MBGR: Multi-Business Prediction for Generative Recommendation at Meituan

TL;DR

This paper introduces MBGR, a novel generative recommendation framework tailored for multi-business scenarios, addressing issues of representation confusion and behavioral pattern modeling, validated through extensive experiments and deployment.

Contribution

MBGR is the first generative recommendation framework designed specifically for multi-business environments, incorporating business-aware semantic IDs, multi-business prediction, and dynamic label routing.

Findings

MBGR outperforms existing methods in offline and online tests.

Deployment in Meituan's platform demonstrates practical effectiveness.

Enhanced multi-business recommendation accuracy achieved.

Abstract

Generative recommendation (GR) has recently emerged as a promising paradigm for industrial recommendations. GR leverages Semantic IDs (SIDs) to reduce the encoding-decoding space and employs the Next Token Prediction (NTP) framework to explore scaling laws. However, existing GR methods suffer from two critical issues: (1) a \textbf{seesaw phenomenon} in multi-business scenarios arises due to NTP's inability to capture complex cross-business behavioral patterns; and (2) a unified SID space causes \textbf{representation confusion} by failing to distinguish distinct semantic information across businesses. To address these issues, we propose Multi-Business Generative Recommendation (MBGR), the first GR framework tailored for multi-business scenarios. Our framework comprises three key components. First, we design a Business-aware semantic ID (BID) module that preserves semantic integrity via domain-aware tokenization. Then, we introduce a Multi-Business Prediction (MBP) structure to provide business-specific prediction capabilities. Furthermore, we develop a Label Dynamic Routing (LDR) module that transforms sparse multi-business labels into dense labels to further enhance the multi-business generation capability. Extensive offline and online experiments on Meituan's food delivery platform validate MBGR's effectiveness, and we have successfully deployed it in production.