Fei Pan
Publications
Interpretable Representation via LLM-Driven Generative Disentanglement for Local-Life Service Recommendation
While large language models (LLMs) have advanced ID-based recommendation through Semantic ID (SID) modeling, existing SID generation frameworks largely follow a single-representation-then-quantization paradigm. This design faces two bottlenecks: semantic entanglement mixes heterogeneous attributes, such as geography, brand, and category, causing information loss during quantization, low-quality SIDs, and severe collisions; moreover, black-box representation learning provides neither explicit attribute semantics nor clear geographic or semantic meanings for SID positions. These limitations weaken both retrieval reliability and the ability to diagnose or control SID generation. We propose Interpretable Representation via LLM-Driven Generative Disentanglement for Local-Life Service Recommendation (LGRID). LGRID introduces a generative disentanglement paradigm through an Encode -> Disentangle -> Align -> Quantize pipeline. It first uses joint LLM encoding to preserve cross-attribute geographic-semantic dependencies, rather than encoding fields independently. A Structured Disentangled Block then routes hidden states into attribute-aligned slots for geographic and semantic factors. Synergistic Alignment Learning makes these slots both generatively decodable and discriminative for retrieval, while Dual-Stream Residual Quantization separately discretizes the two streams into compact SIDs with explicit attribute correspondence. This design yields interpretable SIDs with positions grounded in item attributes and local-service semantics. Experiments on Kuaishou and Foursquare show that LGRID consistently outperforms strong SID baselines, achieving up to a 5.44 percent relative AUC gain. It also achieves over 99 percent attribute-decoding accuracy for coarse geographic fields and reduces the full-SID collision rate to 39.9 percent, compared with 97.0 percent for LGSID.
WhisperRec: Latent Reasoning for Efficient Foundation Recommendation Models
Large language models (LLMs) have demonstrated strong reasoning capabilities, motivating their adoption as backbones for foundation recommendation models (FRMs). Existing approaches typically enhance recommendation with explicit Chain-of-Thought (CoT) under the Think-then-Answer paradigm. However, generating lengthy rationales introduces substantial inference overhead, while fixed CoT templates struggle to model diverse, dynamic, and context-dependent user interests. We propose WhisperRec, an efficient latent reasoning framework for FRMs. WhisperRec compresses teacher-generated CoT into learnable latent reasoning tokens, enabling a Latent-Reason-then-Answer paradigm that performs reasoning in latent space without producing verbose rationales. This design retains decision-relevant reasoning information while avoiding the latency bottleneck of autoregressive rationale generation. Specifically, it first introduces Multi-View Adaptive CoT (MV-ACoT) to construct diverse, high-quality supervision from complementary perspectives on user interests. MV-ACoT also adapts reasoning complexity to each instance, applying lightweight analysis to clear cases and targeted multi-factor reasoning to challenging ones. Building on a pre-trained FRM, WhisperRec then employs a three-stage Latent Reasoning Alignment procedure to progressively internalize teacher CoT into latent representations. Finally, curriculum-based post-training activates latent-token reasoning for downstream recommendation while preserving standard recommendation capability. Experiments on an industrial-scale Kuaishou dataset and the public Kuaishou LLM-Rec benchmark show that WhisperRec consistently outperforms explicit-CoT methods and conventional baselines. Compared with explicit CoT Think and No-Think variants, WhisperRec improves SID@64 by 17.44% and 9.33%, respectively, and achieves over 10x higher online inference throughput.
OneReason Technical Report
Generative recommendation models in the OneRec family have been widely deployed in many real-world services, such as short-video, live-streaming, advertising, and e-commerce. However, these generative models can only benefit from the scaling advantage, while their reasoning ability is hard to activate, since we cannot construct meaningful Chain-of-Thought (CoT) sequences consisting of itemic tokens only. Inspired by the success of the reasoning-style ``think before answer'' paradigm in the LLM field, we conduct preliminary studies (i.e., OneRec-Think, OpenOneRec) to explore reasoning capability in generative recommendation. Nevertheless, we notice an unexpected phenomenon: the thinking mode does not show advantages over the non-thinking mode. Drawing insights from recent findings on CoT robustness in multi-modal language models, we argue that effective reasoning in recommendation rests on two factors: perception, the ability to ground itemic tokens in their underlying language semantics, and cognition, the ability to reorganize a user's behavior sequence into coherent latent interest points. We therefore propose OneReason, which includes: (1) strong itemic token perception in pre-training, (2) a three-level cognition-enhanced CoT format for recommendation tasks in SFT, and (3) a specialize-then-unify training recipe in RL to enhance the thinking ability.
LBM: Hierarchical Large Auto-Bidding Model via Reasoning and Acting
The growing scale of ad auctions on online advertising platforms has intensified competition, making manual bidding impractical and necessitating auto-bidding to help advertisers achieve their economic goals. Current auto-bidding methods have evolved to use offline reinforcement learning or generative methods to optimize bidding strategies, but they can sometimes behave counterintuitively due to the black-box training manner and limited mode coverage of datasets, leading to challenges in understanding task status and generalization in dynamic ad environments. Large language models (LLMs) offer a promising solution by leveraging prior human knowledge and reasoning abilities to improve auto-bidding performance. However, directly applying LLMs to auto-bidding faces difficulties due to the need for precise actions in competitive auctions and the lack of specialized auto-bidding knowledge, which can lead to hallucinations and suboptimal decisions. To address these challenges, we propose a hierarchical Large autoBidding Model (LBM) to leverage the reasoning capabilities of LLMs for developing a superior auto-bidding strategy. This includes a high-level LBM-Think model for reasoning and a low-level LBM-Act model for action generation. Specifically, we propose a dual embedding mechanism to efficiently fuse two modalities, including language and numerical inputs, for language-guided training of the LBM-Act; then, we propose an offline reinforcement fine-tuning technique termed GQPO for mitigating the LLM-Think's hallucinations and enhancing decision-making performance without simulation or real-world rollout like previous multi-turn LLM-based methods. Experiments demonstrate the superiority of a generative backbone based on our LBM, especially in an efficient training manner and generalization ability.