Persuasive video generation (PVG) is a valuable yet under-explored research topic. Despite the significant advances in multimodal content generation, AI-empowered automated creation of human-made-like videos with substantial persuasiveness remains a formidable challenge. In this paper, we propose CogenPVG, a novel Cognitive-Enhanced reflective multi-agent framework tailored for Persuasive Video Generation task. Given the topic and stance from the user, we decouple the sophisticated generation process into four sequential stages: argument reasoning, storyboard planning, asset creation, and post-editing, imitating the workflow of human video producers. To ensure high persuasiveness, each stage is equipped with a pair of generator and critic agents, following a reflective refinement scheme grounded in a solid psychological theory of persuasion, the Elaboration Likelihood Model (ELM). In the argument reasoning stage, we generate highly logical and credible reasoning thoughts under the guidance of critical thinking theory, enabling cognitive enhancement via the central route of the ELM. For the other three stages, we generate and optimize multimodal assets, assembling them into a persuasive video guided by theories of heuristics, as the peripheral route of the ELM. To the best of our knowledge, CogenPVG is the first work focused on general persuasive topics, without being confined to commercial purposes. Extensive experiments and comprehensive analysis demonstrate that our framework achieves the best persuasion performance, thereby proving the effectiveness of our proposed multi-agent framework for the PVG task.

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