The effectiveness of human vs. AI voice-over in short video advertisements: A cognitive load theory perspective

Abstract

In the fast-paced modern life, short video advertising has become the focus of digital marketing due to its convenience and efficiency. However, with the intensification of competition, how to optimize the effectiveness of short video advertising has become an urgent issue for the industry. This study focuses on artificial intelligence (AI)-generated voice in short video advertising, exploring consumers' preferences for AI voice-over and human voice-over, as well as the interaction between voice-over and subtitle availability. Through four studies, it is found that compared with AI voice-over, human voice-over in short video advertising can better reduce consumers' cognitive load, thereby enhancing their purchase intention. At the same time, subtitle types moderate the voice-over effect, with human voice performing better in the absence of subtitles, while the difference is attuned when subtitles are present. This series of studies not only deepens our understanding of the characteristics of short video advertising but also provides strategic suggestions for the video advertising. Advertisers and designers can optimize the production and dissemination strategies of short video advertising based on these findings, enhance advertising effectiveness, meet consumer needs, and achieve better marketing goals.