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Netflix Details GenRec LLM-Native Recommendation Architecture in Production A/B Trials

Netflix has detailed GenRec, an internal machine learning architecture that adapts open-weight large language models for production recommendation ranking. The system replaces hand-crafted feature pipelines with natural-language context engineering, achieving measurable improvements in live A/B trials while reducing required training labels by up to 40 times. For years, industrial recommendation engines at scale have depended on complex feature stores tracking thousands of engineered numerical