extract the corresponding embeddings in a single forward pass. Further, to ground these generative archetypes in real-world behavior, we introduce a behavioral calibration objective, which explicitly incorporates behavioral signals from actual interactions. This objective adjusts the structure of the embedding space to reflect empirical patterns. GenAIR enables seamless integration with most existing models while maintaining high efficiency. Comprehensive experiments conducted on three real-world datasets demonstrate that GenAIR significantly improves the performance of various sequential recommendation models and consistently outperforms state-of-the-art baseline approaches. Implementation codes are available at https://github.com/AI-Santiago/GenAIR.
Federated recommender systems enable collaborative model training while keeping user interaction data local and sharing only essential model parameters, thereby mitigating privacy risks. However, existing methods overlook a critical issue, i.e., the stable learning of a generalized item embedding throughout the federated recommender system training process. Item embedding plays a central role in facilitating knowledge sharing across clients. Yet, under the cross-device setting, local data distributions exhibit significant heterogeneity and sparsity, exacerbating the difficulty of learning generalized embeddings. These factors make the stable learning of generalized item embeddings both indispensable for effective federated recommendation and inherently difficult to achieve. To fill this gap, we propose a new federated recommendation framework, named Federated Recommendation with Generalized Embedding Learning (FedRecGEL). We reformulate the federated recommendation problem from an item-centered perspective and cast it as a multi-task learning problem, aiming to learn generalized embeddings throughout the training procedure. Based on theoretical analysis, we employ sharpness-aware minimization to address the generalization problem, thereby stabilizing the training process and enhancing recommendation performance. Extensive experiments on four datasets demonstrate the effectiveness of FedRecGEL in significantly improving federated recommendation performance. Our code is available at https://github.com/anonymifish/FedRecGEL.
Cold-start remains a fundamental challenge in recommendation systems due to the scarcity of interaction data. Recent methods address this issue by leveraging semantic ID embeddings and cross-domain transfer techniques, achieving notable progress. However, the common practice of learning semantic ID embeddings and training the recommendation model in separate stages hinders the generalization capability of semantic IDs throughout the training process. In this work, we propose Sharpness-Consistent Cross-Domain Recommendation (SC2 Rec), a novel framework designed to enhance the generalization of semantic ID-based models in cold-start scenarios. SC2 Rec alternately optimizes the sharpness of the loss landscape and enforces landscape consistency between warm and cold domains, leading to unified and flatter minima and improved generalization. Extensive experiments on industrial datasets demonstrate the effectiveness of SC2 Rec. Furthermore, we release a high-quality dataset to facilitate further research in this area.
User-centric recommendation has become essential for delivering personalized services, as it enables systems to adapt to users' evolving behaviors while respecting their long-term preferences and privacy constraints. Although federated learning offers a promising alternative to centralized training, existing approaches largely overlook user behavior dynamics, leading to temporal forgetting and weakened collaborative personalization. In this work, we propose FCUCR, a federated continual recommendation framework designed to support long-term personalization in a privacy-preserving manner. To address temporal forgetting, we introduce a time-aware self-distillation strategy that implicitly retains historical preferences during local model updates. To tackle collaborative personalization under heterogeneous user data, we design an inter-user prototype transfer mechanism that enriches each client's representation using knowledge from similar users while preserving individual decision logic. Extensive experiments on four public benchmarks demonstrate the superior effectiveness of our approach, along with strong compatibility and practical applicability. Code is available at https://github.com/Poizoner/code4FCUCR_www2026.
Federated Recommendation (FR) has emerged as a promising paradigm for addressing the learn-to-rank problem in a privacy-preserving manner. However, effectively incorporating multimodal item features into FR remains an open challenge, due to efficiency constraints, distribution heterogeneity, and feature utilization alignment with the recommendation objective. To tackle these issues, we propose GFMFR, a novel multimodal fusion framework for federated recommendation. Specifically, multimodal representation learning is offloaded to the server, which stores item content and employs a high-capacity encoder to generate expressive representations, thereby alleviating the computational burden on clients. In addition, a group-aware multimodal aggregation mechanism learns shared representations for users with similar interests, enabling knowledge sharing while alleviating distribution heterogeneity. Finally, GFMFR adopts a preference-guided distillation strategy that leverages multimodal information in a way directly aligned with recommendation objectives. The proposed framework can be seamlessly integrated into existing federated recommender systems, enhancing their effectiveness by incorporating multimodal features. Extensive experiments on five benchmark datasets demonstrate that GFMFR consistently outperforms state-of-the-art multimodal FR baselines. The implementation code is available. https://github.com/Zhangwp2420/GFMFR.
Proactive news recommendation seeks to guide users over extended interaction sessions towards a cultivated interest in targeted news, thereby shaping public opinion and contributing to social stability. Conventional news recommendation algorithms, by contrast, are largely passive: they rely solely on a user's historical preferences, a practice that exacerbates filter-bubble effects and opinion polarization. To mitigate these drawbacks, proactive news recommendation strategically adjusts the sequence of suggested articles so that users gradually cultivate an interest in a target. This paradigm, however, presents three central challenges: (i) accurately modeling a user's receptiveness to novelty; (ii) tracking evolving interests across multiple rounds of proactive recommendation; and (iii) selecting intermediary articles that balance immediate relevance with long-term target guidance. To tackle these challenges, we introduce ONeRec, a novel framework towards user Openness-aware and adaptive proactive News Recommendation. ONeRec steers users towards target news by adaptively recommending target-relevant intermediate news items according to the user's openness and current interest. ONeRec incorporates two personalized mechanisms: an openness coefficient, derived from reading history, that models a user's tolerance for novelty and balances interest matching with target guidance; and an evolutionary coefficient, which dynamically updates user interest as they engage with recommended news. To support offline training and evaluation, we further employ a Large Language Model agent to simulate user feedback. Extensive experiments on the public MIND dataset demonstrate that ONeRec consistently outperforms strong baselines in proactive news recommendation scenarios.
In real-world scenarios, users tend to engage with a small set of popular items, while a large number of long-tail items receive little to no interaction. This long-tail phenomenon substantially impairs recommendation quality. Although prior approaches have attempted to address this issue, the absence of sufficient collaborative signals remains a major obstacle. With the advent of Large Language Models (LLMs), recent studies have explored leveraging LLM-derived semantics to enrich recommendation models. These approaches aim to incorporate textual or contextual knowledge to compensate for limited user-item interactions. A key challenge, however, lies in effectively integrating semantic signals with collaborative representations, which originate from different modalities and learning dynamics. To tackle this, We propose a novel framework, called FCRLLM (the Flipped Classroom with LLM), for long-tail sequential recommendation that aligns collaborative and LLM-based semantic representations. The flipped classroom mechanism dynamically updates the teacher representation to align with the student's attention, enabling more effective integration of semantic and collaborative information. This alignment is implemented via an energy-based formulation inspired by Hopfield networks. To validate its effectiveness, we conduct extensive experiments on three real-world datasets and demonstrate that FCRLLM consistently improves recommendation performance regardless of item popularity or user activity.
The performance of Recommender Systems (RS) varies significantly across users, yet the underlying reasons for this variance remain poorly understood. This paper introduces a unified framework to analyze and explain this performance gap by quantifying user profile characteristics. We propose two novel, information-theoretic measures: Mean Surprise (𝑆(𝑢)), which captures a user's deviation from popular items and is closely related to popularity bias, and Mean Conditional Surprise (𝐂𝑆(𝑢)), which measures the internal coherence of a user's interactions in a domain-agnostic manner. Through extensive experiments on 7 algorithms and 9 datasets, we demonstrate that these measures are strong predictors of recommendation performance. Our analysis reveals that performance gains from complex models are concentrated on ''coherent'' users, while all algorithms perform poorly on ''incoherent'' users. We show how these measures provide practical utility for the Web community by: (1) enabling robust, stratified evaluation to identify model weaknesses; (2) facilitating a novel analysis of the behavioral alignment of recommendations; and (3) guiding targeted system design, which we validate by training a specialized model on a segment of ''coherent'' users that achieves superior performance for that group with significantly less data. This work provides a new lens for understanding user behavior and offers practical tools for building more robust and efficient large-scale recommender systems.
Search-based recommendation is one of the most critical application scenarios in e-commerce platforms. Users' complex search contexts—such as spatiotemporal factors, historical interactions, and current query's information—constitute an essential part of their decision-making, reflecting implicit preferences that complement explicit query terms. Modeling such rich contextual signals and their intricate associations with candidate items remains a key challenge. Although numerous efforts have been devoted to building more effective search methods, existing approaches still show limitations in integrating contextual information, which hinders their ability to fully capture user intent. To address these challenges, we propose a context-aware reasoning-enhanced generative search framework for better understanding the complicated context. Specifically, the framework first unifies heterogeneous user and item contexts into textual representations or text-based semantic identifiers and aligns them. To overcome the lack of explicit reasoning trajectories, we introduce a self-evolving post-training paradigm that iteratively combines supervised fine-tuning and reinforcement learning to progressively enhance the model's reasoning capability. In addition, we identify potential biases in existing RL algorithms when applied to search scenarios and present a debiased variant of GRPO to improve ranking performance. Extensive experiments on search log data collected from a real-world e-commerce platform demonstrate that our approach achieves superior performance compared with strong baselines, validating its effectiveness for search-based recommendation.
The vulnerability of graph-based recommender systems to spurious correlations has become a significant obstacle to their practical deployment, hindering their robustness in out-of-distribution (OOD) scenarios. While existing approaches offer partial solutions, they are limited by fundamental shortcomings: model-centric approaches reliant on predefined causal graphs often suffer from suboptimal performance due to complex and dynamic environmental influences. These methods typically require identifying an environmental label or performing feature decoupling, but hidden environments are often difficult to model. Furthermore, existing general feature decoupling methods fail to account for the unique structural characteristics of graphs. To overcome these challenges, we advocate for a shift towards explicit, geometrically-grounded disentanglement. Hyperbolic geometry is particularly suited for this task due to its capacity to model the inherent hierarchies of user interests. We introduce C-HyPOD : Causal Hyperbolic Representation Learning with Prototype Orthogonal Disentanglement, a novel framework designed for graph-based OOD recommendation. Unlike traditional methods, C-HyPOD transforms disentanglement into a concrete geometric task. It introduces a global interest space by learning a single set of universal interest prototypes. They provides a superior geometric foundation for ensuring these prototypes are well-separated and semantically distinct. To ensure a complete separation and prevent information leakage, a targeted orthogonality constraint is then applied. This constraint purifies the aggregated causal representation by forcing it to be orthogonal to the spurious representation in the tangent space, thereby eliminating their linear correlation. Extensive experiments on four public datasets demonstrate that C-HyPOD significantly improves OOD robustness and recommendation performance, surpassing state-of-the-art methods.
Federated recommender systems (FedRec) have emerged as a promising approach to provide personalized recommendations while protecting user privacy. However, recent studies have demonstrated their vulnerability to poisoning attacks, wherein malicious clients can inject carefully crafted gradients to prompt target items to benign users. Existing attacks typically target the full user group, which compromises stealth and increases the risk of detection. In contrast, real-world adversaries may prefer to target specific user subgroup, such as promoting health supplements to older individual, to maximize attack success while preserving stealth to evade detection. Motivated by this gap, we introduce Spattack, the first poisoning attack designed to manipulate recommendations for specific user subgroups in federated setting. Specifically, Spattack adopts an approximate-and-promote paradigm, which first approximate user embeddings of target/non-target subgroups and then prompts target items to the target subgroups. We further reveal a trade-off in achieving strong attack performance on the target group while keeping the non-target group largely unaffected. To achieve a better trade-off, we propose enhanced approximation and promotion strategies. For the approximation, we push the embeddings of different subgroup away based on contrastive learning and augment the target group's relevant item set via clustering. For the promotion, we align target and relevant item embeddings to strengthen their semantic connections. An adaptive weighting strategy is further proposed to balance promotion effects between target and non-target subgroups. Experiments on three real-world datasets demonstrate that Spattack consistently achieves strong attack performance on the target subgroup with minimal impact on non-target users, even when only 0.1% of users are malicious. Moreover, Spattack maintains competitive recommendation performance and exhibits strong resilience against mainstream defenses.
Learner-item cognitive modeling plays a central role in the web-based online intelligent education system by enabling cognitive diagnosis (CD), the upstream and crucial component of the system, across increasingly diverse online educational scenarios. Although ID embedding remains the mainstream approach in cognitive modeling due to its effectiveness and flexibility, recent advances in language models (LMs) have introduced new possibilities for incorporating rich semantic representations to enhance CD performance. However, current studies often focus on a specific task, such as zero-shot CD, limiting the broader application of LMs in this field. This highlights the need for a comprehensive analysis of how LMs enhance embeddings through semantic integration across mainstream CD tasks. This paper identifies two key challenges in fully leveraging LMs in existing work: Misalignment between the training objectives of LMs and CD models creates a distribution gap in feature spaces, hindering the potential of LMs for embedding enhancement; A unified framework is essential for integrating textual embeddings across varied CD tasks while preserving the strengths of existing cognitive modeling paradigms, such as ID embeddings, to ensure the robustness of embedding enhancement. To address these challenges, this paper introduces EduEmbed, a unified embedding enhancement framework that leverages fine-tuned LMs to enrich learner-item cognitive modeling across diverse CD tasks. EduEmbed operates in two stages. In the first stage called role-aware interactive fine-tuning, we fine-tune LMs based on role-specific representations and an interaction diagnoser to bridge the semantic gap of CD models. In the second stage called adapter-aware representation integration, we employ a textual adapter to extract task-relevant semantics and integrate them with existing modeling paradigms to improve generalization across diverse CD tasks. We evaluate the proposed framework on four CD tasks and computerized adaptive testing (CAT) task, achieving robust performance. Further analysis reveals the impact of semantic information across diverse tasks, offering key insights for future research on the application of LMs in CD for online intelligent education systems.
Scaling laws have enabled large language models(LLMs) to achieve remarkable performance and strong generalization across diverse language understanding tasks, including few-shot, in-context, and zero-shot learning. While prior studies in large-scale collaborative filtering(CF) have revealed clear relationships between model performance and scaling factors such as data size and model capacity, little attention has been given to how heterogeneous datasets can be synergistically combined for recommender systems(RS). In particular, it remains unclear whether systematically integrating diverse recommendation datasets can yield scaling behaviors analogous to those observed in LLMs, while simultaneously addressing challenges such as cold-start recommendation and cross-domain transfer. In this paper, we present RecCLIP, a multimodal framework that reformulates user--item interactions as visual representations compatible with vision--language models(VLMs). RecCLIP compresses interaction signals and employs prompt-based ranking to enable unified representation across heterogeneous data sources. Extensive experiments reveal consistent power-law scaling trends with respect to data size, and demonstrate that RecCLIP achieves superior performance in both cold-start and cross-domain transfer scenarios. Our findings underscore the importance of data-centric design in recommender systems and provide practical insights into scaling them effectively.The code for replication is available at https://github.com/jinliwei-1/RecCLIP.
Human mobility prediction is crucial for applications ranging from location-based recommendations to urban planning, which aims to forecast users' next location visits based on historical trajectories. While existing mobility prediction models excel at capturing sequential patterns through diverse architectures for different scenarios, they are hindered by the long-tailed distribution of location visits, leading to biased predictions and limited applicability. This highlights the need for a solution that enhances the long-tailed prediction capabilities of these models with broad compatibility and efficiency across diverse architectures. To address this need, we propose the first architecture-agnostic plugin for long-tailed human mobility prediction, named Adaptive LO cation HierArchy learning (ALOHA). Inspired by Maslow's theory of human motivation, we exploit and explore common mobility knowledge of head and tail locations derived from human mobility trajectories to effectively mitigate long-tailed bias. Specifically, we introduce an automatic pipeline to construct city-tailored location hierarchies based on Large Language Models (LLMs) and Chain-of-Thought (CoT) prompts, capturing high-level mobility semantics with minimal human verification. We further design an Adaptive Hierarchical Loss (AHL) that rebalances learning through Gumbel disturbance and node-wise adaptive weighting, enabling both exploitation of multi-level signals and exploration within semantically related groups. Extensive experiments across multiple state-of-the-art models demonstrate that ALOHA consistently improves long-tailed mobility prediction performance by up to 16.59% while maintaining efficiency and robustness. Our code is at https://github.com/Star607/ALOHA.