In the era of global streaming, the rise of international films and television shows has made it easier than ever to access content from around the world. Many viewers are accustomed to watching shows with subtitles or choosing dubbed versions. However, not every title offers a dubbed option, which is why Prime Video is turning to artificial intelligence as a solution.
On Wednesday, Amazon announced that it will begin offering AI-assisted dubbing on Prime Video for licensed movies and shows that would otherwise not be dubbed. This technology will be available in English and Latin American Spanish on 12 licensed movies and shows, including El Cid: La Leyenda, Mi Mamá Lora, and Long Lost.
“At Prime Video, we believe in improving customers’ experience with practical and useful AI innovation,” said Raf Soltanovich, VP of technology at Prime Video and Amazon MGM Studios. “AI-aided dubbing is only available on titles that do not have dubbing support, and we are eager to explore a new way to make series and movies more accessible and enjoyable.”
If Amazon maintains its focus on using this technology for content that would not otherwise be dubbed, it could be a positive development. It would be preferable to pay human voice actors, but if a studio lacks resources or time, an AI dubbing could be a reasonable compromise.
However, the initial results of the AI dubbing are not perfect. For example, the AI-dubbed version of El Cid: La Leyenda has not lived up to expectations. The AI has difficulty modulating its emotions, leading to a somewhat lifeless voiceover. Although this initiative is still in its testing stage, it’s difficult to imagine watching an hour-long show with this quality, let alone an entire season.
