Towards Faithful Industrial RAG: A Reinforced Co-adaptation Framework for Advertising QA

Industrial advertising question answering (QA) is a high-stakes task in which hallucinated content, particularly fabricated URLs, can lead to financial loss, compliance violations, and legal risk. Although Retrieval-Augmented Generation (RAG) is widely adopted, deploying it in production remains challenging because industrial knowledge is inherently relational, frequently updated, and insufficiently aligned with generation objectives. We propose a reinforced co-adaptation framework that jointly optimizes retrieval and generation through two components: (1) Graph-aware Retrieval (GraphRAG), which models entity-relation structure over a high-citation knowledge subgraph for multi-hop, domain-specific evidence selection; and (2) evidence-constrained reinforcement learning via Group Relative Policy Optimization (GRPO) with multi-dimensional rewards covering faithfulness, style compliance, safety, and URL validity. Experiments on an internal advertising QA dataset show consistent gains across expert-judged dimensions including accuracy, completeness, and safety, while reducing the hallucination rate by 72\%. A two-week online A/B test demonstrates a 28.6\% increase in like rate, a 46.2\% decrease in dislike rate, and a 92.7\% reduction in URL hallucination. The system has been running in production for over half a year and has served millions of QA interactions.

Search-P1: Path-Centric Reward Shaping for Stable and Efficient Agentic RAG Training

Retrieval-Augmented Generation (RAG) enhances large language models (LLMs) by incorporating external knowledge, yet traditional single-round retrieval struggles with complex multi-step reasoning. Agentic RAG addresses this by enabling LLMs to dynamically decide when and what to retrieve, but current RL-based training methods suffer from sparse outcome rewards that discard intermediate signals and low sample efficiency where failed samples contribute nothing. We propose Search-P1, a framework that introduces path-centric reward shaping for agentic RAG training, comprising two key components: (1) Path-Centric Reward, which evaluates the structural quality of reasoning trajectories through order-agnostic step coverage and soft scoring that extracts learning signals even from failed samples, and (2) Dual-Track Path Scoring with offline-generated reference planners that assesses paths from both self-consistency and reference-alignment perspectives. Experiments on multiple QA benchmarks demonstrate that Search-P1 achieves significant improvements over Search-R1 and other strong baselines, with an average accuracy gain of 7.7 points.

AD-Bench: A Real-World, Trajectory-Aware Advertising Analytics Benchmark for LLM Agents

While Large Language Model (LLM) agents have achieved remarkable progress in complex reasoning tasks, evaluating their performance in real-world environments has become a critical problem. Current benchmarks, however, are largely restricted to idealized simulations, failing to address the practical demands of specialized domains like advertising and marketing analytics. In these fields, tasks are inherently more complex, often requiring multi-round interaction with professional marketing tools. To address this gap, we propose AD-Bench, a benchmark designed based on real-world business requirements of advertising and marketing platforms. AD-Bench is constructed from real user marketing analysis requests, with domain experts providing verifiable reference answers and corresponding reference tool-call trajectories. The benchmark categorizes requests into three difficulty levels (L1-L3) to evaluate agents' capabilities under multi-round, multi-tool collaboration. Experiments show that on AD-Bench, Gemini-3-Pro achieves Pass@1 = 68.0% and Pass@3 = 83.0%, but performance drops significantly on L3 to Pass@1 = 49.4% and Pass@3 = 62.1%, with a trajectory coverage of 70.1%, indicating that even state-of-the-art models still exhibit substantial capability gaps in complex advertising and marketing analysis scenarios. AD-Bench provides a realistic benchmark for evaluating and improving advertising marketing agents, the leaderboard and code can be found at https://github.com/Emanual20/adbench-leaderboard.

Reasoning to Rank: An End-to-End Solution for Exploiting Large Language Models for Recommendation

Recommender systems are tasked to infer users' evolving preferences and rank items aligned with their intents, which calls for in-depth reasoning beyond pattern-based scoring. Recent efforts start to leverage large language models (LLMs) for recommendation, but how to effectively optimize the model for improved recommendation utility is still under explored. In this work, we propose Reasoning to Rank, an end-to-end training framework that internalizes recommendation utility optimization into the learning of step-by-step reasoning in LLMs. To avoid position bias in LLM reasoning and enable direct optimization of the reasoning process, our framework performs reasoning at the user-item level and employs reinforcement learning for end-to-end training of the LLM. Experiments on three Amazon datasets and a large-scale industrial dataset showed consistent gains over strong conventional and LLM-based solutions. Extensive in-depth analyses validate the necessity of the key components in the proposed framework and shed lights on the future developments of this line of work.

Recurrent Preference Memory for Efficient Long-Sequence Generative Recommendation

Generative recommendation (GenRec) models typically model user behavior via full attention, but scaling to lifelong sequences is hindered by prohibitive computational costs and noise accumulation from stochastic interactions. To address these challenges, we introduce Rec2PM, a framework that compresses long user interaction histories into compact Preference Memory tokens. Unlike traditional recurrent methods that suffer from serial training, Rec2PM employs a novel self-referential teacher-forcing strategy: it leverages a global view of the history to generate reference memories, which serve as supervision targets for parallelized recurrent updates. This allows for fully parallel training while maintaining the capability for iterative updates during inference. Additionally, by representing memory as token embeddings rather than extensive KV caches, Rec2PM achieves extreme storage efficiency. Experiments on large-scale benchmarks show that Rec2PM significantly reduces inference latency and memory footprint while achieving superior accuracy compared to full-sequence models. Analysis reveals that the Preference Memory functions as a denoising Information Bottleneck, effectively filtering interaction noise to capture robust long-term interests.

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.

End-to-End Semantic ID Generation for Generative Advertisement Recommendation

Generative Recommendation (GR) has excelled by framing recommendation as next-token prediction. This paradigm relies on Semantic IDs (SIDs) to tokenize large-scale items into discrete sequences. Existing GR approaches predominantly generate SIDs via Residual Quantization (RQ), where items are encoded into embeddings and then quantized to discrete SIDs. However, this paradigm suffers from inherent limitations: 1) Objective misalignment and semantic degradation stemming from the two-stage compression; 2) Error accumulation inherent in the structure of RQ. To address these limitations, we propose UniSID, a Unified SID generation framework for generative advertisement recommendation. Specifically, we jointly optimize embeddings and SIDs in an end-to-end manner from raw advertising data, enabling semantic information to flow directly into the SID space and thus addressing the inherent limitations of the two-stage cascading compression paradigm. To capture fine-grained semantics, a multi-granularity contrastive learning strategy is introduced to align distinct items across SID levels. Finally, a summary-based ad reconstruction mechanism is proposed to encourage SIDs to capture high-level semantic information that is not explicitly present in advertising contexts. Experiments demonstrate that UniSID consistently outperforms state-of-the-art SID generation methods, yielding up to a 4.62% improvement in Hit Rate metrics across downstream advertising scenarios compared to the strongest baseline.

DiffuReason: Bridging Latent Reasoning and Generative Refinement for Sequential Recommendation

Latent reasoning has emerged as a promising paradigm for sequential recommendation, enabling models to capture complex user intent through multi-step deliberation. Yet existing approaches often rely on deterministic latent chains that accumulate noise and overlook the uncertainty inherent in user intent, and they are typically trained in staged pipelines that hinder joint optimization and exploration. To address these challenges, we propose DiffuReason, a unified "Think-then-Diffuse" framework for sequential recommendation. It integrates multi-step Thinking Tokens for latent reasoning, diffusion-based refinement for denoising intermediate representations, and end-to-end Group Relative Policy Optimization (GRPO) alignment to optimize for ranking performance. In the Think stage, the model generates Thinking Tokens that reason over user history to form an initial intent hypothesis. In the Diffuse stage, rather than treating this hypothesis as the final output, we refine it through a diffusion process that models user intent as a probabilistic distribution, providing iterative denoising against reasoning noise. Finally, GRPO-based reinforcement learning enables the reasoning and refinement modules to co-evolve throughout training, without the constraints of staged optimization. Extensive experiments on four benchmarks demonstrate that DiffuReason consistently improves diverse backbone architectures. Online A/B tests on a large-scale industrial platform further validate its practical effectiveness.

PRISM: Parallel Residual Iterative Sequence Model

Generative sequence modeling faces a fundamental tension between the expressivity of Transformers and the efficiency of linear sequence models. Existing efficient architectures are theoretically bounded by shallow, single-step linear updates, while powerful iterative methods like Test-Time Training (TTT) break hardware parallelism due to state-dependent gradients. We propose PRISM (Parallel Residual Iterative Sequence Model) to resolve this tension. PRISM introduces a solver-inspired inductive bias that captures key structural properties of multi-step refinement in a parallelizable form. We employ a Write-Forget Decoupling strategy that isolates non-linearity within the injection operator. To bypass the serial dependency of explicit solvers, PRISM utilizes a two-stage proxy architecture: a short-convolution anchors the initial residual using local history energy, while a learned predictor estimates the refinement updates directly from the input. This design distills structural patterns associated with iterative correction into a parallelizable feedforward operator. Theoretically, we prove that this formulation achieves Rank-$L$ accumulation, structurally expanding the update manifold beyond the single-step Rank-$1$ bottleneck. Empirically, it achieves comparable performance to explicit optimization methods while achieving 174x higher throughput.

Internalizing Multi-Agent Reasoning for Accurate and Efficient LLM-based Recommendation

Large Language Models (LLMs) are reshaping recommender systems by leveraging extensive world knowledge and semantic reasoning to interpret user intent. However, effectively integrating these capabilities with collaborative signals while avoiding prohibitive inference latency remains a critical bottleneck. To address this, we propose a trajectory-driven internalization framework to develop a Single-agent Trajectory-Aligned Recommender (STAR). Specifically, to internalize complex reasoning capabilities into a single efficient model, we first design a multi-agent teacher system capable of multi-turn tool usage and reflection. This teacher utilizes a Collaborative Signal Translation mechanism to explicitly convert latent behavioral patterns into descriptive natural language evidence to enhance reasoning accuracy. Subsequently, a trajectory-driven distillation pipeline transfers this agentic logic, including planning, tool usage, and self-reflection, into the compact STAR model. Extensive experiments demonstrate that STAR surpasses its teacher by 8.7% to 39.5% while eliminating iterative latency, paving the way for real-time, reasoning-enhanced recommendation.