Improving Contextual Congruence Across Modalities for Effective Multimodal Marketing using Knowledge-infused Learning

Abstract: The prevalence of smart devices with the ability to capture moments in multiple modalities has enabled users to experience multimodal information online. However, large Language (LLMs) and Vision models (LVMs) are still limited in capturing holistic meaning with cross-modal semantic relationships. Without explicit, common sense knowledge (e.g., as a knowledge graph), Visual Language Models (VLMs) only learn implicit representations by capturing high-level patterns in vast corpora, missing essential contextual cross-modal cues. In this work, we design a framework to couple explicit commonsense knowledge in the form of knowledge graphs with large VLMs to improve the performance of a downstream task, predicting the effectiveness of multi-modal marketing campaigns. While the marketing application provides a compelling metric for assessing our methods, our approach enables the early detection of likely persuasive multi-modal campaigns and the assessment and augmentation of marketing theory.