Yupeng Hou
Famous AuthorPublications
Incumbent Advantage: Brand Bias and Cognitive Manipulation Dynamics in LLM Recommendation Systems
Large language models (LLMs) are becoming a major way for consumers to find products, but we do not yet understand how brands compete in this new channel. We study brand dynamics in LLM recommendations using skincare products -- a category where consumers cannot easily judge quality before buying and must rely on brand reputation -- across three commercial LLMs (GPT-4o-mini, Claude Sonnet, Gemini 3 Flash), with a robustness check on search goods. In three experiments, we find: (1) a Conditional Monopoly where well-known brands get recommended 100% of the time (IAI = 10.0) when all products have the same specifications, but this dominance disappears with less than a +0.1-star rating advantage for a competitor; (2) authority-style marketing language, including fabricated clinical-evidence claims, breaks this monopoly at a Bias Surplus Value equal to +0.17 rating points, with each model responding differently; and (3) a social dilemma in multi-brand GEO competition: when all brands adopt the same optimization strategy, individual payoff falls from +0.802 to +0.007 in our payoff proxy, and non-participating brands receive zero recommendations in our tests. Our results suggest that generative engine optimization (GEO) should be studied not only as a security risk, but also as an emerging marketing practice that shapes market competition.
Give Users the Wheel: Towards Promptable Recommendation Paradigm
Conventional sequential recommendation models have achieved remarkable success in mining implicit behavioral patterns. However, these architectures remain structurally blind to explicit user intent: they struggle to adapt when a user's immediate goal (e.g., expressed via a natural language prompt) deviates from their historical habits. While Large Language Models (LLMs) offer the semantic reasoning to interpret such intent, existing integration paradigms force a dilemma: LLM-as-a-recommender paradigm sacrifices the efficiency and collaborative precision of ID-based retrieval, while Reranking methods are inherently bottlenecked by the recall capabilities of the underlying model. In this paper, we propose Decoupled Promptable Sequential Recommendation (DPR), a model-agnostic framework that empowers conventional sequential backbones to natively support Promptable Recommendation, the ability to dynamically steer the retrieval process using natural language without abandoning collaborative signals. DPR modulates the latent user representation directly within the retrieval space. To achieve this, we introduce a Fusion module to align the collaborative and semantic signals, a Mixture-of-Experts (MoE) architecture that disentangles the conflicting gradients from positive and negative steering, and a three-stage training strategy that progressively aligns the semantic space of prompts with the collaborative space. Extensive experiments on real-world datasets demonstrate that DPR significantly outperforms state-of-the-art baselines in prompt-guided tasks while maintaining competitive performance in standard sequential recommendation scenarios.
A Survey of Large Language Models
Language is essentially a complex, intricate system of human expressions governed by grammatical rules. It poses a significant challenge to develop capable AI algorithms for comprehending and grasping a language. As a major approach, language modeling has been widely studied for language understanding and generation in the past two decades, evolving from statistical language models to neural language models. Recently, pre-trained language models (PLMs) have been proposed by pre-training Transformer models over large-scale corpora, showing strong capabilities in solving various NLP tasks. Since researchers have found that model scaling can lead to performance improvement, they further study the scaling effect by increasing the model size to an even larger size. Interestingly, when the parameter scale exceeds a certain level, these enlarged language models not only achieve a significant performance improvement but also show some special abilities that are not present in small-scale language models. To discriminate the difference in parameter scale, the research community has coined the term large language models (LLM) for the PLMs of significant size. Recently, the research on LLMs has been largely advanced by both academia and industry, and a remarkable progress is the launch of ChatGPT, which has attracted widespread attention from society. The technical evolution of LLMs has been making an important impact on the entire AI community, which would revolutionize the way how we develop and use AI algorithms. In this survey, we review the recent advances of LLMs by introducing the background, key findings, and mainstream techniques. In particular, we focus on four major aspects of LLMs, namely pre-training, adaptation tuning, utilization, and capacity evaluation. Besides, we also summarize the available resources for developing LLMs and discuss the remaining issues for future directions.