FLUID: From Ephemeral IDs to Multimodal Semantic Codes for Industrial-Scale Livestreaming Recommendation

Modern recommender systems rely heavily on ID-based collaborative filtering: each item is represented by a unique ID embedding that accumulates collaborative signals from user interactions. Livestreaming recommendation, however, faces a unique challenge in this paradigm: a live room typically broadcasts for only tens of minutes, so its item ID remains poorly learned in a persistent cold-start state and ID-centric ranking models fail to generalize. We present FLUID, the first framework to fully retire the candidate-side item ID from a production-scale livestreaming ranker. FLUID introduces a cross-domain multimodal encoder, jointly trained on short videos and livestreams, to produce discrete hierarchical semantic codes, called LUCID, for content-based item characterization. To adapt the ranker to LUCID, FLUID further employs a staged warmup scheme: it first incorporates cold, slice-level LUCID as an independent token alongside the ID embedding, and then replaces the ID embedding with warm, room-level LUCID before online incremental training. Deployed on our industrial livestreaming recommenders with a cross-platform combined user base of over one billion globally, FLUID delivers significant online gains of +0.55% Quality Watch Duration, +2.05% Cold-Start Room Views, and +0.05% Active Hours.