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Personalizing
“The Netflix Experience”
with Deep Learning
Anoop Deoras
AI NextCon, Seattle
01/23/2019
@adeoras
● Personalization and Recommendations at Netflix
● Discuss evolution of latent models in the Recommender System space
● Showcase some experimental results and interesting findings
● Take away points
Theme of the talk
Netflix
~139M Members, 190 Countries
● Recommendation Systems are means to an end.
● Our primary goal:
○ Maximize Netflix member’s enjoyment of the selected show
■ Enjoyment integrated over time
○ Minimize the time it takes to find them
■ Interaction cost integrated over time
Personalization
● Personalization
Ordering of the titles in each row is personalized
From what shows to recommend
Selection and placement of the row types is personalized
... To how to construct the page
Personalized images.
Profile 1 Profile 2
... To what images to select
Personalized messages.
... To what email messages to send
Everything is a recommendation!
Personalization: A note on
practicality
● When the catalog size is very large, recommendations are the only saving grace.
Just these ? Show them all...
Convinced ?
Personalization and Its Design
Considerations
● A good Recommender Systems should therefore consider:
○ What to recommended
■ Relevant content appeals to our members
○ How to recommended
■ Appealing presentation increases their joy
What and How to Model
● We try to model
○ User’s taste
○ Context
■ Time
■ Device
■ Country
■ Language
■ …
○ Difference in catalogue and local tastes
■ What is popular in US may not be popular in India
■ Not available != Not Popular
○ Presentation
What and How to Model
● We try to model
○ User’s taste
○ Context
■ Time
■ Device
■ Country
■ Language
■ …
○ Difference in catalogue and local tastes
■ What is popular in US may not be popular in India
■ Not available != Not Popular
○ Presentation
Basic Intuition behind Recommender
System Algorithms
Basic Intuition
● Imagine you walked into a room full of movie enthusiasts, from all over the world,
from all walks of life, and your goal was to come out with a great movie
recommendation.
● Would you obtain popular vote ? Would that satisfy you ?
Basic Intuition
● Now consider forming groups of people with similar taste based on the videos that
they previously enjoyed.
Basic Intuition
● Describe yourself using what you have watched.
● Try to associate yourself with these groups and obtain a weighted “personalized”
popularity vote.
Latent Models for
Recommendation
● Linear Family
○ Latent Factor Models -- Matrix Factorization (MF)
○ Latent Dirichlet Allocation (LDA)
● Non Linear Family -- Deep Learning
○ Variational Autoencoder
○ Feedforward Neural Networks
○ Sequential Neural Networks (RNNs)
○ Convolutional Neural Networks
Latent Models
Matrix Factorization: Training
Matrix Factorization: Training
Matrix Factorization: Scoring
P
Q
Users
Videos
Linear Factor
Interaction
User factor
for user-i
Item factor for
video-j
Topic Models (Latent Dirichlet Alloc)
K
U
P
α θ φt v
β
Total
Topics
Taste
Convex Combinations of
topics proportions and movie
proportions within topic
Topic Models (LDA): Scoring
P
Q
Users
Videos Distribution
over topics
for user-i
Topic
Conditional
distribution for
video-j
Variational Autoencoders
zu
u
Taste
fθ
𝞵 𝞼
u
Encoder
Decoder
fѰ
fѰ
DNN
Soft-max over entire vocabulary
Liang et al. (2018), Variational Autoencoders for Collaborative Filtering, WWW.
Next Play Models
Neural Multi Class Models
play (t-n)
...
play (t-1)
cntxt
Soft-max over entire vocabulary
play
(t-n)...
play
(t-1)cntxt
Soft-max over entire vocabulary
N-GRAM BoW-n
Feed
Forward User,Cntxt
P(next-video | <user, cntxt>)
Neural Multi Class Models
play
(t-1)
cntxt
Soft-max over entire vocabulary
state
(t-1)
RNN Family
play
(t-2)
...
play
(t-1)
Soft-max over entire vocabulary
cntxt
play
(t-4)play
(t-3)
play
(t-n)play
(t-n+1)
CNN Family
state
(t)
Recurrent
Convolutn
P(next-video | <user, cntxt>)
Results (internal Netflix dataset)
Interpreting a CNN CF Model
● Deeper CNN layers have discovered higher level features in images:
○ Edges
○ Faces etc
● What would a CNN learn if it is trained on user-item interaction dataset?
○ Can it discover semantic topics ?
Interpreting a CNN CF Model
HorroR Filter
Kids Filter
Narcotics Filter
Concluding Remarks
Take Away Points
● Linear models
○ Presented a unified view of various latent factor models
○ Discussed limited modeling capacity ⇒ inferior prediction power
● Non-Linear (Deep Learning) models
○ Encoding of rich nonlinear user item interaction ⇒ superior prediction power
○ Discussed how VAEs can be thought of as non linear LDA
○ Showcased how ‘Next Play models’ model directly the task at hand
Some challenging Problems
● Modeling User Context in these frameworks
● Modeling differences in local tastes and catalog differences
○ How to impute for missing plays
○ Censored cross entropy loss
● Unification of various recommender systems
○ Movie recommender, Page builder, Art work selector and many more
● How to minimize production bias
○ Correlation is not Causation
● Long term reward -- User joy
○ Reinforcement Learning
Thank you
Anoop Deoras: adeoras@netflix.com
@adeoras

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Personalizing "The Netflix Experience" with Deep Learning

  • 1. Personalizing “The Netflix Experience” with Deep Learning Anoop Deoras AI NextCon, Seattle 01/23/2019 @adeoras
  • 2. ● Personalization and Recommendations at Netflix ● Discuss evolution of latent models in the Recommender System space ● Showcase some experimental results and interesting findings ● Take away points Theme of the talk
  • 4. ~139M Members, 190 Countries
  • 5. ● Recommendation Systems are means to an end. ● Our primary goal: ○ Maximize Netflix member’s enjoyment of the selected show ■ Enjoyment integrated over time ○ Minimize the time it takes to find them ■ Interaction cost integrated over time Personalization ● Personalization
  • 6. Ordering of the titles in each row is personalized From what shows to recommend
  • 7. Selection and placement of the row types is personalized ... To how to construct the page
  • 8. Personalized images. Profile 1 Profile 2 ... To what images to select
  • 9. Personalized messages. ... To what email messages to send
  • 10. Everything is a recommendation!
  • 11. Personalization: A note on practicality ● When the catalog size is very large, recommendations are the only saving grace.
  • 12. Just these ? Show them all...
  • 14. Personalization and Its Design Considerations ● A good Recommender Systems should therefore consider: ○ What to recommended ■ Relevant content appeals to our members ○ How to recommended ■ Appealing presentation increases their joy
  • 15. What and How to Model ● We try to model ○ User’s taste ○ Context ■ Time ■ Device ■ Country ■ Language ■ … ○ Difference in catalogue and local tastes ■ What is popular in US may not be popular in India ■ Not available != Not Popular ○ Presentation
  • 16. What and How to Model ● We try to model ○ User’s taste ○ Context ■ Time ■ Device ■ Country ■ Language ■ … ○ Difference in catalogue and local tastes ■ What is popular in US may not be popular in India ■ Not available != Not Popular ○ Presentation
  • 17. Basic Intuition behind Recommender System Algorithms
  • 18. Basic Intuition ● Imagine you walked into a room full of movie enthusiasts, from all over the world, from all walks of life, and your goal was to come out with a great movie recommendation. ● Would you obtain popular vote ? Would that satisfy you ?
  • 19. Basic Intuition ● Now consider forming groups of people with similar taste based on the videos that they previously enjoyed.
  • 20.
  • 21.
  • 22.
  • 23. Basic Intuition ● Describe yourself using what you have watched. ● Try to associate yourself with these groups and obtain a weighted “personalized” popularity vote.
  • 25. ● Linear Family ○ Latent Factor Models -- Matrix Factorization (MF) ○ Latent Dirichlet Allocation (LDA) ● Non Linear Family -- Deep Learning ○ Variational Autoencoder ○ Feedforward Neural Networks ○ Sequential Neural Networks (RNNs) ○ Convolutional Neural Networks Latent Models
  • 28. Matrix Factorization: Scoring P Q Users Videos Linear Factor Interaction User factor for user-i Item factor for video-j
  • 29. Topic Models (Latent Dirichlet Alloc) K U P α θ φt v β Total Topics Taste Convex Combinations of topics proportions and movie proportions within topic
  • 30. Topic Models (LDA): Scoring P Q Users Videos Distribution over topics for user-i Topic Conditional distribution for video-j
  • 31. Variational Autoencoders zu u Taste fθ 𝞵 𝞼 u Encoder Decoder fѰ fѰ DNN Soft-max over entire vocabulary Liang et al. (2018), Variational Autoencoders for Collaborative Filtering, WWW.
  • 33. Neural Multi Class Models play (t-n) ... play (t-1) cntxt Soft-max over entire vocabulary play (t-n)... play (t-1)cntxt Soft-max over entire vocabulary N-GRAM BoW-n Feed Forward User,Cntxt P(next-video | <user, cntxt>)
  • 34. Neural Multi Class Models play (t-1) cntxt Soft-max over entire vocabulary state (t-1) RNN Family play (t-2) ... play (t-1) Soft-max over entire vocabulary cntxt play (t-4)play (t-3) play (t-n)play (t-n+1) CNN Family state (t) Recurrent Convolutn P(next-video | <user, cntxt>)
  • 36. Interpreting a CNN CF Model ● Deeper CNN layers have discovered higher level features in images: ○ Edges ○ Faces etc ● What would a CNN learn if it is trained on user-item interaction dataset? ○ Can it discover semantic topics ?
  • 37. Interpreting a CNN CF Model HorroR Filter Kids Filter Narcotics Filter
  • 39. Take Away Points ● Linear models ○ Presented a unified view of various latent factor models ○ Discussed limited modeling capacity ⇒ inferior prediction power ● Non-Linear (Deep Learning) models ○ Encoding of rich nonlinear user item interaction ⇒ superior prediction power ○ Discussed how VAEs can be thought of as non linear LDA ○ Showcased how ‘Next Play models’ model directly the task at hand
  • 40. Some challenging Problems ● Modeling User Context in these frameworks ● Modeling differences in local tastes and catalog differences ○ How to impute for missing plays ○ Censored cross entropy loss ● Unification of various recommender systems ○ Movie recommender, Page builder, Art work selector and many more ● How to minimize production bias ○ Correlation is not Causation ● Long term reward -- User joy ○ Reinforcement Learning
  • 41. Thank you Anoop Deoras: adeoras@netflix.com @adeoras