CrossEM: A Prompt Tuning Framework for Cross-Modal Entity Matching

Entity matching (EM) aims to identify equivalent entities across different data sources. Current EM assumes that these data are either homogeneous with aligned schema or heterogeneous but can be transformed into a unified modality. There is an urgent need to consider the entities with different modalities to support practical application scenarios over data lakes such as multi-modal data integration and recommendation system. It is impractical to unify their data modalities. To support EM on heterogeneous entity with different data formats and modalities, we propose cross-modal entity matching in this paper. Inspired by the promising performance achieved by recent pre-trained models, we perform cross-modal entity matching by prompt-tuning pre-trained multi-modal large models (MMLMs) in an unsupervised manner. However, the prompt-tuning faces three challenging issues: (i) objective gap between pre-training and tuning of MMLMs; (ii) data modality gap between the inputs of MMLMs and our matching task; (iii) prompt efficiency on large data. Therefore, we firstly propose a novel EM framework (namely, CrossEM) that addresses cross-modal EM as a matching probability problem with specific prompt-tuning. Secondly, two alternative prompt generation methods are designed to extract structural knowledge from heterogeneous data to overcome the data modality gap with pre-trained models. Thirdly, we present an improved matching framework (namely, CrossEM+) to boost the prompt efficiency on large heterogeneous data. Experimental evaluations verify that our methods significantly outperform the state-of-the-art approaches on three benchmarks. Furthermore, our case study highlights the considerable potential of cross-modal EM in improving the performance of downstream tasks, thereby benefitting a wider range of research areas.