Jun Zhang
Publications
The User Asks, Platforms Compete: How Agentic Recommendation Markets Take Shape
Online recommendation has traditionally taken place after a user enters a platform, which determines the candidate pool and the ranking shown to the user. LLM-based user agents enable a different recommendation process: a user specifies a need before choosing a platform, leaving platforms to compete for the user's attention, which we refer to as an agentic recommendation market. In our controlled LLM-based experiments across three product domains, we find this new setting of recommendation creates a tension between access and attention. Compared with traditional platform-centric recommendation, user-centric recommendation greatly expands the opportunity for relevant items to enter comparison; yet broader participation does not translate directly into effective exposure. Competition directly triggers platforms' strategic play: selectively positive explanations occupy 73--78% of first-ranked positions. When the user agent relates platforms' actions to subsequent user feedback, this share falls to 36--41%, while the chance of a user purchasing the relevant item increases. A user agent is therefore more than a ranker over a larger pool of candidates: its querying, ranking, and feedback mechanism governing who can compete, how scarce attention is allocated, and how earlier outcomes shape the evaluation of platforms directly affect user utility. Designing agentic recommendation therefore requires treating access, attention, and accountability as a joint mechanism design problem.
Spend Search Where It Pays: Value-Guided Structured Sampling and Optimization for Generative Recommendation
Generative recommendation via autoregressive models has unified retrieval and ranking into a single conditional generation framework. However, fine-tuning these models with Reinforcement Learning (RL) often suffers from a fundamental probability-reward mismatch. Conventional likelihood-dominated decoding (e.g., beam search) exhibits a myopic bias toward locally probable prefixes, which causes two critical failures: (1) insufficient exploration, where high-reward items in low-probability branches are prematurely pruned and rarely sampled, and (2) advantage compression, where trajectories sharing high-probability prefixes receive highly correlated rewards with low within-group variance, yielding a weak comparative signal for RL. To address these challenges, we propose V-STAR, a Value-guided Sampling and Tree-structured Advantage Reinforcement framework. V-STAR forms a self-evolving loop via two synergistic components. First, a Value-Guided Efficient Decoding (VED) is developed to identify decisive nodes and selectively deepen high-potential prefixes. This improves exploration efficiency without exhaustive tree search. Second, we propose Sibling-GRPO, which exploits the induced tree topology to compute sibling-relative advantages and concentrates learning signals on decisive branching decisions. Extensive experiments on both offline and online datasets demonstrate that V-STAR outperforms state-of-the-art baselines, delivering superior accuracy and candidate-set diversity under strict latency constraints.
Breaking the Curse of Repulsion: Optimistic Distributionally Robust Policy Optimization for Off-Policy Generative Recommendation
Policy-based Reinforcement Learning (RL) has established itself as the dominant paradigm in generative recommendation for optimizing sequential user interactions. However, when applied to offline historical logs, these methods suffer a critical failure: the dominance of low-quality data induces severe model collapse. We first establish the Divergence Theory of Repulsive Optimization, revealing that negative gradient updates inherently trigger exponential intensity explosion during off-policy training. This theory elucidates the inherent dilemma of existing methods, exposing their inability to reconcile variance reduction and noise imitation. To break this curse, we argue that the solution lies in rigorously identifying the latent high-quality distribution entangled within the noisy behavior policy. Accordingly, we reformulate the objective as an Optimistic Distributionally Robust Optimization (DRO) problem. Guided by this formulation, we propose Distributionally Robust Policy Optimization (DRPO). We prove that hard filtering is the exact solution to this DRO objective, enabling DRPO to optimally recover high-quality behaviors while strictly discarding divergence-inducing noise. Extensive experiments demonstrate that DRPO achieves state-of-the-art performance on mixed-quality recommendation benchmarks.