Abstract: A recommendation reason generation method is disclosed in the present disclosure, including: obtaining, according to search data of a target user, at least one recalled result for the search data; and obtaining a recommendation reason of each recalled result by using a preset intelligent question answering model according to the search data, the at least one recalled result, and a target user profile of the target user. The intelligent question answering model is a first machine learning model obtained through training according to at least one sample question answering data combination, and the sample question answering data combination includes: a sample user profile and historical comment data of at least one sample user, a recommendation object corresponding to the historical comment data, and historical search data of the sample user for the recommendation object.