Classification Framework · April 2026

Recommendation Systems Taxonomy

This taxonomy governs how every system in the table is classified. Classification is determined by decision-layer ownership — which component directly performs retrieval and/or ranking that determines what items are shown. FM use that only creates embeddings, features, or signals upstream of the decision layer does not qualify a system for an FM category.

Unit of Analysis

One row = one recommendation system. A system may have multiple components (retrieval, ranking, re-ranking) described within the same row. Classification is applied at the system level, not the component level. One company or product may have multiple recommendation systems, each recorded as a separate row.

Foundation Model — Working Definition

FM criteria (all three must be satisfied)

1. Foundational role — trained at large scale and serving as a core model across multiple tasks, surfaces, or objectives; not merely a component within a larger pipeline of specialised models.
2. Decision-layer participation — directly performs retrieval and/or ranking decisions; its role is more than signal generation, feature enrichment, or embedding provision upstream of a separate decision-making model.
3. Built for purpose, not lightly adapted — designed and trained for recommendation (whether from scratch or via deep domain retraining from a general-purpose base); not a general-purpose LLM that was lightly fine-tuned or prompted.
FM basis note — within FM-classified rows, the table notes whether capability derives from semantic understanding (initialised from broad language/content pretraining; enables cross-domain transferability and generalisation to unseen items via text) or behavioural scale (trained on interaction/ID-based sequences; achieves strong domain-specific performance without cross-domain transferability or text-based generalisation). This distinction does not change the classification label — it is informational.

Note on SID-based models (e.g. GRID): using an LLM to construct the discrete ID vocabulary offline does not make the recommendation model itself semantic. The recommendation model trains on interaction sequences over those IDs — the LLM is a preprocessing tool, not part of the model that serves recommendations. Such systems are classified as behavioural.
Classification Categories
RS-Dominant

Retrieval and ranking decisions are owned entirely by purpose-built recommendation models (collaborative filtering, two-tower networks, GBDTs, multi-task neural nets, bandits, sequential models trained on interaction signals, etc.).

Any FM present is used only for signal generation, embedding provision, or post-hoc explanation — all upstream or downstream of the decision layer. No FM participates in making retrieval or ranking decisions.

FM-Dominant

A Foundation Model (as defined above) directly owns retrieval and/or ranking as the primary decision-maker. The FM is not a component feeding an RS — it is the system's core decision layer.

RS+FM Hybrid

A Foundation Model directly participates in retrieval or ranking decisions alongside RS components. The FM does not need to be the sole authority but must co-own part of the decision layer — not merely enrich it with signals.

FM-Wrapped RS

A general-purpose or domain FM provides a conversational or natural-language interface (chat, Q&A, itinerary generation, explanations). Retrieval and ranking decisions are made entirely by a traditional RS underneath. The FM translates user intent and surfaces pre-ranked results but does not independently rank items.

GP-FM Special Case

A general-purpose LLM (GPT, Claude, Gemini, Llama, Grok, or similar broadly-pretrained model) that has been lightly fine-tuned or prompted for a recommendation task and is confirmed to directly participate in the retrieval or ranking decision layer in production (including A/B tests).

Distinct from RS+FM Hybrid because the model was not designed or substantially retrained for recommendations — its general-purpose character is substantively preserved. Flags cases where a GP model is placed in the decision layer, which is architecturally notable.

Note — if a general-purpose model undergoes deep domain-specific retraining (continuous pretraining at scale on domain data, not just fine-tuning), it crosses into RS+FM Hybrid or FM-Dominant territory instead.
Deployment Status
Production

The system is fully deployed and serving the primary traffic on its target surface. No experimental gating — it is the live, default experience for all (or essentially all) users on that surface.

Partial Production

Live in production but intentionally scoped — for example: serving a subset of traffic (e.g. 10%), limited to specific surfaces, geographies, or user segments, or deployed alongside a legacy system with gradual rollout in progress. The system is real and serving users, but not yet the default for everyone on that surface.

A/B Testing

Actively being tested against a production baseline in a controlled online experiment. The system is receiving real user traffic and producing real recommendations, but only for the experiment arm — it has not been promoted to the default serving path. Results from A/B tests are the primary evidence of real-world impact cited in papers and blogs.

Distinction from Partial Production — A/B Testing means the system is in an experiment with a control group and has not yet been adopted. Partial Production means the rollout decision has been made and is underway, even if coverage is not yet 100%.
Research

Published results (paper or blog) based on offline experiments, simulations, or academic evaluations only. No confirmed online deployment or A/B test against real user traffic at the publishing company. Included when the system is sufficiently novel or influential to warrant tracking, with the expectation of future deployment.

Key Disambiguation Rules

When in doubt, apply these rules

Large sequential model trained purely on interaction/ID signals — RS-Dominant regardless of size, transformer architecture, or generative framing, unless it satisfies all three FM criteria. Architectural sophistication alone does not qualify.
Pipeline component (e.g. a user sequence encoder within a system of 1000+ models) — RS-Dominant. Fails criterion 1 (foundational role), regardless of architecture.
Deeply retrained GP model (continuous pretraining at scale on domain data, not just fine-tuning) — FM-Dominant or RS+FM Hybrid, not GP-FM Special Case.
Lightly fine-tuned GP-LLM in the decision layer — GP-FM Special Case, not RS+FM Hybrid.
FM used only for embeddings/features upstream — RS-Dominant. Criterion 2 (decision-layer participation) not met regardless of FM quality.
Back to table
RESEARCH OUTPUT·APRIL 2026

Recommendation Systems ClassificationAcross Major Companies & Verticals

75 system entries across streaming, social media, e-commerce, travel, food delivery, event discovery, dating, gaming, news and advertising. Classification is based on decision-layer ownership — who directly selects or ranks items. Signal generation, embeddings, and feature enrichment do not qualify.

75
System entries
51
RS-Dominant
11
(5, 6)
FM-Dominant
6
(2, 4)
RS+FM Hybrid
5
FM-Wrapped RS
2
GP-FM Special Case
Filter:
75 entries shown
CompanyProductSystem NameCategoryStatusDescriptionNotesSourcesConfidence
▸ Streaming platforms
Netflix
Homepage rows and content surfaces (movies, TV, games, live)
NFM → surface-specific downstream RS models
NFM: shared upstream FM. FM-Intent: intent signal layer feeding the same pipeline. Downstream RS models own final ranking on most surfaces.
RS+FM Hybrid
behavioural
Production
NFM (Netflix Foundation Model) is a purpose-built autoregressive transformer trained on the full history of user interactions — multi-faceted tokens encoding what/when/where actions across all content types. Monthly pretraining from scratch, daily fine-tuning to incorporate new titles. NFM feeds into downstream surface-specific models via three integration modes: (1) Embeddings — batch user/item embeddings consumed as features by downstream RS models including "Ranker" (Netflix's named production service powering homepage rows); (2) Subgraph — NFM decoder stack embedded inside a downstream model graph; (3) Fine-tuning — NFM fine-tuned directly on surface-specific data (e.g. "Trending Now") and used directly. Downstream RS models include the named "Ranker" service plus specialised models for "Continue Watching", "Today's Top Picks for You", and other homepage rows. FM-Intent (separate confirmed-production model) predicts session intent + next-item jointly; its outputs feed into the same downstream pipeline as additional ranking signals.
▼ Show more
Classification RS+FM Hybrid: in fine-tuning mode NFM directly owns the decision layer (FM-Dominant for those surfaces); in embedding/subgraph mode downstream RS models retain ranking ownership with NFM as a powerful upstream contributor. At system level across all surfaces the FM and RS components co-own different parts of the decision layer — RS+FM Hybrid is the accurate system-level label. The downstream RS layer is explicitly confirmed: (1) The Mar 2025 NFM blog names "Continue Watching" and "Today's Top Picks for You" as distinct specialized ML models; (2) The Nov 2025 integration blog states "The Netflix homepage is powered by several specialized models"; (3) The Mar 2026 Ranker blog explicitly names "Ranker" as "one of the largest and most complex services at Netflix" that "powers the personalized rows you see on the Netflix homepage" — confirming a distinct, named production RS ranking service running alongside NFM. FM-Intent does not get its own row — it is a signal-generation model feeding this system, analogous to DV365 at Meta. FM basis: primarily behavioural — interaction tokens (when/where/what) are the core training signal. Content metadata (synopsis, box art) is fused into input token representations as feature enrichment, but this does not constitute language pretraining — a separate encoder processes the text and its output is consumed as a feature. NFM itself has no language pretraining and cannot generalise to unseen items via text at inference time.
▼ Show more
netflixtechblog.com — NFM: Foundation model (Mar 2025) netflixtechblog.medium.com — NFM integration modes (Nov 2025) netflixtechblog.com — FM-Intent (Jul 2025) netflixtechblog.com — Ranker service: powers homepage rows (Mar 2026)High
Google / YouTube
Home, Watch Next, Shorts, Search — all surfaces
Two-Stage DNN → LEM
Large Embedding Model — current production system
RS-Dominant
Production
Two-stage pipeline: (1) Candidate generation — deep neural network retrieval (evolved into two-tower / NDR) narrows billions of videos to hundreds per user. (2) Ranking — separate DNN scores candidates on predicted watch-time and satisfaction. Current production form is the LEM (Large Embedding Model): transformer-based with massive embedding tables. Home and Watch Next share this architecture; Shorts uses a separate but analogous RS-Dominant system. LLMs are used strictly for feature/metadata enrichment, not retrieval or ranking decisions.
▼ Show more
Architecture substantially evolved from the original two-stage DNN (Covington et al. 2016) — current production form confirmed as "a heavily-optimized production Transformer-based LEM" per the PLUM paper (Oct 2025). The 2016 paper is cited for historical lineage only and has been dropped as a source per 5-year recency policy. Shorts and long-form decoupled late 2025. FM used for feature/metadata enrichment only — not retrieval or ranking decisions.
▼ Show more
arXiv:2510.07784 — PLUM paper (LEM described as production baseline, Oct 2025)High
Google / YouTube
Home & Shorts retrieval (candidate pool addition)
PLUM
Candidate system — A/B tested alongside LEM, NOT replacing it
RS+FM Hybrid
semantic
A/B Testing
Gemini-1.5 MoE (900M activated params) adapted for generative retrieval via three stages: (1) Semantic ID tokenisation of videos via RQ-VAE, (2) Continued pre-training on YouTube-specific behavior + metadata corpus to bridge the domain gap, (3) Task-specific fine-tuning for autoregressive Semantic ID generation. In the live A/B test, PLUM's candidates were added to the pool alongside the existing LEM retrieval system — it did not replace LEM.
▼ Show more
+0.76% panel CTR (long-form), +4.96% panel CTR (Shorts). 2.6x–13.24x larger unique video coverage vs LEM. 95%+ cost reductions required for full production viability. Oct 2025 paper. FM basis: ✓ semantic — Gemini-1.5 pretrained on internet-scale text and multimodal content; semantic understanding of video topics and user intent is the core value of the adaptation. PLUM is NOT a GP-FM Special Case — Gemini is deeply adapted (domain pretraining + rec-objective fine-tuning + outputs item tokens not text).
▼ Show more
arXiv:2510.07784 — PLUM paper (Oct 2025) shaped.ai — CTR lift analysis zenml.io — YouTube LRM entryHigh
Spotify
Home page — content-type slot allocation (music / podcast / audiobook)
Calibrated Recommendations — Contextual Bandits
Operates above surface-specific rankers; decides how many slots each content type receives
RS-Dominant
Production
Contextual bandit that learns the optimal per-user, per-session balance of music, podcast, and audiobook impression slots on the Spotify Home page. This sits one level above the content-specific rankers: it decides how many of each content type appear, then each type's ranking is handled by the appropriate downstream system (CF stack for music, 2T-HGNN for podcasts/audiobooks, GLIDE for discovery candidates).
▼ Show more
Confirmed deployed in production. RecSys 2025 Industry track. "Achieving uplifts in consumption and activation." This is the cross-content decision layer on Home — it does not rank individual items.
research.atspotify.com — RecSys 2025High
Spotify
Music — all surfaces (Home, Discover Weekly, Daily Mixes, Radio, Search)
Hybrid CF + Audio CNN + NLP stack
Core production music rec system; feeds into the Contextual Bandits layer above
RS-Dominant
Production
Three-pillar architecture: (1) Collaborative filtering — playlist co-occurrence model on ~700M user-generated playlists (items ranked similar if co-playlisted, not just co-streamed). (2) Audio CNNs — convolutional nets analyse raw spectrograms for acoustic features (energy, tempo, valence, mood); rooted in Echo Nest (2014). (3) NLP — web-scraped text and metadata feeds cultural/contextual models. Outputs are track and user embeddings consumed by all music-facing surfaces. Generalized User Representations (GUR, RecSys 2025, deployed) now compresses these signals into a shared user embedding fed into surface-specific rankers.
▼ Show more
Long-running core system; no single defining paper. Architecture confirmed as the production baseline across multiple Spotify Research publications. The three-pillar description (CF + Audio CNN + NLP) is well-established industry knowledge corroborated by the GUR paper. music-tomorrow.com dropped (secondary blog, not primary source). No FM in music ranking or retrieval decisions — the LLaMA explanation layer (row 5) operates downstream of this and does not alter rankings.
▼ Show more
research.atspotify.com — GUR (RecSys 2025)Medium
Spotify
Podcasts + Audiobooks — personalised ranking (all users, all intent types)
2T-HGNN
Two-Tower + Heterogeneous GNN — production since May 2024. GLIDE (row 4) adds an additional candidate source for one segment only; this remains the primary ranking system.
RS-Dominant
Production
HGNN learns joint podcast/audiobook item embeddings via a co-listening graph (GraphSAGE, 2-hop): if Audiobook A is co-listened with Podcast P, and Podcast P with Audiobook B, then A and B are inferred related. Sentence-BERT encodes textual metadata as node features. A Two-Tower model then personalises: user tower ingests music preference embeddings + HGNN embeddings of interactions from last 90 days; item tower takes HGNN + metadata. HGNN trains weekly (catalog is stable); 2T updates daily. At inference: ANN search against vector index. Primary ranking system for all podcast/audiobook recommendations. GLIDE (deployed Mar 2026) generates additional candidates for the non-habitual discovery sub-segment on Home only — it does not displace 2T-HGNN for habitual listening or any other surface.
▼ Show more
Web Conference 2024. Productionised May 2024. +46% new audiobook start rate, +23% streaming rate (millions of users). Solved audiobook cold-start by leveraging podcast co-listening (70%+ of audiobook users had prior podcast interactions). Unified variant (content-type-agnostic item tower) passed online A/B: +16.6% HR@10. Most recent paper from the same lead authors is GLIDE (Mar 2026), which explicitly relies on 2T-HGNN user embeddings as its soft prompts — evidence the two systems are complementary, not competing.
▼ Show more
arXiv:2403.05185 — 2T-HGNN (Mar 2024) research.atspotify.com — 2T-HGNN blogHigh
Spotify
Podcast discovery — non-habitual candidate generation (Home surface, English-speaking markets)
GLIDE
Adds a new FM-generated candidate pool for non-habitual discovery; integrated into existing pipeline alongside 2T-HGNN, not replacing it
FM-Dominant
semantic
Production
Open-weight LLM extended with Semantic ID tokens for podcast episodes. Formulates discovery recommendation as instruction-following: given recent listening history SIDs + explicit discovery objective → autoregressively generates SIDs of non-habitual podcast episodes. Long-term user preferences from 2T-HGNN/GUR collaborative-filtering embeddings are injected as soft prompts, keeping prompt length short. Two training phases: (1) SID grounding — LLM learns SID↔text alignment; (2) instruction fine-tuning — model learns to target non-habitual vs familiar content via separate control tokens. Integrated into existing recommendation pipeline as an online inference service; results are pre-computed and cached event-triggered (session start, user-state update).
▼ Show more
Published Mar 2026 (arXiv:2603.17540). 21-day randomized online experiment, English-speaking markets, millions of users. +5.4% non-habitual podcast streaming, +14.3% new-show discovery vs control. GLIDE explicitly uses 2T-HGNN/GUR embeddings as input context. GLIDE covers only the discovery/non-habitual segment; 2T-HGNN covers habitual listening and all other surfaces/markets. FM basis: ✓ semantic — starts from a broad open-weight LLM; SID grounding explicitly bridges text-based podcast descriptions to catalog identifiers, enabling semantic understanding of podcast topics and user discovery intent.
▼ Show more
arXiv:2603.17540 — GLIDE (Mar 2026) arxiv.org — GLIDE full paperHigh
Spotify
All content types — recommendation explanation text + AI DJ commentary
LLaMA (fine-tuned, 1B–8B)
UX narrative layer only — does NOT make ranking or retrieval decisions
RS-Dominant
Production
Meta LLaMA fine-tuned via human-in-the-loop: expert editors produce "golden example" explanations → instruction tuning + adversarial testing for safety and brand consistency. At serving time, items are already ranked by the upstream RS stack (rows 2–4); LLaMA receives the ranked item and generates a concise personalised narrative explaining why it was recommended. Also powers AI DJ real-time commentary. Served at scale via vLLM. No item selection or reordering occurs here.
▼ Show more
4x higher user engagement for recommendations with LLaMA-generated context vs no explanation. 14% improvement on Spotify-specific tasks vs baseline LLaMA. Covers music, podcast, and audiobook explanations. Confirmed production deployment. Classification is RS-Dominant because LLM sits downstream of all ranking decisions and cannot alter them.
ai.meta.com — Spotify + LLaMA research.atspotify.com — Personalized narrativesHigh
Spotify
All content types — unified generative rec (research direction)
Semantic ID LLM (cross-modal)
Research precursor to GLIDE extended across music, podcasts, and audiobooks. Not yet in A/B testing.
FM-Dominant
semantic
Research
Domain-adapts an open-weight LLM to Spotify's full multi-modal catalog. Semantic IDs built for tens of millions of entities — artists, tracks, podcast episodes, audiobooks — using textual + collaborative signals via residual LFQ quantization. Type-specific quantizers share a common backbone for cross-modal reasoning. Three-stage pipeline: SID construction → vocabulary expansion (LLM learns SID↔text alignment) → domain fine-tuning for personalisation and reasoning tasks. Positioned as the unified generalization of what GLIDE did for podcasts, extended to all content types.
▼ Show more
Nov 2025 Spotify Research blog. Exploratory framing throughout: "we explore," "our exploration of LLMs." No A/B test metrics, no deployment timeline stated. Not yet at the stage GLIDE was at when its Mar 2026 paper was published. Correctly labelled Research. FM basis: ✓ semantic — domain-adapts an open-weight LLM whose broad language pretraining enables cross-modal semantic understanding of music, podcast, and audiobook content.
▼ Show more
research.atspotify.com — Semantic ID LLM (Nov 2025)High
Amazon / Prime Video
Artwork/image ranking + Homepage carousel ordering
Summer (MAB image ranker) + Page Composition system
Two confirmed production systems; end-to-end title retrieval/ranking architecture not publicly disclosed
RS-Dominant
Production
Two distinct confirmed production systems: (1) Summer — a production MAB-based image-ranking system that selects which artwork/thumbnail to show each user for each title. Cost-reduction approach (caching + user bucketing) cuts hourly inference calls by up to 77.8% while maintaining engagement and improving video streams and purchases. Validated via 21-day global online experiment. (2) Page Composition system — a transformer-based model that predicts customer long-term propensity and selects/orders homepage carousels. Uses A/B testing in the US market; reported +4.6% uplift in customer engagement. A bandit-based video recommendation baseline is also explicitly referenced as "used in production" in a 2023 paper. The end-to-end title retrieval and ranking pipeline is not publicly described in detail.
▼ Show more
Previous table entry named this "Bedrock-powered recs" — that name is not supported by any Amazon publication and has been corrected. What IS confirmed: MAB rankers and page composition models in production (Amazon Science publications, RecSys 2025). What is NOT confirmed: the specific retrieval/ranking model families for the main title recommendation rails (deep neural net autoencoder work from 2014 Amazon Science post is official but lacks explicit "launched to production" language). "AI Topics" (Dec 2024) is a UI content-grouping feature; decision-layer role is unconfirmed. No FM confirmed in the decision layer.
▼ Show more
recsys.acm.org — Summer system (RecSys 2025) amazon.science — Page composition aws.amazon.com — Prime Video GenAIMedium
Apple / Apple Music
Listen Now, New Music Mix, Favorites Mix, Discovery Station, Radio
Hybrid editorial + behavioural ML (unnamed)
⚠ Architecture inferred from outputs and one Apple ML paper — not directly disclosed
RS-Dominant
Production
Apple describes its approach as "algo-torial" — human editorial curation as the primary layer (hundreds of genre-specialist editors in cities worldwide handpick tracks for editorial playlists), with algorithmic personalisation built around those editorial choices. The one confirmed Apple ML publication on music rec (ISMIR 2022, machinelearning.apple.com) describes Word2Vec-based behavioural song embeddings trained on listening/playlist co-occurrence for next-song recommendation — confirming embedding-based CF is used internally. Beyond that, the full retrieval/ranking pipeline is not disclosed. Third-party descriptions (CF + content-based + NLP) are reasonable industry inference from the product's behaviour, not primary Apple documentation.
▼ Show more
Primary sources: one Apple ML paper (ISMIR 2022, machinelearning.apple.com) confirms Word2Vec behavioural embeddings for music rec. Apple TV+ content rec: zero public disclosure. Editorial-first philosophy confirmed by Apple public statements and product design. "1,000+ editors" figure circulates widely in creator-facing media but is not sourced to a primary Apple statement. No FM confirmed in any Apple Music recommendation decision layer. Privacy constraints (on-device processing emphasis) likely limit cross-context signals available to server-side rankers. All prior table sources (artistpush.me, attractgroup.com) are creator marketing blogs with no primary citations — removed.
▼ Show more
machinelearning.apple.com — Word2Vec song embeddings (ISMIR 2022) developer.apple.com — Apple Music API: RecommendationsLow
Apple / Apple TV+
Homepage, For You, show/movie recommendations
Unknown — no public disclosure
RS-Dominant
Production
Apple has published zero engineering papers, blog posts, or conference talks describing Apple TV+'s content recommendation system. The system clearly exists and operates in production, but its architecture — retrieval model, ranking model, use or non-use of FMs — is entirely undisclosed. Classification as RS-Dominant is the baseline prior for a production streaming platform with no FM evidence, not a claim based on confirmed internal architecture.
▼ Show more
Searched machinelearning.apple.com publications list: no paper on video/TV recommendation found. Apple ML Research publishes on CV, NLP, privacy, and audio — not on product recommendation systems. No credible third-party reverse-engineering of Apple TV+ rec architecture found. This entry should be read as "no public information available" — not as a confirmed RS-Dominant classification. The category is held as the defensible default.
▼ Show more
machinelearning.apple.com — Apple ML publications (no TV+ rec found)Low
Disney / Disney+
Candidate recall — all viewing surfaces (Hulu + Disney+)
M5
Multi-Modal Multi-Interest Multi-Scenario Matching — KDD 2023
RS-Dominant
A/B Testing
Recall-stage model for OTT recommendation handling three simultaneous challenges: (1) Multi-Modal — fuses ID-based behaviour and content-graph (CG) signals to model coarse-grained and fine-grained interests via masked-language-modeling augmented self-attention; (2) Multi-Interest — separate extraction layers for ID and CG behaviours with subsidiary-intensity interest calibration; (3) Multi-Scenario — uses Split Mixture-of-Experts to handle diverse viewing scenarios (e.g., Browse, Continue Watching, Search), distinguishing scenario differences at both feature and model levels. Final scoring merges ID- and CG-oriented user-item preferences via dynamic weighting.
▼ Show more
KDD 2023 paper (Zhao et al., 2023), not a 2022 blog post as claimed by another agent. Paper reports "extensive online and offline experiments over two real-world OTT platforms Hulu and Disney+" — language consistent with A/B testing but does not include an explicit "deployed to all users in production" statement of the kind Spotify GLIDE or Meta HSTU papers use. Classified as A/B Testing pending stronger production confirmation. No FM in decision layer — RS-Dominant.
▼ Show more
dl.acm.org — M5 (KDD 2023) researchgate.net — M5 paperMedium
Disney / Disney+
"For You" tab — homepage personalisation
Updated personalisation algorithm (unnamed)
Rolled out Oct 8 2025 alongside Hulu integration
RS-Dominant
Production
"For You" is now the default landing tab when subscribers open Disney+. It is powered by an updated algorithm that learns user preferences from viewing history over time, surfacing personalised content recommendations. The tab replaced the prior generic homepage. Disney also made user Profiles more prominent to ensure the algorithm trains on the correct viewing profile. Architecture not disclosed — no model name, no paper, no engineering blog.
▼ Show more
Confirmed production rollout October 8, 2025, reported by The Wrap, Engadget, What's On Disney Plus, and Disney's own press releases. Disney stated they "worked to evolve and advance its personalised video algorithm." No technical architecture disclosed — the RS-Dominant classification is the baseline default; no FM evidence exists. High confidence on the facts (rollout confirmed); Low confidence on architecture.
▼ Show more
whatsondisneyplus.com — For You tab rollout engadget.com — Disney+ redesign Oct 2025Medium
Disney / Disney+
Verts — vertical short-form video discovery feed (mobile)
Verts personalisation algorithm (unnamed)
ESPN: Production (Aug 2025). Disney+: rolling out to US users (Mar 2026).
RS-Dominant
Partial(rolling out)
TikTok-style swipeable vertical video feed surfacing scenes and clips from Disney+ content. Accessed via a dedicated Verts icon in the mobile navigation bar. Users can swipe through clips, add titles to Watchlist, or jump directly into full playback. Powered by a personalisation algorithm that analyses viewing behaviour to determine which clips a user is most likely to watch next — dynamically refreshed based on user's last visit. First deployed on ESPN app (August 2025) as sports highlight feed; extended to Disney+ beginning March 2026.
▼ Show more
Announced at CES January 2026 (Disney Tech + Data Showcase). "Advanced recommendation engine" referenced in Disney statements but no technical architecture disclosed. ESPN Verts confirmed production (Aug 2025) with early testing showing increased engagement. Disney+ Verts began rolling out to US mobile users March 2026 (TechCrunch, The Disney Food Blog, Deadline). Agent report correctly identified this system; minor correction: it is "rolling out" not yet confirmed full production across all US users.
▼ Show more
deadline.com — Verts announced CES 2026 techcrunch.com — Disney+ vertical video disneyfoodblog.com — Verts rollout (Mar 2026)Medium
Tidal
My Mix, My Daily Discovery
ML-based system (unnamed)
RS-Dominant
Production
ML on listening behavior, collection additions, playlist activity. Blends algorithmic recs with human curation. Up to 6 genre-based My Mix playlists.
Minimal technical disclosure.
support.tidal.com — My Mix (current)Low
Deezer
Homepage carousels, New releases, Mood playlists
Multi-component system (unnamed)
RS-Dominant
Production
Active research lab publishing at top venues. Contextual bandits for carousel personalization, SVD embeddings for cold-start, MOJITO attention mixtures, JAM lightweight multimodal system. No LLM in ranking.
JAM (RecSys 2025) explicitly positions itself as alternative to LLM-heavy approaches. ECIR 2024 Best Industry Paper for new release discovery.
research.deezer.com — JAM (2025)Medium
Kuaishou
Kuaishou — Main app + Kuaishou Lite (short video feed)
OneRec (V1 → V2 → Think)
FM-Dominant
behavioural
Production
Encoder-decoder generative rec with sparse MoE. Semantic IDs via RQ-KMeans. Session-wise generation. DPO/ECPO alignment. Handles 25% of total QPS. OneRec-1B for online; V2 scaled to 8B params.
V1: +1.6% watch-time. V2: +0.741% App Stay, 94% compute reduction. OPEX 10.6% of traditional pipelines. 90 servers × 8 GPUs. Open-sourced (OpenOneRec). FM basis: behavioural — Semantic IDs via RQ-KMeans incorporating collaborative signals; the "semantic" label refers to learned discrete codes from video interaction patterns, not NLP-style semantic understanding. Encoder-decoder trained on video viewing sequences. No text pretraining indicated. Qualifies as FM by all three criteria (foundational: single model handling 25% of total Kuaishou QPS, replacing multi-stage pipeline; decision layer: is the recommendation system; purpose-built) but without semantic understanding. Strong example of a domain-specific FM with purely behavioural foundation.
▼ Show more
arXiv:2502.18965 — OneRec github.com — OpenOneRecHigh
▸ Social media
Meta
Facebook Feed, Reels, and Watch (organic content)
Multi-stage RS pipeline with HSTU sequence encoder
HSTU is the user sequence encoder within the pipeline — not the pipeline itself. Separate from Instagram model families.
RS-Dominant
Production
Multi-stage ranking pipeline: candidate inventory → multi-pass scoring with multitask neural nets (pass 0: lightweight ~500 candidates; pass 1: main scoring; pass 2: contextual/diversity) → integrity filtering. Over 100 prediction models used across the pipeline. Facebook video (Reels + Watch) ranking layers were unified in Aug 2024 to enable ranking across a mixed short/long-form inventory. HSTU (Hierarchical Sequential Transduction Unit, ICML 2024) is deployed as the user sequence encoder within production ranking models — it processes user action history as sequential tokens using pointwise aggregated attention, replacing earlier pooling approaches. HSTU enables scaling to 1.5T parameters and demonstrated +12.4% online A/B improvement. DV365 (KDD 2025) is a complementary offline embedding system that pre-computes 365-day user history into shareable embeddings fed to 15+ downstream models — it is infrastructure, not a ranker.
▼ Show more
HSTU classification note: HSTU is a purpose-built sequential architecture deployed as a user sequence encoder component within Meta's multi-stage DLRM-based pipeline — it does not satisfy the foundational role criterion (it is one module within a system of 1000+ models, not a primary model across surfaces). Fails criterion 1 (foundational role). Additionally: behavioural foundation — trained on user action tokens (item IDs, interaction types) with no text pretraining; understands co-occurrence patterns, not semantic meaning. DV365 is separate offline embedding infrastructure (not a ranker). Facebook and Instagram have separate "fb" and "ig" model families per "Journey to 1000 models" blog (May 2025) — shared architecture patterns, separate model weights.
▼ Show more
arXiv:2402.17152 — HSTU / ICML 2024 arXiv:2506.00450 — DV365 (KDD 2025) engineering.fb.com — FB Feed ranking (2021)High
Meta
Instagram Feed, Reels, and Explore (organic content)
Multi-stage RS pipeline with HSTU sequence encoder
Separate "ig" model families from Facebook. 1000+ models across retrieval/ESR/LSR funnel layers.
RS-Dominant
Production
Multi-stage funnel per surface: retrieval/sourcing (heuristics + ML) → early-stage ranking (ESR, lightweight models) → late-stage ranking (LSR, heavier MTML with user-item interaction features) → contextual reranking (diversity, dedup, policy). Explore uses two-tower embeddings + ANN search (FAISS/HNSW) for retrieval; second-stage MTML model with continual hourly fine-tuning. Reels: lightweight model selects ~100 candidates, then prediction models compute relevance score. Feed/suggested posts: embedding similarity + co-occurrence for candidate generation, MTML + GBDT + value model for ranking. HSTU is deployed as the user sequence encoder within production ranking models on Instagram (confirmed by DV365 paper). DV365 embeddings deployed to 15 production models in Instagram and Threads as an offline precomputed long-history embedding — infrastructure, not a standalone ranker.
▼ Show more
"Journey to 1000 models" (May 2025) confirms Instagram runs 1000+ models across funnel layers, explicitly distinguishing "ig" from "fb" model types — separate model families from Facebook, sharing architectural patterns but not model weights. HSTU classification note: HSTU is a sequence encoder component — fails criterion 1 (foundational role: one module in a pipeline of 1000+ models, not a primary model across surfaces). Behavioural foundation — trained on interaction sequences with no text pretraining, no semantic understanding. DV365 confirmed in Threads production as well. Explore: Aug 2023 engineering blog. Reels: Instagram Reels Chaining AI system transparency card (Nov 2025). Feed: "How Instagram suggests new content" (Dec 2020).
▼ Show more
arXiv:2506.00450 — DV365 (KDD 2025) arXiv:2402.17152 — HSTU / ICML 2024 engineering.fb.com — IG Explore (2023)High
Meta
Threads (organic content)
Instagram-derived infrastructure + HSTU + DV365
Built on IG ML infrastructure. DV365 embeddings confirmed deployed to Threads production models.
RS-Dominant
Production
Built on Instagram's ML infrastructure. DV365 (long-user-history embeddings) confirmed deployed to Threads production models. Cold-start handled via Instagram data crossover. Full pipeline architecture not separately disclosed — assumed to follow the same multi-stage RS funnel as Instagram surfaces.
DV365 paper explicitly names Threads as a deployment target alongside Instagram. Architecture details not separately documented for Threads — inference from shared infrastructure. Confidence is Medium on architecture; High on the fact of DV365 deployment.
arXiv:2506.00450 — DV365 confirms Threads deployment engineering.fb.com — Threads infrastructureMedium
ByteDance / TikTok
TikTok — For You Page
Monolith framework (DeepFM)
RS-Dominant
Production
Interest-graph based multi-stage pipeline with real-time online training. Collisionless embedding tables (Cuckoo Hashing). Models are several TB in size. Batch testing tiers for new content.
Monolith paper from ByteDance (2022). Specific TikTok production model architecture proprietary. Watch completion rate is dominant signal (~70% threshold).
arXiv:2209.07663 — Monolith github.com/bytedance/monolithMedium
LinkedIn
Feed (content discovery — in-network + out-of-network)
LLM Dual-Encoder (retrieval) + Generative Recommender / Feed SR (ranking)
Mar 2026 full rebuild. Retrieval: unified LLM dual-encoder replacing 5 separate systems. Ranking: GR = Feed SR — confirmed same system by primary blog source.
GP-FM Special Case
Production
Retrieval: Replaced five separate retrieval systems with a single unified LLM dual-encoder. The LLM brings world knowledge from broad pretraining — understanding that "electrical engineers" and "small modular reactors" are professionally related without needing co-occurrence data. Especially powerful for cold-start. Prompt library converts structured member (profile, skills, work history, engagement history) and post (author, engagement counts, text) data into text. Key insight: raw numerical features caused near-zero correlation (−0.004) with cosine similarity; converting to percentile buckets wrapped in special tokens caused a 30× jump in correlation and +15% recall@10 improvement. Hard negative sampling: +3.6% recall with 2 hard negatives/member. Positive-only interaction history: 37% memory reduction, 40% more sequences per batch, 2.6× faster training. Sub-50ms retrieval on GPU via k-nearest-neighbour search (48 H100s for nearline embedding inference; 24 H100s for indexing and online kNN retrieval — confirmed in arXiv:2510.14223). Three continuous nearline pipelines: prompt generation, embedding inference, index updates — full freshness within minutes. Base model: not named in the Mar 2026 blog; LLaMA-3 was confirmed in the Oct 2025 predecessor paper (arXiv:2510.14223) but the blog does not confirm the same model was retained for the unified system. Ranking — Generative Recommender (GR) = Feed SR: Causal-attention transformer scoring ~500 candidates against a user history of up to 1,000 chronologically ordered post-action pairs (post representation interleaved with action embedding: long-dwell, like, comment, share). Shared-context batching achieves 80× speedup on the transformer forward pass by scoring all candidates in a single pass. Multiple transformer layers where each position attends only to previous positions. After transformer: late fusion of context features (device type, member profile embeddings, aggregated count/affinity scores) — fused after, not inside self-attention, to avoid quadratic cost inflation on features whose value is independent signal strength, not sequential interaction. MMoE prediction head with shared DCNv2 experts gated per task — passive tasks (click, skip, long-dwell) and active tasks (like, comment, share) get specialised gating over shared sequential representations. Custom GRMIS Flash Attention kernel: 2× speedup over PyTorch SDPA (required because standard Flash Attention does not support custom attention masks used for shared-context batching). +2.10% time spent in online A/B test. Profile embeddings (Qwen3 0.6B, named in arXiv paper, unnamed in blog) late-fused as context feature.
▼ Show more
PRIMARY SOURCE NOW READ IN FULL: LinkedIn Engineering Blog, Mar 12 2026 ("Engineering the next generation of LinkedIn's Feed," Hristo Danchev) — direct primary source, previously accessed only via secondaries. SOURCE TENSION RESOLVED: Feed SR (arXiv:2602.12354, Feb 2026) and GR (blog, Mar 2026) are the same model. DCNv2 appears in both — in the GR it is inside the MMoE head as shared experts; the arXiv paper described the DCNv2 component at a lower abstraction level. No contradiction. GP-FM Special Case: retrieval LLM leverages broad pretraining world knowledge (explicitly confirmed by blog — "the underlying language model brings world knowledge learned from its massive pretraining corpus"). Its GP character is what makes it valuable here — not a purpose-built rec FM. Ranking component (GR) is RS. Section 5.1 of arXiv:2602.12354 explicitly documents an LLM-Ranker tested and rejected in favour of GR.
▼ Show more
linkedin.com — Primary blog: Engineering next-gen Feed (Mar 2026) arXiv:2602.12354 — Feed SR / GR paper (Feb 2026) arXiv:2510.14223 — LLM Dual-Encoder predecessor (Oct 2025) ppc.land — feed rebuild summary (Mar 2026)High
LinkedIn
Multi-surface ranking and recommendation — research direction
360Brew V1.0
~141B total / 39B active params (Mixtral 8x22B MoE). Pre-production. NOT deployed in feed ranking.
FM-Dominant
semantic
Research(pre-production)
A decoder-only foundation model built on Mixtral 8x22B MoE (~141B total parameters, 39B active per token), fine-tuned on LinkedIn first-party data. Uses natural language verbalization to convert structured member/item data into text prompts, eliminating the need for hand-crafted features. Capable of solving 30+ predictive tasks (feed, job matching, PYMK, etc.) from a single model at performance comparable to or exceeding dedicated production models on offline metrics. Aims to unify LinkedIn's fragmented model landscape — LinkedIn calls it a "venture project."
▼ Show more
arXiv:2501.16450. Paper explicitly calls itself "our research pre-production model." ⚠ WITHDRAWAL: The arXiv record was removed because "the submitter did not have the right to agree to the license at the time of submission" — a licensing/rights dispute (likely LinkedIn/Microsoft IP review), NOT a scientific retraction. Unofficial sources (Trust Insights guide, Oct 2025) claim anonymous LinkedIn employees confirmed 360Brew is "in active production" — this conflicts directly with the paper's own "pre-production" label and cannot override it. No LinkedIn engineering blog confirms 360Brew deployment. FM basis: ✓ semantic — Mixtral 8x22B used as weight initialisation (providing broad language pretraining), then continuously pretrained on LinkedIn's economic graph data (profiles, job descriptions, posts) at scale. The general-purpose pretraining is the starting point, not the preserved capability — 360Brew is a purpose-built FM, not a GP-FM Special Case.
▼ Show more
arXiv:2501.16450 — 360Brew (withdrawn) empower.agency — 360Brew vs GR distinctionHigh
LinkedIn
AI Job Search + AI People Search (semantic search)
Semantic Search stack — LLM retrieval + SLM cross-encoder ranker
arXiv:2602.07309 (Feb 2026). Production. This is LinkedIn's strongest confirmed FM-in-decision-layer case.
FM-Dominant
semantic
Production
Full semantic search stack for job and people search. Three stages: (1) Query Understanding — fine-tuned LLM resolves natural language queries ("jobs in New York Metro where I have a connection") via intent classification, entity recognition, external data fetching (graph service for connection lookups), and RAG-based suggestion generation. (2) Retrieval — LLM embedding-based dual-encoder with GPU-accelerated exhaustive nearest-neighbour search over the job/people index. (3) Ranking — a compact SLM cross-encoder trained via multi-teacher distillation from a large LLM judge (SAGE); outputs graded relevance scores (0–4) with natural-language rationales. SAGE also supervises ranking and retrieval quality at millions of evaluations per day. Inference is prefill-only (no decode/sampling); custom optimisations (shared-prefix amortisation, KV caching, sparse attention, model pruning) deliver 75x throughput improvement under fixed latency vs naive LLM cross-encoder. Covering Semantic Job Search and Semantic People Search from a unified stack.
▼ Show more
Primary source: arXiv:2602.07309 ("Semantic Search at LinkedIn", Feb 2026) — peer-reviewed paper with explicit production deployment description. VentureBeat (Dec 2025) confirmed the AI Job Search rollout. LinkedIn Engineering Blog (2025) "Building the next generation of job search at LinkedIn" describes the same system. FM basis: ✓ semantic — LLM understanding of professional language, job descriptions, query semantics, and people profiles is the core value; SLM cross-encoder distilled from a frontier LLM teacher inherits semantic capability. This is LinkedIn's clearest FM-Dominant production case.
▼ Show more
arXiv:2602.07309 — Semantic Search at LinkedIn (Feb 2026) venturebeat.com — AI Job Search (Dec 2025) zenml.io — AI Job Search case studyHigh
X (Twitter)
For You Timeline
Home Mixer / Heavy Ranker
Legacy — current production
RS-Dominant
Production(legacy)
Multi-stage pipeline: 1,500 candidates (50% in-network via Real Graph, 50% out-of-network via SimClusters/UTEG). Heavy Ranker = multi-task neural network (~48M parameters, MaskNet). Open-sourced March 2023.
No FM in ranking in the legacy system. Heavy Ranker: ~48M parameters (MaskNet architecture), confirmed in primary blog. Candidate pool: ~1,500 from ~500M daily posts, 50/50 in-network/out-of-network split.
blog.x.com — Twitter algorithm github.com/twitter/the-algorithmHigh
X (Twitter)
For You Timeline
Phoenix (Grok-based)
⚠ GP-FM Special Case
GP-FM Special Case
Partial(~Jan 2026)
Grok LLM reportedly now powers ranking via "Phoenix" component. Reads 100M+ posts/day. Sentiment analysis on every post. "Promptable feeds" via natural language.
Based on Elon Musk announcements and the open-source code release (Jan 2026), NOT peer-reviewed papers. posteverywhere.ai and makexgreat.com dropped (third-party aggregator blogs, not primary sources). Independent engineering verification limited. Confidence remains Medium.
github.com/xai-org/x-algorithm — Phoenix algorithm (Jan 2026)Medium
Pinterest
Homefeed, Search (retrieval)
PinRec
Candidate system
RS-Dominant
A/B Testing
GPT-2 architecture transformer for generative retrieval. Outcome-conditioned generation with learnable action embeddings. Windowed multi-token generation for latency. Real-valued vectors, not discrete IDs.
+0.55% time spent, +4.01% grid clicks. Served via NVIDIA Triton. Apr 2025 paper. Operates alongside traditional retrieval, not a full replacement. Downgraded from FM-Dominant: (1) fails foundational role criterion — operates as a supplementary candidate source alongside existing retrieval, not as a primary system across surfaces; (2) no semantic understanding — trained on user action sequences with no text pretraining indicated; (3) GPT-2 architecture used from scratch on behavioural signals. Correctly classified as an advanced sequential RS model.
▼ Show more
arXiv:2504.10507 — PinRec shaped.ai — PinRec teardownHigh
Pinterest
Homefeed, Search, Related Pins, Shopping — core ranking system
OmniSage + PinnerFormer + Two-Tower
Current production
RS-Dominant
Production
Standard multi-stage pipeline. OmniSage integrates GNNs with content models. PinnerFormer generates multi-modal user embeddings. Two-tower for retrieval.
Production workhorse. PinRec being explored as supplementary retrieval source.
medium.com/pinterest-engineering — PinnerSage (KDD 2021)Medium
Snapchat
Spotlight (short video)
EBR (Two-Tower)
Embedding-Based Retrieval
RS-Dominant
Production
Two-tower neural network for user-story embeddings + HNSW ANN search. Multiple EBR sources (user-story, user-creator, similar creators).
Double-digit engagement gains in views and view time. Future plans mention exploring larger transformer models.
eng.snap.com — Two-tower EBRHigh
Snapchat
Research
GRID
Research only — not deployed
RS-Dominant
Research
Generative rec with LLM-generated semantic IDs. Transformer generates recommendation sequences as semantic ID tokens.
CIKM 2025 paper. Open-sourced (github.com/snap-research/GRID, 609 stars). Not deployed in production. RS-Dominant: the LLM does not participate in the decision layer — it runs offline to construct the SID vocabulary and is absent at inference. The sequential transformer that generates SID sequences from user interaction history is the decision-making model, and it is a purpose-built RS model trained on interaction sequences. Fails FM criterion 2 (decision-layer participation) — the same reason HSTU at Meta is RS-Dominant despite its scale and sophistication.
▼ Show more
github.com/snap-research/GRIDHigh
Reddit
Home Feed
Hot/Best/ML ranking (unnamed)
RS-Dominant
Production
Hybrid heuristic scoring (Hot, Best, Top, Rising) + ML personalization. Wilson score confidence interval for comments. ML considers upvotes, dwell time, subscription patterns.
Reddit has not published detailed engineering papers. Vote-based with ML personalization layer. Original Hot algorithm open-sourced 2009. theredditmarketingagency.com dropped (marketing agency, not a primary source). No primary engineering source exists for Reddit's current ML personalization layer. Confidence downgraded to Low.
redditinc.com — Reddit engineering blogLow
Xiaohongshu
Explore Feed
GenRank
RS-Dominant
A/B Testing
Efficient generative architecture for ranking. Action-oriented sequence organization. Predicts user actions with items as positional context.
"Significant improvements in user satisfaction with nearly equivalent computational resources." Serves hundreds of millions of users. Downgraded from FM-Dominant: purely behavioural sequential model — "action-oriented sequence organisation" trained on interaction signals with no text pretraining or semantic understanding indicated. Does not satisfy the foundational role criterion (single surface, Explore Feed only) nor semantic understanding. Advanced generative RS architecture, not an FM.
▼ Show more
arXiv:2505.04180 — GenRankHigh
Tencent
WeChat — Channels, Moments (organic rec)
PRECISE-UT
RS-Dominant
Research
Pre-training Sequential Recommender with LLM Embeddings. MoE attention + Universal → Targeted Training pipeline.
Tested on WeChat datasets but production deployment status unclear. Downgraded from RS+FM Hybrid: the LLM generates embeddings used as input features to the sequential recommender — this is signal generation upstream of the decision layer, not FM participation in decisions. The sequential recommender (MoE attention model) owns ranking decisions. Criterion 2 (decision-layer participation) not met. Correctly RS-Dominant.
▼ Show more
arXiv:2412.06308 — PRECISE-UTMedium
▸ E-commerce
Amazon
Product recommendations
A10 algorithm (proprietary)
RS-Dominant
Production
Hybrid collaborative filtering + deep learning. Amazon does not publish internal architecture details. "A10" is industry terminology; specific model architecture unknown.
No primary source — baeldung.com (developer tutorial blog) has been dropped. Amazon has not published papers or engineering blogs describing their core product recommendation architecture. All detail in this row is industry inference. Confidence Low.
amazon.science — Amazon ML research areaLow
Amazon
Shopping assistant
Rufus
FM-Wrapped RS
Production
Custom shopping-domain LLM + RAG. Query planner → RAG retrieval → router selects among Claude Sonnet, Amazon Nova, custom model → generates response. Products come from existing search/ranking.
250M+ customers. LLM generates conversational responses; product results pulled from traditional ranking infrastructure. Rufus does NOT independently rank products.
amazon.science — Rufus technology aws.amazon.com — Rufus on BedrockHigh
Alibaba
Taobao Search (relevance)
TaoSR1
FM-Dominant
semantic
Production
LLM-based relevance scoring with Chain-of-Thought reasoning. Built on Tbstar (proprietary MoE LLM, 10T+ tokens). Three stages: SFT with CoT → DPO → GRPO. "Respond-then-think" (postCoT) for efficient deployment.
LLM directly deploys for relevance classification in production. Handles main search traffic for hundreds of millions of users. FM basis: ✓ semantic — built on Tbstar, a proprietary MoE LLM trained on 10T+ tokens. Chain-of-Thought reasoning requires and exercises genuine language understanding of product descriptions and search queries.
arXiv:2508.12365 — TaoSR1High
Alibaba
Taobao App homepage feed ("Guess What You Like")
RecGPT / RecGPT-V2
RS+FM Hybrid
semantic
Production
LLM-driven intent-centric framework. Uses Taobao Xingchen LLM (100B+) with RL. LLMs central to user interest mining and item retrieval. V2 adds hierarchical multi-agent system.
Fully deployed on Taobao App, July 2025. Double-digit click growth, 5%+ add-to-cart increase. V2: +3.39% GMV, 60% GPU reduction. LLM acts as "modular capability outside the traditional prediction model." FM basis: ✓ semantic — uses Taobao Xingchen LLM (100B+), a large pretrained language model; semantic understanding of product descriptions and user intent is central to the user interest mining component.
▼ Show more
arXiv:2512.14503 — RecGPT-V2 (Dec 2025)Medium
Alibaba
Alibaba International (ranking)
GPSD
RS-Dominant
Research
Generative pretraining of Transformer on behavior sequences, then transfer sparse parameters (embeddings) to discriminative model and freeze.
FM provides pretrained embeddings only; final ranking uses discriminative model. KDD 2025. Code open-sourced.
arXiv:2506.03699 — GPSDHigh
Alibaba
Taobao — Candidate retrieval
TBGRecall
Next Session Prediction generative retrieval — distinct from RecGPT (ranking) and GPSD (Alibaba International)
FM-Dominant
behavioural
A/B Testing
Generative retrieval model replacing token-level autoregressive generation with Next Session Prediction (NSP): partitions user behavior sequences into multi-session segments, uses a session token to guide ANN search rather than sequential item decoding. Integrates Multi-Token Prediction (MTP), DeepSeekMoE experts, and stochastic partial incremental training. Resolves the causality conflict in autoregressive retrieval (items within a session should not influence each other). Built on HSTU-inspired architecture; scales with clear scaling law trend.
▼ Show more
CIKM 2025 paper (ACM dl.acm.org/doi/10.1145/3746252.3761557). Online A/B test on Taobao: +0.60% transactions, +2.16% transaction amount. Separate system from RecGPT (homepage ranking), TaoSR1 (search relevance), and GPSD (Alibaba International ranking). FM-Dominant: NSP-based generative model is the retrieval decision layer. FM basis: behavioural — session-token sequences of item IDs, no text pretraining; qualifies as FM by foundational role (Taobao retrieval), decision-layer participation (directly retrieves candidates), and purpose-built design.
▼ Show more
arXiv:2508.11977 — TBGRecall (CIKM 2025) dl.acm.org — TBGRecall (CIKM 2025, ACM)High
JD.com
JD Search (product retrieval)
GRAM
FM-Dominant
semantic
Production
LLM-based generative retrieval. Constructs shared identifiers for queries and products via NER attributes. Joint query-product identifier generation. SFT + alignment training.
"Deployed on JD, providing hundreds of millions of retrieval services daily." Passed A/B testing (5% traffic, 1+ week). FM basis: ✓ semantic — LLM-based generative retrieval using Named Entity Recognition to understand query and product attributes as text; the system's core value is semantic understanding of query-product relationships beyond keyword matching.
arXiv:2504.01403 — GRAMHigh
Shopify
Shop app, storefront recommendations
Generative Recommender (HSTU-based)
FM-Dominant
behavioural
Production
Autoregressive sequential model with causal masking, evolved from Meta's HSTU, co-developed with Liquid AI. Next-item prediction over buyer journeys. RoPE-inspired rotary time encoding.
Served during BFCM 2025: 2.2T edge requests, 81M buyers. Feb 2026 blog. Demonstrates scaling laws. Optimized CUDA kernels for production latency. FM basis: behavioural — HSTU-based architecture trained on buyer journey interaction sequences (purchase/click/browse events as item ID tokens). No text pretraining indicated. Qualifies as FM by all three criteria (foundational role across all Shopify surfaces, primary decision layer, purpose-built at foundation scale) but without semantic understanding. Domain-specific FM with behavioural foundation.
▼ Show more
shopify.engineering — Generative recommender (2026)High
eBay
Product recommendations
DL Retrieval + Personalized Ranker
RS-Dominant
Production
Two-tower neural network retrieval (eBERT: BERT pretrained on 3B titles) + wide-and-deep ranker with pairwise loss + gradient boosted trees for promoted listings.
152M users, 1.5B live listings. Real-time user embedding via Flink + Triton Inference Server. eBay also published LiLiuM (arXiv:2406.12023, Jun 2024): a family of 1B/7B/13B LLMs trained in-house on 3T tokens (general + e-commerce domain), used as the foundation for eBay's LLM-powered features including Mercury. LiLiuM confirms eBay has a proprietary LLM layer on top of its core RS pipeline.
▼ Show more
innovation.ebayinc.com — DL retrieval arXiv:2406.12023 — LiLiuM: eBay's LLMs for e-commerce (Jun 2024)High
eBay
LLM-powered experiences
Mercury
FM-Wrapped RS
Partial
Agentic AI platform combining RAG + Listing Matching Engine + LLM for recommendation. Semantic search + anomaly detection + personalized ranking layer. LLM generates conversational responses; products are retrieved and ranked by eBay's traditional search/ranking infrastructure underneath.
FM-Wrapped RS: the LLM provides a conversational/agentic interface and uses RAG to surface results from eBay's existing search and ranking infrastructure — it does not independently rank items. Criterion 2 (decision-layer participation) not met: the traditional RS owns retrieval and ranking decisions. Reclassified from RS+FM Hybrid. No direct primary arXiv or eBay engineering blog for Mercury exists — zenml.io LLMOps entry is the only public technical summary. LiLiuM (arXiv:2406.12023) is the primary source for eBay's underlying LLM foundation.
▼ Show more
zenml.io — Mercury agentic platform (LLMOps database ⚠ secondary) arXiv:2406.12023 — LiLiuM: eBay's LLM foundation (Jun 2024)Medium
Etsy
All recommendation modules
Multi-task Canonical Ranker
RS-Dominant
Production
Two confirmed systems: (1) Multi-task Canonical Ranker — neural network with shared-bottom MTL architecture (favorites + purchases), single ranker across 100M+ listing modules. (2) Unified Embedding-Based Retrieval (search) — end-to-end model combining graph, transformer, and term-based embeddings for personalized semantic retrieval; handles semantic gap on tail queries and personalization on head queries via a single unified model. Pre-training strategy + hard negative sampling for industry-scale deployment.
▼ Show more
Canonical Ranker: +12.5% NDCG on favorites. Unified Retrieval: arXiv:2306.04833 (updated Sep 2024, RecSys 2024 industry track). The retrieval and ranking systems are separate but complementary — retrieval narrows candidate pool, ranker scores them. No LLM in the decision layer — RS-Dominant for both.
etsy.com — Multi-task Canonical Ranker (Apr 2023) arXiv:2306.04833 — Unified Embedding-Based Retrieval in Etsy Search (Sep 2024)High
Shopee
Ranking
ResFlow
RS-Dominant
Production
Residual Multi-Task Learner for Applied Ranking. Multi-task learning framework.
KDD 2024 industry track paper. Limited public detail on broader architecture.
arXiv:2411.09705 — ResFlow (KDD 2024)Medium
Pinduoduo
E-commerce
Proprietary (unnamed)
RS-Dominant
Production
Uses lightweight ML algorithms for recommendation. RL for new product recs. AI-powered rec accounts for 3% of top-N items but drives 20% of sales. Heavily integrated with social/gamification features.
No primary source — aithor.com (AI essay generator) has been dropped. No engineering blog, paper, or verified technical disclosure from Pinduoduo exists. Architecture entirely proprietary. Row retained as a placeholder given Pinduoduo's scale (~900M users) but all technical claims should be treated as unverified inference.
investors.pddholdings.com — PDD Holdings IRLow
▸ Travel
Booking.com
Accommodation search
ML Ranking Platform
RS-Dominant
Production
Dedicated ML ranking services per vertical across 3 Kubernetes clusters. Two-pass ranking: shard-level scoring → coordinator re-ranking. Feature store + real-time features.
Continuous interleaving + A/B testing. Core ranking is traditional ML.
medium.com/booking-com-development — Ranking platform (Jul 2024) infoq.com — QCon London 2026: Booking.com AI evolutionHigh
Booking.com
Trip planning
AI Trip Planner (ChatGPT)
FM-Wrapped RS
Production
OpenAI ChatGPT API as conversational discovery layer. Actual property ranking/availability from existing ML systems.
Launched June 2023. CTO: "We've always been really good at the last mile." LLM is discovery layer, not ranking replacement.
news.booking.com — AI Trip Planner openai.com — Booking.com case studyHigh
Expedia
Hotel/flight search
AI/ML Ranking Platform
RS-Dominant
Production
AI/ML-based personalized ranking handling 1.26 quadrillion variables. 900B predictions, 70+ PB data across 21+ brands.
Hotels.com Smart Shopping uses 40+ factors. Technical detail less public than Booking.com. partner.expediagroup.com source dropped (partner marketing blog, not engineering disclosure). No primary engineering source found for ranking architecture.
careers.expediagroup.com — Engineering roles (architecture inference)Low
Expedia
Trip planning
ChatGPT / Romie AI
FM-Wrapped RS
Production
ChatGPT integration (Apr 2023) + Romie AI assistant (May 2024). Mix of in-house + OpenAI models. Conversational discovery layer.
CEO: conversion impact of chatbot was "basically de minimis" initially. LLM is discovery/planning layer.
expedia.com — ChatGPT launch techcrunch.com — Romie AIMedium
Airbnb
Listing search (feed + maps)
ML Search Ranking pipeline
LTR core + BiListing embeddings + MTL + EBR + RL location retrieval
RS-Dominant
Production
Multi-stage ML search ranking for accommodation listings across feed and maps surfaces. Confirmed components: (1) Pairwise LTR core — learning-to-rank optimised for NDCG/booking conversion; CIKM 2025 "Beyond Pairwise LTR" describes production improvement capturing inter-item comparison context (+1.7% NDCG, +0.6% booking conversion). (2) BiListing embeddings — LLM + vision-language model embeddings unifying listing text and photos into ranking signals; +0.425% NDCG, tens of millions in incremental revenue (CIKM 2025). Embeddings are ranking signals — FM as feature generation, not decision layer. (3) Multi-task learning — KDD 2023 "Optimizing Airbnb Search Journey with MTL." (4) RL-based location retrieval — evolved from heuristics to reinforcement learning, confirmed production (CIKM 2024). (5) Embedding-based retrieval — confirmed production (Mar 2025). (6) Maps ranking — separate map-specific NDCG optimisation; maps account for ~80% of search interactions (CIKM 2025).
▼ Show more
Airbnb's Relevance and Personalization team publishes actively at KDD and CIKM (5+ papers annually since 2022). BiListing LLM embeddings are ranking signals, not the decision layer — RS-Dominant stands. Maps ranking is a surface variant of the same pipeline, not a separate system. Previous architecture specifics from the 2018 paper (layer dimensions, LambdaRank) removed — not confirmed by current sources.
▼ Show more
medium.com/airbnb-engineering — 2025 research review (Feb 2026) dl.acm.org — BiListing embeddings (CIKM 2025) dl.acm.org — Beyond Pairwise LTR (CIKM 2025) sites.google.com — Airbnb Relevance team publicationsHigh
Airbnb
Search augmentation recommendations
Search Augmentation Recommendation system
Triggered when guest search criteria are too narrow — distinct from the main search ranker
RS-Dominant
Production
A separate recommendation system that activates when a guest's search returns insufficient results due to overly narrow criteria (e.g. specific dates, strict amenities, tight price range). Rather than showing an empty or sparse results page, the system dynamically recommends alternative parameters — adjusted dates, relaxed amenities, nearby locations, or different price ranges — to help guests find suitable accommodations. Architecturally distinct from the main search ranking pipeline: different trigger (sparse results), different objective (parameter suggestion vs listing ranking), different training signal.
▼ Show more
CIKM 2025 paper confirms production deployment. Improves platform booking rate when search criteria are too restrictive. This is a recommendation system in the classical sense — suggesting items (parameter alternatives) to users — rather than a ranking system. Correctly separate from the main search ranker row.
dl.acm.org — Augmenting search with recommendations (CIKM 2025)High
▸ Food delivery
DoorDash
Restaurant/grocery recommendations
MTML Ranker + TTE
H-RAG for offline signal gen
RS-Dominant
Production
Multi-task multi-expert (MMoE) deep learning ranker + Two-Tower Embeddings for retrieval. GPT-4o-mini used OFFLINE via H-RAG pipeline to generate cross-vertical affinity features.
LLM generates features offline (20% sample, 3 months data), not real-time ranking. RecSys 2025, KDD 2025 PARIS. "LLMs add semantic agility; rankers give scalable reliability."
careersatdoordash.com — DoorDash H-RAGHigh
Uber Eats
Homepage recommendations
TTE + MOHR
Two-Tower Embeddings + Multi-Objective Ranker
RS-Dominant
Production
Two-tower embedding model (unified global, replaced 1,035 city-specific DeepMF models) + personalized LTR ranker + MOHR for hierarchical carousel and single-restaurant layout ranking. MOHR (Multi-Objective Hierarchical Recommender) jointly ranks restaurant carousels and individual restaurants on the homepage optimising multiple objectives: consumer conversion, retention, basket value, and marketplace fairness. Deployed globally on Uber Eats homepage.
▼ Show more
Graph-learned features referenced in 2023 TTE blog as part of evolved architecture. MOHR confirmed deployed via Marketing Science peer-reviewed paper (Wang et al.) — $1.5M weekly revenue lift estimated in field experiment on 2% of global consumers. Graph Learning Dec 2019 blog dropped (>5 years). TTE Jul 2023 blog is primary source for TTE architecture.
uber.com — Two Tower Embeddings (Jul 2023) Marketing Science — MOHR paper (Wang et al.)High
Meituan
Food delivery (main traffic)
MTGR
FM-Dominant
behavioural
Production
Based on HSTU architecture but retains DLRM cross features. Group-Layer Normalization for heterogeneous semantics. Dynamic masking. Discriminative loss training (not generative).
"Successfully deployed on Meituan, handling main traffic." +1.31% online gain over years-optimized DLRM. "Largest gain in nearly two years." CIKM 2025. FM basis: behavioural — HSTU-based architecture trained on food delivery interaction data (clicks, orders, browse sequences as item ID tokens). Discriminative loss, not generative. "Heterogeneous semantics" in the paper refers to heterogeneous feature types (categorical, numerical), not NLP-style semantic understanding. No text pretraining indicated. Qualifies as FM by all three criteria (foundational role handling main traffic, primary decision layer, purpose-built) but without semantic understanding. Domain-specific FM with behavioural foundation.
▼ Show more
arXiv:2505.18654 — MTGRHigh
Trip.com Group / Ctrip
Ctrip — Hotel & flight search (core ranking)
Proprietary ML ranking + Big Data recommendation engine
RS-Dominant
Production
Collaborative filtering + content-based filtering on 50TB+ daily travel data. 200+ behavioural tags per user. Real-time dynamic pricing across 400+ airlines and 200K+ hotels. Proprietary search algorithm underpins ranking. Core item selection and ranking fully owned by traditional ML systems.
Trip.com Group (Ctrip, Qunar, Skyscanner). 300M+ monthly active users. $1.4B AI investment announced March 2024. Internal architecture not published in academic papers. umssocial.com source dropped (social media marketing agency, not primary source). No primary engineering source found. Classification based on company investor disclosures. Confidence downgraded to Low.
▼ Show more
ir.trip.com — Trip.com Group investor relationsLow
Trip.com Group / Ctrip
Ctrip — Trip planning & customer service
TripGenie (LLM assistant) + Wendao (proprietary LLM)
FM-Wrapped RS
Production
TripGenie: LLM-powered conversational travel assistant integrated into the Trip.com app. Answers queries, generates itineraries, and navigates users to relevant app results (flights, hotels, attractions). Integrates Trip.com's proprietary ranked lists (Trip.Best, Trip.Deals, Trip.Trends) into responses — LLM calls existing ranked results, does not independently rank inventory. Wendao: proprietary travel-domain LLM (20B training datasets) powering parts of the assistant, announced July 2023.
▼ Show more
TripGenie launched 2023, expanded globally 2024. Handles 60%+ of customer inquiries. LLM provides conversational interface and itinerary generation; actual flight/hotel ranking decisions are owned by Trip.com's existing ML systems. Wendao was in testing phase at announcement (SCMP, July 2023). Pattern is FM-Wrapped RS: LLM translates intent and surfaces pre-ranked results.
trip.com — TripGenie announcement scmp.com — Wendao LLM (Jul 2023)Medium
▸ Event discovery
Fever / DICE
DICE — Event discovery feed
Personalized event recommendation system (unnamed)
RS-Dominant
Production
Personalized event recommendations based on user's past ticket purchases, browsing behaviour, followed artists, and location. Recommendations drive 40%+ of DICE sales, making it a core revenue mechanism rather than a peripheral feature. The system must handle strong sparsity (most users attend a small number of events per year) and severe cold-start (new events have no engagement history). Signals: artist affinity, genre, venue, proximity, social graph (Groups feature launched 2023). Architecture not publicly disclosed. DICE acquired by Fever in June 2025; Fever brings its own event curation platform focused on experience discovery across cities.
▼ Show more
⚠ No primary engineering source — no paper, no engineering blog, no technical disclosure from DICE or Fever. Architecture entirely proprietary. RS-Dominant is the most likely classification given the feature set (location, purchase history, artist affinity = classic collaborative + content-based signals) but cannot be confirmed. Confidence Low. DICE is included because its recommendation system is confirmed to be a meaningful product driver (40%+ of sales), making it more relevant than purely transactional platforms like Ticketmaster. Ticketmaster (Live Nation): operates personalised "Fan Alerts" and "Recommended Events" features but has no primary engineering disclosure on rec system architecture. Songkick/Eventbrite: similar position — features confirmed, architecture opaque.
▼ Show more
fastcompany.com — DICE Most Innovative Companies 2024 (40%+ sales driven by recs) canvasbusinessmodel.com — DICE acquired by Fever (Jun 2025)Low
▸ Dating and gaming
Tinder
Card swipe interface
Dynamic Rec Engine (unnamed) + geosharded retrieval
RS-Dominant
Production
Multi-stage system. Retrieval: Elasticsearch-based geosharded candidate pool. Infrastructure divides users into 40–100 global geoshards using Google S2 library + Hilbert-curve heuristic for load balancing; Kafka-backed consistency layer handles location changes. Embeddings: TinVec (2017, MLconf) — Word2Vec-style model treating each user's right-swipe sequence as a sentence; users with similar swipe patterns placed near each other in embedding space. Ranking: Post-2019 "dynamic model" replacing the original Elo score. Driven by activity signals: swipes, recency, reply time, Super Likes. Architecture undisclosed — no paper or engineering post specifies model type. Profile optimisation: Smart Photos — epsilon-greedy MAB optimises lead photo, claimed +12% match lift. Photo Selector (2024) — on-device AI selects best profile photos; no biometric data leaves device. Chemistry (Q4 2025 pilot, NZ/AU): Deep learning on survey responses + opt-in camera-roll photos; curates small daily feed. Match Group accepted $14M Q4 revenue hit during test — signals major strategic direction. Architecture undisclosed. Safety: "Are You Sure?" + "Does This Bother You?" NLP classifiers (cut harassing messages >10%, +46% reporting lift). LoRA-fine-tuned 7B open-source LLM served via Lorax framework for trust and safety (spam, scams, hate speech) — NOT in matching decision layer.
▼ Show more
Core matching architecture (post-2019 "dynamic model") remains undisclosed — no paper, patent, or engineering post. The tinderpressroom.com 2019 blog has been dropped (>5 years). LoRA LLM is confirmed in safety/trust stack only, not in retrieval or ranking. Chemistry pilot is the most significant strategic signal in 2025: if it becomes default, Tinder's swipe-stack model ends. No FM confirmed in the matching decision layer. Classification RS-Dominant stands.
▼ Show more
medium.com/tinder-engineering — Geosharding Part 1 tinderengineering.ghost.io — Geosharding Part 3 lifeattinder.com — Photo Selector AI (2024) zenml.io — LoRA LLM safety stack (LLMOps talk) techcrunch.com — Chemistry pilot / swipe fatigue AI (Feb 2026)Medium
Hinge
Most Compatible + Discover feed
Gale-Shapley + "deep-learning recommender" (marketing claim)
RS-Dominant
Production
"Most Compatible" reportedly uses a Gale-Shapley stable matching algorithm to surface one mutual-preference match per day. Discover feed uses ML on engagement patterns. "We Met" post-date feedback loop provides real-world outcome labels. 2025–26 product updates: smarter prompt analysis, video content weighting, conversation success factors.
⚠ Low confidence — all architecture claims are marketing-only. No engineering blog, academic paper, or technical conference talk from Hinge has been published. The Gale-Shapley claim originates from a TechCrunch 2018 article citing Hinge marketing; the zendesk support page (circa 2018–19) has been dropped (>5 years + marketing copy only). "Deep-learning recommender" is a marketing label with no disclosed architecture. Users 8x more likely to date Most Compatible match is a self-reported figure. RS-Dominant classification is almost certainly correct but cannot be confirmed from primary sources.
▼ Show more
hinge.co — Hinge 2025 product evolution (newsroom)Low
Bumble
Match recommendations
Behavioral ML system (unnamed) + Private Detector (safety)
RS-Dominant
Production
Core matching architecture: proprietary ML, undisclosed. Signals inferred from product behavior: profile completeness, swipe selectivity, conversation quality, verification status. Safety ML (confirmed, primary-sourced): Private Detector — CNN-based unsolicited nude image classifier, originally built at Badoo, open-sourced by Bumble Inc. Rude Words Detector — multilingual transformer for message moderation at scale (Bumble Tech blog). Bumble publishes actively on safety ML and content moderation via its engineering blog; matching architecture has never been disclosed.
▼ Show more
restack.io source dropped (developer platform blog, no primary sourcing). Bumble is more transparent than Hinge on safety ML, less so on matching. "Beehive Score" is community speculation, not confirmed. No FM in matching decision layer confirmed. Private Detector open-sourced 2019 (Badoo), confirmed integrated into Bumble.
medium.com/bumble-tech — Rude Words Detector github.com/bumble-tech — Private Detector (open-source)Medium
OkCupid
Match feed + DoubleTake
Collaborative filtering via matrix factorisation + Vespa serving
RS-Dominant
Production
Each user like/pass is treated as a "vote." The interaction matrix is factorised via gradient descent into per-user voter and votee embedding vectors. The dot product of these vectors predicts like probability for unseen pairs. Embeddings are recomputed fresh daily to keep recommendations current. Candidates retrieved via Vespa (low-latency vector search engine) at serving time. The weighted-question geometric-mean compatibility formula (original OkCupid system from 2004) runs in parallel and contributes to the overall match score alongside the collaborative filtering component.
▼ Show more
Primary source: OkCupid Tech Blog 2021 — describes the production CF system in architectural detail (gradient descent, dot-product similarity, daily recompute, Vespa serving). This is one of the more transparent primary-source disclosures in the dating app vertical. Classification RS-Dominant: no FM in retrieval or ranking. Note: the original 2004 weighted-question formula is still referenced in the OkCupid product but the CF model is the primary algorithmic matching component.
▼ Show more
tech.okcupid.com — OkCupid CF + Vespa (2021)High
Valve / Steam
Store discovery
Interactive Recommender + Discovery Queue
RS-Dominant
Production
Neural network collaborative filtering trained on playtime histories. Content-agnostic (no tag dependency). User-adjustable popular↔niche and recent↔classic sliders. Discovery Queue uses revenue/popularity/tag signals.
Launched 2019 via Steam Labs. 10,000+ games purchased via system. "We don't think Steam should be pay to win." Valve unusually transparent.
gameworldobserver.com — Steam visibility gamedeveloper.com — Steam MLHigh
Epic Games
Store discovery
Tag/ratings system (basic)
RS-Dominant
Production(basic)
Primarily editorial curation + sales/promotions + basic categorical browsing. Ratings/polls system (random post-session selection, anti-review-bombing).
Far less sophisticated than Steam. Still building out basic recommendation infrastructure.
gamedeveloper.com — Epic ratingsLow
▸ News and media
Google / Google News
For You, Headlines
Google News Personalization
RS-Dominant
Production
Multi-signal personalization combining topic following, reading behavior, location, and search history. BERT/MUM integrated for content understanding (feature generation, not ranking). Exact ranking architecture not publicly disclosed in any recent primary source.
The 2007 Das et al. WWW paper has been dropped (>5 years old, describes a historical architecture). No recent primary engineering disclosure from Google News exists. Current system is inferred from Google's general ML practices and product behavior. Confidence downgraded to Low.
support.google.com — Google News publisher guidanceLow
Apple / Apple News
Top Stories, For You
Human editorial + algorithmic (unnamed)
RS-Dominant
Production
Human editors curate Top Stories. "For You" uses algorithmic personalization based on topics followed and reading behavior. Privacy-focused on-device processing.
Apple extremely opaque — no primary engineering disclosure on ranking architecture. The 2020 AAAI/ICWSM audit paper has been dropped (>5 years old). The 2019 Apple newsroom article has been dropped (>5 years old). No replacement primary source found. Row retained for completeness given Apple News scale (~125M monthly users) but all architectural claims are inference only. Confidence Low.
▼ Show more
No primary source — all known sources are either >5 years old or marketing-only.Low
Flipboard
For You, topic feeds
"Layer cake" AI + editorial
RS-Dominant
Production
Vetted publishers → AI filtering → editorial curation. Acquired Zite (CNN) in 2014 for content filtering and topic engine. Fediverse integration since Dec 2023.
Limited technical detail published. about.flipboard.com source is a marketing blog post, not an engineering disclosure — no primary technical source exists. Anti-misinformation filtering emphasized. Confidence downgraded to Low.
about.flipboard.com — Flipboard AI (marketing blog ⚠)Low
BBC
iPlayer, BBC News, BBC Sounds
EASER + metadata infusion
RS-Dominant
Production
Candidate generation → scoring → re-ranking with editorial/business rules. Collaborative filtering + tf-idf. EASER (linear autoencoder) enhanced with metadata. Cold-start via metadata-infused popularity model.
RecSys 2023. Fairness, impartiality, diversity are explicit optimization objectives. Editorial sign-off required. Research collaboration with UCL.
dl.acm.org — BBC EASER (RecSys 2023) medium.com/bbc-data-scienceHigh
▸ Advertising
Meta
FB/IG Ads (Facebook, Instagram, Messenger)
Andromeda (retrieval) + Lattice / GEM / Adaptive Ranking Model (ranking)
Andromeda: Dec 2024. GEM: mid-2025. Adaptive Ranking Model: Q4 2025. All deployed across FB+IG.
RS+FM Hybrid
behavioural
Production
Retrieval — Andromeda: Deep NN with hierarchical indexing on NVIDIA Grace Hopper / MTIA. Reduces tens of millions of ads to thousands of candidates. 10,000x model complexity increase over prior system. Jointly-trained hierarchical index and retrieval models. +6% recall, +8% ads quality. Dec 2024 launch. Ranking — Lattice + GEM + Adaptive Ranking Model: Lattice is the unified ads ranking architecture consolidating hundreds of surface/objective-specific models into a unified framework that generalises learnings across campaign objectives and surfaces. +12% ads quality, +6% conversions. GEM (Generative Ads Recommendation Model) is an LLM-scale foundation model (largest in industry for RecSys) that acts as a teacher: it does NOT directly rank ads at serving time, but transfers knowledge to Lattice's vertical models (VMs) via distillation, representation learning, and parameter sharing — without adding inference overhead. GEM trains on ads + organic interaction data; downstream VMs inherit its representations. +5% IG conversions, +3% FB Feed conversions (Q2 2025). Adaptive Ranking Model is serving infrastructure enabling O(1T) parameter runtime ads ranking models under latency constraints, via multi-card serving, FP8 selective quantisation, and graph/kernel specialisation. Launched on Instagram Q4 2025, +3% conversions, +5% CTR.
▼ Show more
GEM classification note: GEM does not directly serve ad rankings — it is "so computationally intensive that Meta can't actually use it directly to serve ads." GEM fails criterion 2 (decision-layer participation) at inference time. RS+FM Hybrid is justified by Andromeda alone: Andromeda is an FM (large-scale deep NN with hierarchical index, foundational role across all Meta ad surfaces, directly performs retrieval in production) that co-owns the decision layer alongside Lattice/VM rankers. GEM's contribution is real but operates through training-time knowledge transfer only — it shapes the VMs that do the ranking but is not itself in the serving path. FM basis: behavioural — Andromeda is a deep neural network trained on user-ad interaction signals (clicks, engagement patterns, conversion sequences) with sequence learning; no language pretraining, no text model in the serving path. The engineering blog notes a future planned transition to autoregressive loss — confirming it is not currently generative. GEM: uncertain (LLM-inspired, processes ad text, but no public confirmation of language pretraining checkpoint).
▼ Show more
engineering.fb.com — Andromeda (Dec 2024) engineering.fb.com — GEM (Nov 2025) engineering.fb.com — Adaptive Ranking Model (Mar 2026) facebook.com — Lattice + AI Innovation in AdsHigh
Google
Search Ads, Shopping, Performance Max
Ad Rank system
RS-Dominant
Production
Ad Rank = Bid × Quality Score × Extensions + Context. Smart Bidding (200+ signals per auction). Performance Max for cross-channel. BERT/MUM for query understanding (feature generation, not ranking).
Core auction mechanics unchanged. FM used for query understanding only.
support.google.com — Ad RankHigh
Microsoft
Bing Ads, Audience Network
Ad Rank system
RS-Dominant
Production
Auction-based ranking similar to Google. LinkedIn profile targeting integration (unique). Exact match priority over Performance Max (Dec 2025). Copilot for ad copy generation (not ranking).
$13.9B search ad revenue FY2025, 21% YoY growth. OpenAI tech for tools, not ad ranking decisions.
ads.microsoft.comMedium
Tencent
WeChat Moments, Channels, Official Accounts Ads
STEM/TIM + GPR + LEADRE
RS+FM Hybrid
semantic
Production
STEM: Traditional MoE with TIM temporal attention (RS-Dominant, KDD 2024). GPR: First end-to-end generative advertising rec framework with Semantic IDs + HEPO (FM-Dominant, 2025). LEADRE: LLM-based ad rec with DPO tuning (FM-Dominant, VLDB 2025). Multiple systems coexist.
STEM: +1.93% GMV. GPR and LEADRE confirmed deployed at scale ("tens of billions" of requests for LEADRE). Transition from traditional to generative ads underway. FM basis: ✓ semantic for LEADRE — explicitly "LLM-based ad recommendation with DPO tuning"; language model understanding of ad content and user intent is the core mechanism. GPR: behavioural — the generative model trains on interaction sequences over Semantic IDs; the process that constructed those IDs may incorporate text features but the serving model itself has no language pretraining and does not read text at inference. Same reasoning as GRID: offline ID construction using text signals does not make the serving model semantic. STEM/TIM: RS-Dominant component — traditional MoE with temporal attention, no FM involvement.
▼ Show more
arXiv:2403.00793 — STEM arXiv:2511.10138 — GPRHigh
Baidu
Advertising (feed ads: list-page, dual-column, short-video)
COBRA
FM-Dominant
behavioural
A/B Testing
Cascaded encoder-decoder combining sparse IDs (RQ-VAE) + dense vectors. Coarse-to-fine generation. BeamFusion inference.
Online A/B tested on 10% traffic, Jan 2025. +3.60% conversion, +4.15% ARPU. 200M+ daily users. FM basis: primarily behavioural — sparse IDs via RQ-VAE over item features, dense vectors from interaction signals. Coarse-to-fine generation over discrete ID sequences. RQ-VAE may incorporate item text features (plausible for ads which have text content) which could provide partial semantic grounding, but this is not explicitly confirmed in public sources. Treated as behavioural-dominant with possible partial semantic signal.
▼ Show more
arXiv:2503.02453 — COBRAHigh
ByteDance / Douyin
Douyin — Search Ads
HLLM
Hierarchical LLM
RS+FM Hybrid
semantic
A/B Testing
Two-tier LLM: Item LLM extracts content features, User LLM predicts interest. Scales to 7B params. Uses TinyLlama-1.1B or Baichuan2-7B.
HLLM-Creator validated on Douyin Search Ads: +0.476% Ads increase. Code open-sourced. FM basis: ✓ semantic — built on TinyLlama-1.1B or Baichuan2-7B, which are pretrained language models; their broad language pretraining enables semantic understanding of ad content and user intent. Note: these are pretrained LLM bases with domain fine-tuning — more than light adaptation (two-tier architecture designed for recommendation), but the GP base is noted.
▼ Show more
arXiv:2409.12740 — HLLM arXiv:2508.18118 — HLLM-CreatorHigh

We use cookies to analyse how the site is used. You can accept or decline analytics cookies.