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

What this post added

This post introduces GenPage, a novel approach to Netflix homepage construction using a single generative transformer model. It shifts from a multi-stage pipeline to an end-to-end autoregressive generation process, treating user context as a prompt and the homepage as a tokenized sequence. Key technical contributions include custom domain-specific tokenization for computational efficiency and product control, representing both context and the structured homepage layout as tokens, and exploring whole-page optimization via reinforcement learning. The post also details challenges in production, such as serving latency, entity cold start, and enforcing business rules, and presents production impact and offline findings.