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Register a new userAliMe MKG: A Multi-modal Knowledge Graph for Live-streaming E-commerce
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Added by
Guohai Xu
Publication date
2021
fields
Informatics Engineering
and research's language is
English
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Live streaming is becoming an increasingly popular trend of sales in E-commerce. The core of live-streaming sales is to encourage customers to purchase in an online broadcasting room. To enable customers to better understand a product without jumping out, we propose AliMe MKG, a multi-modal knowledge graph that aims at providing a cognitive profile for products, through which customers are able to seek information about and understand a product. Based on the MKG, we build an online live assistant that highlights product search, product exhibition and question answering, allowing customers to skim over item list, view item details, and ask item-related questions. Our system has been launched online in the Taobao app, and currently serves hundreds of thousands of customers per day.
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In this paper, we address multi-modal pretraining of product data in the field of E-commerce. Current multi-modal pretraining methods proposed for image and text modalities lack robustness in the face of modality-missing and modality-noise, which are two pervasive problems of multi-modal product data in real E-commerce scenarios. To this end, we propose a novel method, K3M, which introduces knowledge modality in multi-modal pretraining to correct the noise and supplement the missing of image and text modalities. The modal-encoding layer extracts the features of each modality. The modal-interaction layer is capable of effectively modeling the interaction of multiple modalities, where an initial-interactive feature fusion model is designed to maintain the independence of image modality and text modality, and a structure aggregation module is designed to fuse the information of image, text, and knowledge modalities. We pretrain K3M with three pretraining tasks, including masked object modeling (MOM), masked language modeling (MLM), and link prediction modeling (LPM). Experimental results on a real-world E-commerce dataset and a series of product-based downstream tasks demonstrate that K3M achieves significant improvements in performances than the baseline and state-of-the-art methods when modality-noise or modality-missing exists.
Pre-sales customer service is of importance to E-commerce platforms as it contributes to optimizing customers buying process. To better serve users, we propose AliMe KG, a domain knowledge graph in E-commerce that captures user problems, points of interests (POI), item information and relations thereof. It helps to understand user needs, answer pre-sales questions and generate explanation texts. We applied AliMe KG to several online business scenarios such as shopping guide, question answering over properties and recommendation reason generation, and gained positive results. In the paper, we systematically introduce how we construct domain knowledge graph from free text, and demonstrate its business value with several applications. Our experience shows that mining structured knowledge from free text in vertical domain is practicable, and can be of substantial value in industrial settings.
Recently, a new form of online shopping becomes more and more popular, which combines live streaming with E-Commerce activity. The streamers introduce products and interact with their audiences, and hence greatly improve the performance of selling products. Despite of the successful applications in industries, the live stream E-commerce has not been well studied in the data science community. To fill this gap, we investigate this brand-new scenario and collect a real-world Live Stream E-Commerce (LSEC) dataset. Different from conventional E-commerce activities, the streamers play a pivotal role in the LSEC events. Hence, the key is to make full use of rich interaction information among streamers, users, and products. We first conduct data analysis on the tripartite interaction data and quantify the streamers influence on users purchase behavior. Based on the analysis results, we model the tripartite information as a heterogeneous graph, which can be decomposed to multiple bipartite graphs in order to better capture the influence. We propose a novel Live Stream E-Commerce Graph Neural Network framework (LSEC-GNN) to learn the node representations of each bipartite graph, and further design a multi-task learning approach to improve product recommendation. Extensive experiments on two real-world datasets with different scales show that our method can significantly outperform various baseline approaches.
In this paper, we propose a new product knowledge graph (PKG) embedding approach for learning the intrinsic product relations as product knowledge for e-commerce. We define the key entities and summarize the pivotal product relations that are critical for general e-commerce applications including marketing, advertisement, search ranking and recommendation. We first provide a comprehensive comparison between PKG and ordinary knowledge graph (KG) and then illustrate why KG embedding methods are not suitable for PKG learning. We construct a self-attention-enhanced distributed representation learning model for learning PKG embeddings from raw customer activity data in an end-to-end fashion. We design an effective multi-task learning schema to fully leverage the multi-modal e-commerce data. The Poincare embedding is also employed to handle complex entity structures. We use a real-world dataset from grocery.walmart.com to evaluate the performances on knowledge completion, search ranking and recommendation. The proposed approach compares favourably to baselines in knowledge completion and downstream tasks.
Building a recommendation system that serves billions of users on daily basis is a challenging problem, as the system needs to make astronomical number of predictions per second based on real-time user behaviors with O(1) time complexity. Such kind of large scale recommendation systems usually rely heavily on pre-built index of products to speedup the recommendation service so that online user waiting time is un-noticeable. One important indexing structure is the product-product index, where one can retrieval a list of ranked products given a seed product. The index can be viewed as a weighted product-product graph. In this paper, we present our novel technologies to efficiently build such kind of indexed product graphs. In particular, we propose the Swing algorithm to capture the substitute relationships between products, which can utilize the substructures of user-item click bi-partitive graph. Then we propose the Surprise algorithm for the modeling of complementary product relationships, which utilizes product category information and solves the sparsity problem of user co-purchasing graph via clustering technique. Base on these two approaches, we can build the basis product graph for recommendation in Taobao. The approaches are evaluated comprehensively with both offline and online experiments, and the results demonstrate the effectiveness and efficiency of the work.
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