Robust Interaction-Based Relevance Modeling for Online e-Commerce Search

Semantic relevance calculation is crucial for e-commerce search engines, as it ensures that the items selected closely align with customer intent. Inadequate attention to this aspect can detrimentally affect user experience and engagement. Traditional text-matching techniques are prevalent but often fail to capture the nuances of search intent accurately, so neural networks now have become a preferred solution to processing such complex text matching. Existing methods predominantly employ representation-based architectures, which strike a balance between high traffic capacity and low latency. However, they exhibit significant shortcomings in generalization and robustness when compared to interaction-based architectures. In this work, we introduce a robust interaction-based modeling paradigm to address these shortcomings. It encompasses 1) a dynamic length representation scheme for expedited inference, 2) a professional terms recognition method to identify subjects and core attributes from complex sentence structures, and 3) a contrastive adversarial training protocol to bolster the model's robustness and matching capabilities. Extensive offline evaluations demonstrate the superior robustness and effectiveness of our approach, and online A/B testing confirms its ability to improve relevance in the same exposure position, resulting in more clicks and conversions. To the best of our knowledge, this method is the first interaction-based approach for large e-commerce search relevance calculation. Notably, we have deployed it for the entire search traffic on alibaba.com, the largest B2B e-commerce platform in the world.
Comment: Accepted by ECML-PKDD'24 as Outstanding Paper. 8 pages, 2 figures, 7 tables