Recent advances in multimodal models have raised questions about whether vision-and-language models (VLMs) integrate cross-modal information in ways that reflect human cognition. One well-studied test case in this domain is the bouba-kiki effect, where humans reliably associate pseudowords like `bouba' with round shapes and `kiki' with jagged ones. Given the mixed evidence found in prior studies for this effect in VLMs, we present a comprehensive re-evaluation focused on two variants of CLIP, ResNet and Vision Transformer (ViT), given their centrality in many state-of-the-art VLMs. We apply two complementary methods closely modelled after human experiments: a prompt-based evaluation that uses probabilities as a measure of model preference, and we use Grad-CAM as a novel approach to interpret visual attention in shape-word matching tasks. Our findings show that these model variants do not consistently exhibit the bouba-kiki effect. While ResNet shows a preference for round shapes, overall performance across both model variants lacks the expected associations. Moreover, direct comparison with prior human data on the same task shows that the models' responses fall markedly short of the robust, modality-integrated behaviour characteristic of human cognition. These results contribute to the ongoing debate about the extent to which VLMs truly understand cross-modal concepts, highlighting limitations in their internal representations and alignment with human intuitions.

Humans have clear cross-modal preferences when matching certain novel words to visual shapes. Evidence suggests that these preferences play a prominent role in our linguistic processing, language learning, and the origins of signal-meaning mappings. With the rise of multimodal models in AI, such as vision- and-language (VLM) models, it becomes increasingly important to uncover the kinds of visio-linguistic associations these models encode and whether they align with human representations. Informed by experiments with humans, we probe and compare four VLMs for a well-known human cross-modal preference, the bouba-kiki effect. We do not find conclusive evidence for this effect but suggest that results may depend on features of the models, such as architecture design, model size, and training details. Our findings inform discussions on the origins of the bouba-kiki effect in human cognition and future developments of VLMs that align well with human cross-modal associations.

BERT-type structure has led to the revolution of vision-language pre-training and the achievement of state-of-the-art results on numerous vision-language downstream tasks. Existing solutions dominantly capitalize on the multi-modal inputs with mask tokens to trigger mask-based proxy pre-training tasks (e.g., masked language modeling and masked object/frame prediction). In this work, we argue that such masked inputs would inevitably introduce noise for cross-modal matching proxy task, and thus leave the inherent vision-language association under-explored. As an alternative, we derive a particular form of cross-modal proxy objective for video-language pre-training, i.e., Contrastive Cross-modal matching and denoising (CoCo). By viewing the masked frame/word sequences as the noisy augmentation of primary unmasked ones, CoCo strengthens video-language association by simultaneously pursuing inter-modal matching and intra-modal denoising between masked and unmasked inputs in a contrastive manner. Our CoCo proxy objective can be further integrated into any BERT-type encoder-decoder structure for video-language pre-training, named as Contrastive Cross-modal BERT (CoCo-BERT). We pre-train CoCo-BERT on TV dataset and a newly collected large-scale GIF video dataset (ACTION). Through extensive experiments over a wide range of downstream tasks (e.g., cross-modal retrieval, video question answering, and video captioning), we demonstrate the superiority of CoCo-BERT as a pre-trained structure.

In this paper, we propose a novel structure for a cross-modal data association, which is inspired by the recent research on the associative learning structure of the brain. We formulate the cross-modal association in Bayesian inference framework realized by a deep neural network with multiple variational auto-encoders and variational associators. The variational associators transfer the latent spaces between auto-encoders that represent different modalities. The proposed structure successfully associates even heterogeneous modal data and easily incorporates the additional modality to the entire network via the proposed cross-modal associator. Furthermore, the proposed structure can be trained with only a small amount of paired data since auto-encoders can be trained by unsupervised manner. Through experiments, the effectiveness of the proposed structure is validated on various datasets including visual and auditory data.