Devansh Tandon, a researcher at Meta, discusses the emerging field of Large Language Model (LLM)-based recommender systems (RecSys) at the AI Engineer World's Fair. He makes two main arguments: first, that RecSys scale similarly to LLMs and are still early in their scaling curve; second, that LLM-based recommenders will become one of the biggest consumer applications of AI.
He draws a parallel between empirical LLM scaling laws, which show that performance improves predictably with increased compute, dataset size, and parameters (power-law scaling), and the scaling behavior of recommender systems. Before the current wave of LLMs, RecSys were already among the largest production ML models in big tech, serving billions of daily active users. Tandon presents data from Meta (papers like "Actions Speak Louder than Words" and "Bending the Scaling Law Curve in Large-Scale Recommendation Systems") demonstrating similar power-law scaling curves for recommendation quality (e.g., offline AUC gains) as computational resources and data increase. This scaling directly translates to product impact, such as a 30% year-over-year increase in Instagram Reels watch time due to optimized ranking architecture and longer user interaction sequences.
He introduces the concept of a "Tokens In, Engagement Out" flywheel for consumer AI: model training leads to model inference (tokens in), which drives consumer engagement (DAUs, time spent), leading to monetization (ads, subscriptions), which then funds further model training. This flywheel is central to many consumer apps, including content feeds and AI chat applications.
Tandon outlines four recommendation paradigms representing the industry's progression:
1. Traditional RecSys: Focused on feature engineering and user/content embeddings, often using two-tower sparse networks and rankers. Most production systems are still here, but model development in this phase will be accelerated by AI agents handling feature engineering.
2. LLM-Inspired: Scaling a single generative backbone by incorporating LLM ideas like transformers, attention mechanisms, and scaling laws, trained from scratch for RecSys tasks. This is where many leading RecSys are currently operating.
3. LLM-Native: Starting from a base general LLM and adapting it for RecSys tasks. These models understand both natural language (English) and Semantic IDs (SID). They benefit from LLM capabilities like world knowledge, reasoning, and being steerable with language. Examples include the Tiger and PLUM papers.
4. Agentic: Orchestrating RecSys models in a loop, akin to code agents planning, retrieving, ranking, critiquing, and refining through tool calls. This is an emerging research area where LLMs act as intelligent controllers over multiple RecSys components.
The talk then delves into the LLM-Recommender Recipe, a five-layer cake for building LLM-Native recommenders:
1. Semantic ID: Tokenizing content to capture its essence into an atomic token. This provides a stable representation (unlike constantly shifting hash IDs) and achieves compression. For example, a 3-minute Instagram Reel might be 10,000 standard LLM tokens, but compressed to O(10) tokens with Semantic ID, allowing reasoning over long user interaction sequences. The process involves taking IG content, extracting features (title, description, transcript, audio, video frames), feeding them into an embedding module, and then quantizing into SIDs using a Residual Vector Quantization Module.
2. Base LLM Backbone: Starting with a 1P LLM (internal first-party) or Open Weights LLM as the foundation model. This backbone is shared across product surfaces.
3. Pre-Training: Training the LLM to understand both English and SID languages. Tasks include grounding SIDs to English natural language using synthetic text pairs and masking items in user interaction history to predict next-item interactions using SID sequences. This makes the LLM "bilingual" (English <-> domain language).
4. Post-Training: Steering the pre-trained model toward specific RecSys outcomes like predicting engagement actions, reasoning/explanation of recommendations, and user understanding. An example is an LLM-RecsRanker that takes user info and candidate videos, generates Chain-of-Thought (CoT) reasoning traces (e.g., topic interests, engagement style, creator affinity), and then re-ranks the content. This transparency allows inspection of the model's decision-making process.
5. Product Surface Deployment: Deploying the LLM-native model across various product surfaces with light surface-specific data and fine-tuning. This architecture allows compute to be shared across surfaces, avoiding redundant training from scratch.
Crucially, Tandon highlights how LLM-driven recommenders enable new ways for users to steer their feed, shifting from "black box" algorithms to interactive, steerable algorithms. Users can express preferences in natural language (e.g., "show me more FIFA World Cup content") rather than just likes or shares, and the algorithm can explain its recommendations in natural language. Examples from Spotify (prompted playlists), YouTube (custom feeds), and DoorDash (AI chat for ordering) demonstrate this emerging interactive paradigm.
Finally, Tandon emphasizes that LLM-RecSys are structurally more token-efficient than AI Chat applications. Content feeds (e.g., Instagram, TikTok, YouTube) use models with 1-10 billion active parameters and output O(10) pointer tokens (Semantic IDs) that address existing content. The content itself is uploaded by user-generated content (UGC) creators, making the content supply effectively free. In contrast, AI chat apps (e.g., Gemini, ChatGPT, Claude) use larger models (10-100 billion active parameters) and output O(1k) to O(100k) tokens, manufacturing every token at inference time. This leads to a significant structural gap in inference cost per engagement hour, with content feeds being 100x or more cheaper than AI chat, as they decode pointers to content rather than the content itself. This makes LLM-RecSys a highly token-efficient and significant consumer AI application, with exciting research and product directions ahead, including consumer agents and recommendation agents.