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

> Research article (Journal of Retailing and Consumer Services, 2024) · cited 40× · AI/ML

**Wikidata**: [openalex:W4401014399](https://www.wikidata.org/wiki/openalex:W4401014399)  
**Source**: https://4ort.xyz/entity/the-effectiveness-of-human-vs-ai-voice-over-in-short-video-advertisements-a-cognitive-load-theory-perspective