OneRec

OneReason: Activating Chain-of-Thought Reasoning in Generative Recommendation Models

Researchers from the OneRec team introduce OneReason, a framework for enabling reasoning capabilities in generative recommendation models deployed across short-video, live-streaming, advertising, and e-commerce. The work identifies a key failure mode — that naive thinking-mode integration does not outperform non-thinking baselines — and diagnoses this as a deficit in two factors: itemic token perception and user behavior cognition. The proposed solution combines perception-focused pre-training, a three-level cognition-enhanced CoT format for supervised fine-tuning, and a specialize-then-unify RL training recipe.