Xiaoyi Zeng
Publications
GeoReward: Mitigating Contextual Variable Overestimation in Vision-Language Models for Cross-Market Preference Prediction
Vision-language models excel in many multimodal tasks but remain prone to a subtle yet impactful failure mode: they tend to overestimate dominant visual-textual cues while underestimating sparse but decision-critical contextual variables. This issue, which we term Contextual Variable Overestimation (CVE), becomes particularly evident in real-world applications such as predicting advertisement image preferences across diverse geographic markets. For instance, when a VLM is asked to choose between two product images tailored for different countries, it often defaults to a consistent output, ignoring ground-truth regional variations. This collapse occurs because pervasive high-volume signals, such as product attributes and dense image patches, overwhelm the few but critical tokens that encode market-specific context. To address CVE, we first collect a new multimodal dataset of real advertising creatives and their click-through performance across multiple countries. We then introduce GeoReward, a reward model designed to predict ad image preferences across diverse geographic markets. GeoReward integrates three purpose-built mechanisms: (1) Market-Aware Retrieval Augmentation, (2) Context-Guided Visual Modulation, (3) Selective Sensitivity Loss. Furthermore, we demonstrate how GeoReward can guide the fine-tuning of RL for a VLM to generate background designs for text-to-image models, producing market-aware advertising creatives. Experiments validate that our framework mitigates CVE and outperforms existing baselines. This work not only diagnoses a systematic bias in VLMs toward dominant perceptual features but also delivers a targeted solution for applications where sparse contextual variables govern decision-making.
Beyond Single-Episode Optimization: Sliding-Window Aware Generative Auto-Bidding for Long-Term Advertising Effectiveness
Auto-bidding systems optimize bids to maximize value under efficiency constraints such as Cost-Per-Action (CPA). Existing methods treat each day as an independent episode. However, many advertisers produce value so sparsely that per-day efficiency ratios become statistically unreliable, undermining advertiser retention. Platforms therefore evaluate window-level efficiency over sliding windows of $W{=}7$ days, ensuring fair evaluation and long-term advertising effectiveness. This creates cross-episode coupling: each day's bidding decisions affect up to $W$ overlapping windows, so setting daily targets requires anticipating future market conditions. We propose SWAG-Bid (Sliding-Window Aware Generative Auto-Bidding), a hierarchical framework decomposing this challenge into episode-level planning and step-level execution. The planner uses a Masked Trajectory Model to forecast markets and generate candidate plans, scored across all overlapping windows by Multi-Window Model Predictive Control Sampling (MWMS) with exponential confidence decay. The controller adjusts reliance on this guidance through a state-adaptive gate, Per-Step Gated Adaptive Layer Normalization (PSG-AdaLN), complemented by Return-to-Go and Cost-to-Go channels carrying budget and constraint information. Experiments on AuctionNet-Sparse and online A/B tests on AliExpress show that SWAG-Bid achieves competitive constraint satisfaction and value acquisition under sliding-window evaluation.
ProductResearch: Training E-Commerce Deep Research Agents via Multi-Agent Synthetic Trajectory Distillation
Large Language Model (LLM)-based agents show promise for e-commerce conversational shopping, yet existing implementations lack the interaction depth and contextual breadth required for complex product research. Meanwhile, the Deep Research paradigm, despite advancing information synthesis in web search, suffers from domain gaps when transferred to e-commerce. We propose ProductResearch, a multi-agent framework that synthesizes high-fidelity, long-horizon tool-use trajectories for training robust e-commerce shopping agents. The framework employs a User Agent to infer nuanced shopping intents from behavioral histories, and a Supervisor Agent that orchestrates iterative collaboration with a Research Agent to generate synthetic trajectories culminating in comprehensive, insightful product research reports. These trajectories are rigorously filtered and distilled through a reflective internalization process that consolidates multi-agent supervisory interactions into coherent single-role training examples, enabling effective fine-tuning of LLM agents for complex shopping inquiries. Extensive experiments show that a compact MoE model fine-tuned on our synthetic data achieves substantial improvements over its base model in response comprehensiveness, research depth, and user-perceived utility, approaching the performance of frontier proprietary deep research systems and establishing multi-agent synthetic trajectory training as an effective and scalable paradigm for enhancing LLM-based shopping assistance.
Thinking Broad, Acting Fast: Latent Reasoning Distillation from Multi-Perspective Chain-of-Thought for E-Commerce Relevance
Effective relevance modeling is crucial for e-commerce search, as it aligns search results with user intent and enhances customer experience. Recent work has leveraged large language models (LLMs) to address the limitations of traditional relevance models, especially for long-tail and ambiguous queries. By incorporating Chain-of-Thought (CoT) reasoning, these approaches improve both accuracy and interpretability through multi-step reasoning. However, two key limitations remain: (1) most existing approaches rely on single-perspective CoT reasoning, which fails to capture the multifaceted nature of e-commerce relevance (e.g., user intent vs. attribute-level matching vs. business-specific rules); and (2) although CoT-enhanced LLM's offer rich reasoning capabilities, their high inference latency necessitates knowledge distillation for real-time deployment, yet current distillation methods discard the CoT rationale structure at inference, using it as a transient auxiliary signal and forfeiting its reasoning utility. To address these challenges, we propose a novel framework that better exploits CoT semantics throughout the optimization pipeline. Specifically, the teacher model leverages Multi-Perspective CoT (MPCoT) to generate diverse rationales and combines Supervised Fine-Tuning (SFT) with Direct Preference Optimization (DPO) to construct a more robust reasoner. For distillation, we introduce Latent Reasoning Knowledge Distillation (LRKD), which endows a student model with a lightweight inference-time latent reasoning extractor, allowing efficient and low-latency internalization of the LLM's sophisticated reasoning capabilities. Evaluated in offline experiments and online A/B tests on an e-commerce search advertising platform serving tens of millions of users daily, our method delivers significant offline gains, showing clear benefits in both commercial performance and user experience.