AI生成标题能显著提升短视频平台内容观看量，尤其在人工标题缺失时效果更明显。
The Value of AI-Generated Metadata for UGC Platforms: Evidence from a Large-scale Field Experiment
- 为百万用户推送AI生成标题，提升视频完播率和观看时长。
- 采用AI标题使观看时长提升4.1%，有效观看量增加7.1%。
- 人机协作修改标题效果最佳，体现协同创作价值。
人工智能生成内容（AIGC）在商业实践中日益普遍，但其在用户生成内容（UGC）平台中生成元数据（如标题）的价值尚不明确。为此，我们在亚洲一家领先的短视频平台上开展大规模实地实验，向约100万用户开放AI生成标题功能。结果显示，提供AI标题显著提升了内容消费：有效观看量提升1.6%，观看时长增加0.9%；当创作者采纳这些标题时，增幅分别达7.1%和4.1%。这一效果主要源于使用GAI工具使视频拥有标题的概率提升41.4%。该效应在元数据稀缺群体中更为显著。机制分析表明，AI生成元数据提高了平台推荐系统对用户与视频匹配的准确性。有趣的是，对于本就会自行添加标题的视频，采用AI标题反而平均降低观看量，暗示部分AI标题质量低于人工生成。然而，当创作者与GAI协同并大幅修改标题时，视频表现优于纯AI或纯人工标题，凸显人机共创优势。研究强调了AI元数据及人机协同在提升用户-内容匹配与内容消费中的价值。
原文摘要 · Abstract (English)
AI-generated content (AIGC), such as advertisement copy, product descriptions, and social media posts, is becoming ubiquitous in business practices. However, the value of AI-generated metadata, such as titles, remains unclear on user-generated content (UGC) platforms. To address this gap, we conducted a large-scale field experiment on a leading short-video platform in Asia to provide about 1 million users access to AI-generated titles for their uploaded videos. Our findings show that the provision of AI-generated titles significantly boosted content consumption, increasing valid watches by 1.6% and watch duration by 0.9%. When producers adopted these titles, these increases jumped to 7.1% and 4.1%, respectively. This viewership-boost effect was largely attributed to the use of this generative AI (GAI) tool increasing the likelihood of videos having a title by 41.4%. The effect was more pronounced for groups more affected by metadata sparsity. Mechanism analysis revealed that AI-generated metadata improved user-video matching accuracy in the platform's recommender system. Interestingly, for a video for which the producer would have posted a title anyway, adopting the AI-generated title decreased its viewership on average, implying that AI-generated titles may be of lower quality than human-generated ones. However, when producers chose to co-create with GAI and significantly revised the AI-generated titles, the videos outperformed their counterparts with either fully AI-generated or human-generated titles, showcasing the benefits of human-AI co-creation. This study highlights the value of AI-generated metadata and human-AI metadata co-creation in enhancing user-content matching and content consumption for UGC platforms.
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