How AI-powered voice tech is bringing Arabic-language content to global audiences
JEDDAH: Dubai-based artificial intelligence company CAMB.AI is revolutionizing language localization by building advanced voice and translation models that preserve emotion, nuance and cultural context — especially in complex languages like Arabic.
Through a strategic partnership with Saudi Arabia's MBC Group, CAMB.AI is scaling this technology across entertainment, education, and spiritual content — unlocking a new era of accessibility for Arabic media.
'At CAMB.AI, we have built translation and voice models that adapt to the nature of the desired language rather than merely mimicking the input,' Akshat Prakash, the company's chief technical officer and co-founder told Arab News.
'Whether it's the emotion in the voice or the way certain things are said in Arabic, we are dedicated to preserving nuances, emotions and prosody to deliver what we call a 'performance-to-performance' impact.
'We take content and deliver a fully packaged performance through our localization infrastructure built on top of our proprietary AI models — BOLI and MARS.'
CAMB.AI successfully generated multilingual commentary for an MLS NEXT Pro match using AI-driven real-time voice translation and dubbing technology.
Its core capability lies in an AI dubbing platform that instantaneously translates live audio (such as play-by-play commentary) into multiple languages.
The language generator preserves the original speaker's voice, tone and emotion — making it feel as if the original commentator is speaking the listener's native language.
'Solving live sports streaming first led us to create technology that could handle the hardest type of content,' said Prakash.
'Today, we livestream games in multiple languages alongside some of the biggest brands in the world — like Major League Soccer, Eurovision and the Australian Open.
'We can perform equally well on other types of content. For instance, we've translated complex performances such as the Nayla Al Khaja-directed psychological thriller, 'Three,' which was showcased at the Red Sea Film Festival.'
The film was the first Arabic movie to be AI-dubbed into Mandarin Chinese and other complex languages, preserving nuances, context, and emotion while staying true to the director's original vision.
Today, CAMB.AI excels at delivering culturally and contextually sensitive adaptations of original performances — while maintaining realism — in over 150 languages.
'No technology on the market offers such diversity, realism, and public proof points of what AI can enable in hyper-realistic translation. We're proud to extend this work to every Arabic dialect — something no other technology has been able to do,' Prakash said.
As global demand for non-English content continues to rise, IMAX is turning to AI to localize its original films and documentaries more efficiently.
In partnership with CAMB.AI, it has delivered content in multiple languages, demonstrating the power of technology to translate complex, dramatic material.
'CAMB.AI has consistently pushed the boundaries of what's possible — creating AI that delivers real value in the form of revenue and cost efficiencies to global content owners and distributors,' said Prakash.
'We've learned that deploying AI requires a hand-in-hand partnership. It takes not only great technology but also great partners who are willing to explore the uncharted. MBC is exactly that kind of partner for us in MENA, establishing what is probably the biggest MediaXAI deal since Runway x Lionsgate.'
Prakash explained that partnering with MBC Group was a natural decision due to its vast scale, diverse content library, and strong regional presence. More significantly, the collaboration was rooted in a shared set of values.
This partnership goes beyond the Runway x Lionsgate deal and sets a new benchmark for how media and AI can collaborate.
AI voice tech preserves tone, emotion and nuance, transforming how Arabic content is localized across 150+ languages.
CAMB.AI powers live sports translation for global events like MLS, Eurovision and the Australian Open — in real time.
AI-dubbed Arabic thriller 'Three' debuted in Mandarin, highlighting CAMB. AI's ability to localize content without losing cultural depth.
MBC Group and CAMB.AI have also taken the lead in regional innovation. With projects like Stargate and HUMAIN, the Middle East and North Africa region is quickly becoming a global hub for powerful, homegrown AI.
Prakash emphasized that CAMB.AI has remained extremely conscious of privacy, data protection and respect for individual attributes.
'While regulatory frameworks are still developing, we have been self-regulating to respect individual rights and content ownership. We drive our business ethically,' he said.
'Our foundation is simple: Not everyone can be a great artist, but a great artist can come from anywhere.'
With one of the most comprehensive Arabic content libraries in the world, MBC Group is uniquely positioned to support more advanced and accurate AI outcomes in this space.
The emerging technology team at MBC, led by Fadel Zahreddine, is at the forefront of innovation, aligning perfectly with CAMB.AI's mission.
'Our content spans the full spectrum of Arab identity, from Gulf dialects to Levantine, North African, and everything in between, capturing not just language, but also tone, emotion and social nuance,' Zahreddine told Arab News.
'Through this collaboration with CAMB.AI, we see an opportunity to contribute data that is not only linguistically rich but also responsibly curated. Our multimodal archive, covering video, audio and text, offers a strong foundation for advanced AI applications that are more contextually aware and locally grounded.'
As one of the region's largest content producers, MBC Group constantly explores new ways to strengthen connections between programming and global audiences.
'This includes expanding how our content is distributed across platforms like Shahid, satellite TV and digital services,' said Zahreddine. 'Enhancing localization is one layer of the broader effort to remove friction between content and audiences.'
This collaboration between MBC Group and CAMB.AI reflects a broader effort to explore how Arabic content can connect more meaningfully with non-native-speaking audiences.
By moving beyond literal translation and toward context-sensitive localization, the partnership supports a more accurate and respectful representation of original creative work
For Arabic creators and producers, this opens up the possibility of reaching wider audiences while maintaining the cultural authenticity that defines their storytelling.
It is not about changing the content but about removing barriers that might limit how it is experienced in other cultural contexts.
MBC Group approaches innovation through the same lens that has shaped its editorial philosophy for decades — grounded in cultural integrity, social responsibility, and a strong commitment to its audiences.
'We believe that technology and ethics are not separate conversations but (are) deeply connected — especially when building tools that shape how content is consumed and understood,' said Zahreddine.
'We have around 65 nationalities working at MBC. Our multicultural environment is reflected in the cultural sensitivity of our content production.
'Our extensive media library is developed (with) high ethical standards, avoiding obscene content, excessive violence or any form of hate speech. This discipline not only protects the integrity of our content but also makes it a reliable data foundation for engaging with AI and emerging technologies.'
By sharing responsibly curated material, MBC Group contributes to the development of AI models that better reflect the ethical values embedded in its programming and are aligned with audience expectations.
Zahreddine added: 'While AI continues to evolve rapidly, we believe it's essential that any advancement remains anchored in principles that respect culture, identity and shared community standards.'
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As one of the region's largest content producers, MBC Group constantly explores new ways to strengthen connections between programming and global audiences. 'This includes expanding how our content is distributed across platforms like Shahid, satellite TV and digital services,' said Zahreddine. 'Enhancing localization is one layer of the broader effort to remove friction between content and audiences.' This collaboration between MBC Group and reflects a broader effort to explore how Arabic content can connect more meaningfully with non-native-speaking audiences. By moving beyond literal translation and toward context-sensitive localization, the partnership supports a more accurate and respectful representation of original creative work For Arabic creators and producers, this opens up the possibility of reaching wider audiences while maintaining the cultural authenticity that defines their storytelling. 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By sharing responsibly curated material, MBC Group contributes to the development of AI models that better reflect the ethical values embedded in its programming and are aligned with audience expectations. Zahreddine added: 'While AI continues to evolve rapidly, we believe it's essential that any advancement remains anchored in principles that respect culture, identity and shared community standards.'
