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GenRec: Towards LLM-Native Recommendation at Netflix

https://netflixtechblog.com/genrec-towards-llm-native-recommendation-at-netflix-f20be6f643e3
13•Anon84•1h ago

Comments

alt227•25m ago
Here we go, the start of LLMs plugged into everything. Do Netflix recommendations really need to use LLMs?

This post paints a very altruistic picture of how recommendations can be fed from user history, preferences, device and environment context etc. However they make no mention of needing to advertise content from paid clients, promote new releases, and increase views on certain underperforming content. I'm assuming that once their fancy LLM spits out some user recommendations, they are then run through another process to 'commercialise' the results before displaying them to the user.

wolttam•22m ago
It feels icky to me that they feed a log of what you’ve watched, when, and on what device, over to an LLM just to get back some recommendations.

Even though It’s probably exactly the type of thing I would do on a locally hosted LLM

jhack•13m ago
This sounds like data they've already been collecting, they're just using it in a different way.
BosunoB•13m ago
Spotify seems to use an LLM for their new DJ feature, and it honestly is way better than any other music recommendation service I've ever tried. It will give you music that actually sounds like the music you ask for.

What I'm excited for is Bumble's AI matchmaker. LLM categorization may actually be the key to a decent dating app.

eterm•3m ago
I've not seen any difference between the spotify "AI DJ" and their daily playlists, they literally just pick a song you like and run similar.

The only difference is that every so often the DJ yaps at you and rotates to a different playlist.

It's still absolutely nothing like a DJ, and spotify daily recommendations are still hopeless compared to what Google Music ( rip ) used to do, which actually was able to deliver diverse playlists based on recommendations.

Just chopping between different homogenous blocs is not a good experience.

jmbwell•13m ago
Okay. Well so if the model will tend to converge on the median of a user’s interests as measured by engagement… the user would have to depart from the recommendations to increase the odds of being recommended something surprising, no?

It’s interesting to see how Netflix evaluates RecSys internally, inferring from how they are comparing GenRec to it. In both cases the premise seems to be that users mainly want to engage with more of the same.

I would be even more interested in some kind of comparison to Netflix’s much earlier system for exchanging reviews and recommendations among a user’s human social group. Seems like there could be some insights around the input of fresh signals from aligned but not strictly conforming participants.

ofjcihen•12m ago
I’m curious as to what readers think Large Language Models will bring to the recommendations table that our current machine learning doesn’t.
trollbridge•10m ago
I’m curious too, as ML is pretty amazing; LLMs are one application of ML; LLMs have a much narrower good set of uses than broad ML.

You can use LLMs for things they are a bad fit for. I know someone who uses it like a spreadsheet to add sums of numbers, etc.

mvkel•11m ago
Netflix had an algorithm contest, when was it, like 20 years ago? A team made a highly effective content recommendation system and Netflix never used it. Why? It killed revenue.

Separately, there simply isn't enough content to recommend. It's not like you need help finding the perfect Wikipedia article. At any one time, there are ~50 things a user would probably watch.

Feels more like a soft pivot to cash in on AI valuations since Hollywood is cratering. Probably worth the investment.

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21•LorenDB•46m ago•12 comments

GenRec: Towards LLM-Native Recommendation at Netflix

https://netflixtechblog.com/genrec-towards-llm-native-recommendation-at-netflix-f20be6f643e3
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