Self-X heterogeneous attributed graph embedding-based product configuration framework for cognitive mass personalization

Cognitive mass personalization (CMP) is a promising manufacturing paradigm; equipped with cognitive capabilities like reasoning, CMP satisfies changeable needs via configuring personalized products at scale. In CMP, knowledge graphs (KGs) are exploited by smart product-service systems (SPSS) to support cognitive configuration/reconfiguration processes. However, the extant KG-enabled SPSSs are built upon fixed configurations and hybrid frameworks due to lacking a graph embedding (GE) model to render cognitive configuration decisions. In fact, GE is scarcely used in SPSS configuration, because it is not only compromised by the heterogeneity of KGs entailed by content-related specifications and complex structures but also influenced by the feature randomness and feature drift problems, which are triggered by accumulative errors and inconsistent objectives due to noisy assignments and different configuration tasks, separately. To address these limitations, a Self-X Heterogeneous Attributed Graph Embedding (SXHAGE) model is proposed in a Self-X architecture, which includes 1) self-attention graph attention networks, 2) a self-adaptive autoencoder, and 3) self-optimizing training objectives, to present heterogeneous data through jointly optimizing heterogeneous attributed entities and relations. A systematic SXHAGE-based configuration framework, in which product family design and configuration recommending are enabled by graph clustering and link prediction, is developed as a continuous updating loop to proactively configure personalized products. A real-world case study, i.e., configure personalized electric clippers via a web-based sustainable configuration platform, is performed to validate the applicability of the proposed framework in the CMP context. Moreover, extensive experiments on the case study dataset demonstrate the superiority of SXHAGE over the state-of-the-art algorithms, e.g., surpassing Deep Neighbor-Aware Embedding (DNENC) by 18 % in F1-score for graph clustering and by 5 % in ROC-AUC for link prediction.