GenPage: Towards End-to-End Generative Homepage Construction at Netflix

Netflix's GenPage constructs recommendation rows and chooses the catalog items within them as a connected sequence. Each choice can depend on the user's context and what has already been placed on the page. Generation-time restrictions allow only eligible choices and enforce rules such as fixed row positions and deduplication.

In a 14-day online test, the system selected from existing production candidates and improved the engagement metric used for launch decisions. The company also reports 20% lower end-to-end serving latency than its mature multi-stage baseline. Combining ranking stages and generating only the first few items in each row sequentially helped make this page-level approach practical.