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  • https://doi.org/10.1145/3746252.3760940Copy DOI Icon

Leveraging Large Language Models for Complementary Product Ads Recommendation

  • Nov 10, 2025
  • Byung Eun Jeon +2 more
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Abstract

Recommending complementary products1 that fulfill a joint need (e.g., phone case for smartphone) are often overlooked by dynamic product advertising (DPA) systems despite their success on e-Commerce websites such as Amazon. Existing works on complementary product recommendation focus on mining frequently co-purchased products but suffer from low accuracy as co-purchased products are not always complements to each other. More recent works rely on human annotators to clean co-purchased product pairs and use to train end-to-end models for complementary product recommendation. However, unlike e-commerce websites, DPA systems usually do not have access to users' complete shopping history, making the identification of co-purchased products challenging. Moreover, depending on the product types, identifying the complements of a given product may require extensive domain knowledge that is not present in a pair of complementary products. In this work, we propose a novel generate-and-retrieval paradigm to make complementary product recommendations and explore the use of LLMs for this task. Specifically, we rely on LLMs to generate queries that describe the complements of an original product. The generated queries are then used to retrieve relevant products from a product index. The retrieved products are expected to be complementary to the original product. We design experiments using the public Amazon ESCI datasets and compare in-context learning with parameter efficient fine-tuning using models from the GPT and Gemini families for complementary product generation. Our evaluation shows that by leveraging the extensive knowledge of LLMs on product relationship, using only a small number of human-annotated examples, pre-trained LLMs with proper prompt outperform LLMs fine-tuned with tens of thousands human-annotated examples.

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