With quantum sensors, simulators and networks emerging, a future of quantum technology may produce quantum states as data---that is, coherently rather than as classical measurement records---thus motivating the study of suitable quantum generalisations of modern machine learning, including the automated, unsupervised extraction of useful representations. Two ingredients are central to the latter: inference, mapping observations to latent representations, and generation, mapping latent states back to synthetic data. Both are related to each other and to joint distributions for training models by the chain-rule of classical probability theory. The fact that quantum states however lack such universal, standard factorisation property thus poses a challenge. Here we develop a conceptual and mathematical framework for unsupervised representation learning from quantum data. Models are joint quantum states over visible and latent systems; state-over-time maps provide a notion of factorisation into a marginal state and inference (generation) channel; models with inference (generation) are ambiguous states---states for which such factorisation obtains---subject to a further consistency condition on extended inference maps as data extension. These stipulations are restrictive: we show that non-trivial models must feature non-linear such maps to the extended space. For three representative state-over-time maps, we completely characterise the ambiguous states, uncovering a hierarchy tied to the positive-partial-transpose (PPT) criterion from entanglement theory. Notably, the Leifer-Spekkens construction supports inference and generation exactly for model classes of PPT states, thus allowing genuinely quantum visible-latent correlations. We also formulate quantum counterparts of exact and approximate inference training, explore weaker notions of data extension and sketch a future research programme.

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