How does AI-generated voice affect online video creation? : evidence from TikTok
department or school: Business, Sauder School of
department or school: Management Information Systems, Division of
data provider: DSpace
degree campus: UBCV
creator: Zhang, Xiaoke
issued: 2023-04-20T14:47:15Z
issued: 2023
related degree: Master of Science in Business - MScB
degree grantor: University of British Columbia
description: The rising demand for online video content has fostered one of the fastest-growing markets as evidenced by the popularity of platforms like TikTok. Because video content is often difficult to create, platforms have attempted to leverage recent advancements in artificial intelligence (AI) to help creators with their video creation process. However, surprisingly little is known about the effects of AI on content creators’ productivity and creative patterns in this emerging market. Our paper investigates the adoption impact of AI-generated voice – a generative AI technology creating acoustic artifacts – on video creators by empirically analyzing a unique dataset of 4,021 creators and their 428,918 videos on TikTok. Utilizing multiple audio and video analytics algorithms, we detect the adoption of AI voice from the massive video data and generate rich measurements for each video to quantify its characteristics. We then estimate the effects of AI voice using a difference-in-differences model coupled with look-ahead propensity score matching. Our results suggest that the adoption of AI voice increases creators’ video production and that it induces creators to produce shorter videos with more negative words. Interestingly, creators produce more novel videos with less self-disclosure when using AI voice. We also find that AI-voice videos received less viewer engagement unintendedly. Our paper provides the first empirical evidence of how generative AI reshapes video content creation on online platforms, which provides important implications for creators, platforms, and policymakers in the digital economy.
aggregated CHO: https://circle.library.ubc.ca/rest/handle/2429/84361
note: HOW DOES AI-GENERATED VOICE AFFECT ONLINE VIDEO CREATION? EVIDENCE FROM TIKTOK by Xiaoke Zhang B.Mgt., Nanjing University, 2020 A THESIS SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF SCIENCE IN BUSINESS ADMINISTRATION in THE FACULTY OF GRADUATE AND POSTDOCTORAL STUDIES (Management Information Systems) THE UNIVERSITY OF BRITISH COLUMBIA (Vancouver) April 2023 © Xiaoke Zhang, 2023 ii The following individuals certify that they have read, and recommend to the Faculty of Graduate and Postdoctoral Studies for acceptance, the thesis entitled: How Does AI-Generated Voice Affect Online Video Creation? Evidence from TikTok submitted by Xiaoke Zhang in partial fulfillment of the requirements for the degree of Master of Science in Business Administration in Management Information Systems Examining Committee: Dr. Gene Moo Lee, Associate Professor, Accounting and Information Systems Division, Sauder School of Business, UBC Co-supervisor Dr. Mi Zhou, Assistant Professor, Accounting and Information Systems Division, Sauder School of Business, UBC Co-supervisor Dr. Baek Jung Kim, Assistant Professor, Marketing and Behavioral Science Division, Sauder School of Business, UBC Supervisory Committee Member Dr. Ning Nan, Associate Professor, Accounting and Information Systems Division, Sauder School of Business, UBC Additional Examiner iii Abstract The rising demand for online video content has fostered one of the fastest-growing markets as evidenced by the popularity of platforms like TikTok. Because video content is often difficult to create, platforms have attempted to leverage recent advancements in artificial intelligence (AI) to help creators with their video creation process. However, surprisingly little is known about the effects of AI on content creators’ productivity and creative patterns in this emerging market. Our paper investigates the adoption impact of AI-generated voice – a generative AI technology creating acoustic artifacts – on video…
has type: Thesis/Dissertation
date issued: 2023-05
is shown at: 10.14288/1.0431316
language: eng
degree discipline: Business Administration - Management Information Systems
provider: Vancouver : University of British Columbia Library
publisher: University of British Columbia
rights: Attribution-NonCommercial-NoDerivatives 4.0 International
rights URI: http://creativecommons.org/licenses/by-nc-nd/4.0/
scholar level: Graduate
contributor: Lee, Gene Moo
contributor: Zhou, Mi
type: Text
identifier URI: http://hdl.handle.net/2429/84361