Prime Video is beginning an AI dubbing pilot program for select movies and series
In an effort to make movies and TV shows more accessible on Prime Video, Amazon announced that it's testing an AI dubbing system that will translate select content on the company's streaming service into other languages.
Amazon says that "AI-aided dubbing" will be available in English and Latin American Spanish on 12 licensed movies and series available through Prime Video, including "El Cid: La Leyenda, Mi Mamá Lora and Long Lost." That the company describes it as "AI-aided dubbing" rather than just AI dubbing appears to be key here. Amazon says it's taking a hybrid approach where "localization professionals collaborate with AI." A safe guess would be that Amazon's AI system takes a first pass at generating dubs and then professionals edit them for accuracy and fit.
Creating captions, subtitles and dubs is a fairly big business, especially now that streaming has increased the number of films and series that are made every year and licensed to be viewed around the world. It makes sense that streamlining the process of making content more accessible would be of interest to Amazon. The possible problem is, at least for film and television, dubbing is done by professional actors. AI-generated voices have gotten more lifelike over the years, but it remains to be seen whether the average person will be okay with a large portion of their media diet being delivered by something human-adjacent rather than the real deal.
Of course, maybe we'll be trained to accept it because it will be all over social media first. Amazon isn't alone in leveraging AI to squeeze more out of the videos on its platform. YouTube released a tool in 2024 that lets creators automatically dub their videos in other languages when they upload them, and more recently, Meta announced plans to automatically dub and lip-sync Reels on Instagram into other languages.
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