Generative AI for Video Translation: Consumer Evaluation in International Markets
通过两个实验比较AI与人工翻译营销视频在自然度、口音中立性、语言理解上的差异，发现AI翻译感知质量较低但不影响消费者参与意愿，为国际营销中AI视频翻译应用提供初步证据。
Generative AI tools (e.g., HeyGen, Adobe Firefly, Invideo AI) now enable marketers to translate videos not only by converting language but also by adjusting speech style, voice, and lip movements. Following this advancement, this exploratory study examined differences in perceived translation quality between AI-translated and human-translated marketing videos in international contexts. Two between-subjects experiments were conducted, involving English-to-Indonesian translation (Study 1) and Indonesian-to-English translation (Study 2). AI translation consistently yielded lower perceived naturality and accent neutrality than human translation. For language comprehension, AI performed worse in Study 1 but better in Study 2, indicating that translation direction matters. However, despite the perceptual differences, the two translation methods did not affect customer engagement intention. This study offers early evidence on how consumers evaluate AI video translation and provides 12 directions for future research.