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2017 年,Ilya Sutskever 读到《Attention Is All You Need》时,立即意识到”这就是我们需要的一切”。OpenAI 随即放弃了 RNN/LSTM 路线,全面转向 Transformer,催生出整个 GPT 系列。Transformer 的并行能力让他们得以实现一直相信的 Scaling 路径。八年后的今天,推荐系统终于走到了同样的路口。 2024 年之前,推荐领域有了 HSTU、TIGER 这样的工作,但大多数团队还在观望。2025 年,我观察到一个明显的转变:大家开始认真地把排序模型 Dense Scaling Up,搞生成式召回和端到端推荐。这很像 2017 年——当时大家忙着把 LR/GBDT/FM 切换到 Deep Model 和双塔,切换过程持续了一两年,之后再没人回头。我的判断是,2026 年将是推荐系统 All-In Transformer 的一年,不改变就落后。
Two technical threads dominate Week 11 of 2026 (March 8–14) in recommendation system research. First, generative recommendation (GR) is undergoing full-stack optimization — transitioning from "making it work" to "making it work well, fast, and fairly" — Netflix/Meta's exponential reward-weighted SFT addresses post-training alignment, LinkedIn's causal attention reformulation halves sequence length, Kuaishou's FP8 quantization reduces OneRec-V2 inference latency by 49%, and Alibaba's differentiable geometric indexing eliminates long-tail bias at its root. Five papers advance GR's industrial maturity across five dimensions. Second, LLM-based recommendation is shifting from "single-pass inference" toward an agentic paradigm — Meta's VRec inserts verification steps into reasoning chains, Meituan's RecPilot replaces traditional recommendation lists with a multi-agent framework, USTC's TriRec introduces tri-party coordination for the first time, and RUC/JD's RecThinker enables autonomous tool invocation.
Industrial recommendation ranking shifts to systematic scaling engineering. Alibaba's SORT achieves orders +6.35%, Kuaishou's FlashEvaluator and SOLAR optimize evaluator and attention efficiency, ByteDance's HAP enables adaptive compute budget allocation. Generative recommendation enters objective alignment phase. 36 papers analyzed.