Dekai Sun, Yiming Liu, Jiafan Zhou, Xun Liu, Chenchen Yu, Yi Li, Jun Zhang, Huan Yu 等 9 位作者
The end-to-end generative paradigm is revolutionizing advertising recommendation systems, driving a shift from traditional cascaded architectures towards unified modeling. However, practical deployment faces three core challenges: the misalignment between interest objectives and business value, the target-agnostic limitation of generative processes, and the disconnection between generation and ranking stages. Existing solutions often fall into a dilemma where single-stage fusion induces optimization tension, while stage decoupling causes irreversible information loss. To address this, we propose OneRanker, achieving architectural-level deep integration of generation and ranking. First, we design a value-aware multi-task decoupling architecture. By leveraging task token sequences and causal mask, we separate interest coverage and value optimization spaces within shared representations, effectively alleviating target conflicts. Second, we construct a coarse-to-fine collaborative target awareness mechanism, utilizing Fake Item Tokens for implicit awareness during generation and a ranking decoder for explicit value alignment at the candidate level. Finally, we propose input-output dual-side consistency guarantees. Through Key/Value pass-through mechanisms and Distribution Consistency (DC) Constraint Loss, we achieve end-to-end collaborative optimization between generation and ranking. The full deployment on Tencent's WeiXin channels advertising system has shown a significant improvement in key business metrics (GMV - Normal +1.34\%), providing a new paradigm with industrial feasibility for generative advertising recommendations.
Chenchen Yuan Technical University of Munich, Zheyu Zhang Technical University of Munich, Gjergji Kasneci Technische Universität München and University of Tuebingen
Large language models often display heterogeneous moral preferences across settings. We study inference-time steering toward a desired ethical framework while preserving general competence. We present Convergent-Divergent Routing, which traces and edits minimal branch points inside transformer blocks where ethical-framework-related pathways first converge and then diverge. Gating non-target branches at these loci blocks the downstream propagation while leaving upstream computations intact. We find that this intervention alone increases targeted ethical-framework reasoning. To achieve fine-grained control, we adapt Common Spatial Patterns to the residual stream and extract, for each branch-point layer, a pair of directions that discriminate between utilitarian and deontological frameworks. We then introduce Dual Logit Calibration, a closed-form, minimum-\ell_2-norm update that moves the residual within this two-dimensional subspace so the resulting directional projections align with user-specified preference weights. Experiments on real-life moral dilemmas show that our method reliably achieves preference calibration and largely preserves general capabilities, outperforming recent baselines while providing an interpretable mechanism.
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cs.CL
Proceedings of the 64th Annual Meeting of the Association for Computational Linguistics (Volume 1: Long Papers) · 2026 · 正式发表