generative recall

Tencent Advertising Technology

Jan 9, 2025 · Artificial Intelligence

Applying Large Language Models to Search Advertising: End‑to‑End Generative Recall and System Optimizations

This report details how large language models (LLMs) were integrated into Tencent's search advertising pipeline—from early extraction‑distillation experiments in 2023 to a 2024 end‑to‑end generative recall architecture—showing significant improvements in relevance, diversity, and revenue through knowledge injection, supervised fine‑tuning, constrained beam‑search decoding, and high‑performance inference services.