Amazon Prime Video Tests AI Dubbing to Expand Content Reach
Amazon Prime Video is exploring the use of artificial intelligence to make its vast library of content more accessible to a wider audience. The streaming service launched a pilot program utilizing AI tools to dub select movies and series into English and Latin American Spanish, according to a recent blog post.
The initiative, which began Wednesday, aims to provide dubbed versions of licensed movies and series that wouldn’t otherwise receive the treatment. The pilot program encompasses 12 licensed titles, 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.”
Growing Demand for Dubbing
The rise of streaming services has significantly increased the demand for dubbing and subtitling, as global audiences embrace content from different regions. Netflix reported that over 40% of the viewing of its Korean unscripted series was dubbed, with substantial preference for dubbing over subtitles in territories such as Brazil, Mexico, LATAM, and EMEA.
While Amazon’s announcement didn’t provide regional breakdowns, the pilot program is described as a “hybrid approach.” The AI tools are combined with human localization specialists to ensure quality control, reflecting the industry’s understanding that, in the creative process, the human element is vital.
“Incorporating the right amount of human expertise can enable localization for titles that would not otherwise be accessible to customers,” the blog post explained.
AI is also gaining traction in the realm of dubbing on platforms like YouTube and social media. YouTube introduced AI tools last year to facilitate dubbing and content translation. Meta is developing similar resources for Reels to aid in dubbing and lip-syncing.
