Tag Archives: tiktok

How Does AI-Generated Voice Affect Online Content Creation? Evidence from TikTok

Zhang, Xiaoke, Mi Zhou, Gene Moo Lee (2022) How Does AI-Generated Voice Affect Online Content Creation? Evidence from TikTokWork-in-progress.

  • Presentations: INFORMS DS (2022), UBC (2022), WITS (2022)
  • API sponsored by Influencer Hunters

Video is one of the fastest-growing forms of user-generated content on social media platforms. AI-generated voice, a representative Generative AI technology focusing on the creation of acoustic artifacts, is widely adopted by video-sharing platforms to facilitate video production. In this research, we study whether and how AI-generated voice adoption affects online video creation using a unique dataset of 4,021 creators and 428,918 videos collected from TikTok over 25 weeks. We first exploit multimodal data analytics to detect the adoption of AI-generated voice and generate rich measurements (e.g., identity disclosure, information density) to capture video characteristics. Then we estimate the treatment effect of AI-generated voice adoption on video creation patterns using a difference-in-differences model coupled with propensity score matching. Our study provides the first empirical evidence of how AI tools reshape video content creation on online platforms, which provides important managerial implications for individual creators, platforms, and policymakers in the digital economy.