Large-scale personalization is shifting from embedding-table retrieval to LLM-based recommenders that generate the Semantic ID (SID) of the item to recommend, where each SID is a short sequence of discrete hierarchical content codes. A single instruction-tuned model can then unify retrieval, content understanding, and language, and recommend brand-new titles from their content alone using SID; then, how should the model generate the SID? Traditionally, models rely on a single language modeling head that generates tokens autoregressively, typically using constrained beam search. In contrast, an emerging body of work explores multi-token prediction (MTP), where dedicated heads predict all tokens in parallel, substantially reducing the decoding latency associated with beam search. We report an industry-scale, apples-to-apples comparison of these two generation paradigms: single-head autoregressive decoding vs. MTP. We introduce a new auxiliary ranking loss, defined over the joint SID score, to train the MTP objective. We evaluate the SID training objectives on both quality and training/inference cost, inside a multi-task LLM that jointly does personalized retrieval, content question-answering (QA), and instruction following over a large streaming-media catalog. Our experiments show single-head beam search consistently beats MTP on most product-critical metrics: ranking and content QA, and trains at roughly 2.6x lower dollar cost on Qwen3-8B scale; MTP wins only on raw inference throughput. Around this finding, we detail an efficient training and inference stack and report end-to-end gains over the previous non-SID baseline equipped with an auxiliary ranking head: +77% item cold-start ranking, +22% content-QA accuracy, +2.8x faster training, with language metric regression traced to SID vocabulary expansion. We address the language regression by reinforcement learning post training.

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