Voices that captivate: The impact of AI-generated voiceover on video Ad engagement

IF 27 1区管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE

International Journal of Information Management Pub Date : 2025-08-04 DOI:10.1016/j.ijinfomgt.2025.102962

Yin Bai, Zhengbang Xue, Min Zhang, Qingmei Tan, Yiwei Li

{"title":"Voices that captivate: The impact of AI-generated voiceover on video Ad engagement","authors":"Yin Bai, Zhengbang Xue, Min Zhang, Qingmei Tan, Yiwei Li","doi":"10.1016/j.ijinfomgt.2025.102962","DOIUrl":null,"url":null,"abstract":"<div><div>With the rise of short video platforms, marketers are increasingly leveraging these channels for product promotion. Generative AI technology has accelerated ad production, particularly through the use of AI-generated voices. However, the comparative effectiveness of AI versus human voiceover in influencing marketing outcomes remains underexplored, with extent research offering limited guidance for practical advertising production and insufficiently addressing the infringement issues arising from the use of AI-generated celebrity voices. This research addresses this gap through three empirical studies. An analysis of real-world TikTok data reveals that ads featuring AI-generated voice elicit lower levels of consumer engagement compared to those utilizing human voices. Notably, the negative impact of AI-generated voice is mitigated when a lower pitch is employed. In an experimental setting, we further compare the impact of human voice, AI-generated voice, and AI-generated celebrity voice on consumer engagement. The results indicate that AI-generated celebrity voice yield engagement levels comparable to those of human voices. These findings deepen our understanding of how generative AI technology influences consumer responses, highlight the critical role of pitch in enhancing the effectiveness of AI-generated voice. This study also offers practical insights for optimizing short video advertisements through the strategic use of AI-generated voice technology.</div></div>","PeriodicalId":48422,"journal":{"name":"International Journal of Information Management","volume":"85 ","pages":"Article 102962"},"PeriodicalIF":27.0000,"publicationDate":"2025-08-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Information Management","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0268401225000945","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}

引用次数: 0

Abstract

With the rise of short video platforms, marketers are increasingly leveraging these channels for product promotion. Generative AI technology has accelerated ad production, particularly through the use of AI-generated voices. However, the comparative effectiveness of AI versus human voiceover in influencing marketing outcomes remains underexplored, with extent research offering limited guidance for practical advertising production and insufficiently addressing the infringement issues arising from the use of AI-generated celebrity voices. This research addresses this gap through three empirical studies. An analysis of real-world TikTok data reveals that ads featuring AI-generated voice elicit lower levels of consumer engagement compared to those utilizing human voices. Notably, the negative impact of AI-generated voice is mitigated when a lower pitch is employed. In an experimental setting, we further compare the impact of human voice, AI-generated voice, and AI-generated celebrity voice on consumer engagement. The results indicate that AI-generated celebrity voice yield engagement levels comparable to those of human voices. These findings deepen our understanding of how generative AI technology influences consumer responses, highlight the critical role of pitch in enhancing the effectiveness of AI-generated voice. This study also offers practical insights for optimizing short video advertisements through the strategic use of AI-generated voice technology.

查看原文本刊更多论文

迷人的声音：人工智能生成的画外音对视频广告参与度的影响

随着短视频平台的兴起，营销人员越来越多地利用这些渠道进行产品推广。生成式人工智能技术加速了广告制作，特别是通过使用人工智能生成的声音。然而，人工智能与人类配音在影响营销结果方面的比较有效性仍未得到充分探索，部分研究为实际广告制作提供了有限的指导，也没有充分解决使用人工智能生成的名人配音所产生的侵权问题。本研究通过三个实证研究来解决这一差距。对现实世界TikTok数据的分析表明，与使用人类声音的广告相比，使用人工智能生成声音的广告引起的消费者参与度较低。值得注意的是，使用较低的音调可以减轻人工智能产生的声音的负面影响。在实验环境中，我们进一步比较了人类声音、人工智能生成的声音和人工智能生成的名人声音对消费者参与度的影响。结果表明，人工智能生成的名人声音产生的参与度与人类声音相当。这些发现加深了我们对生成式人工智能技术如何影响消费者反应的理解，强调了音高在提高人工智能生成语音的有效性方面的关键作用。该研究还为通过战略性地使用人工智能生成的语音技术来优化短视频广告提供了实用的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-

CiteScore

53.10

自引率

6.20%

发文量

111

审稿时长

24 days

期刊介绍： The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.