Amazon is exploring a new way to make its content more accessible to a wider audience: AI dubbing. The company announced it is testing the addition of AI-generated dubbing to select licensed content that typically isn’t dubbed.
The new dubs won’t be entirely AI-produced but will include human translators to ensure quality. The initial rollout will offer English and Spanish dubs for 12 films and series, including titles like “El Cid: La Leyenda,” “Mi Mamá Lora,” and “Long Lost.”
Raf Soltanovich, chief technology officer at Prime Video and Amazon MGM Studios, commented, “At Prime Video, we believe in enhancing customers’ experiences with practical and useful AI innovations… We’re eager to explore a new way to make shows and films more accessible and entertaining.”
Traditionally, dubbing has relied on voice actors, as seen in global hits like “Squid Game.” Amazon’s move signals a potential shift toward AI in content creation, a trend that is both gaining popularity and sparking debate.
Viewers can access the AI-generated dubs by navigating to the Language tab under Accounts and Settings on a PC, My Stuff on the smartphone app, or within Prime Video settings on a TV app.
