Prime Video Changes the Dubbing Rules with AI to Localize Content Globally

Prime Video Launches AI-Powered Dubbing Pilot Program

Prime Video announced today, Wednesday, the launch of a new experimental dubbing program using artificial intelligence (AI), aimed at licensed movies and TV shows that previously did not have dubbing support. The initiative aims to enable viewers to enjoy global content regardless of their native language or country of residence, according to the official company statement.

Improving Access to Global Content

Prime Video will begin offering AI-powered dubbing services initially in English and Spanish for Latin America, available on 12 carefully selected works. Among the featured titles are “El Cid: La Leyenda”, “Mi Mamá Lora”, and “Long Lost”. This move is designed to provide content that was traditionally unavailable for audiences without dubbing options.

Combining AI with Human Expertise

While the dubbing is primarily powered by AI, Prime Video emphasizes the significant role of human experts in quality control. Human expertise is integrated into the automated process to ensure the accuracy of translations and voice performances. This approach provides a solution that localizes content while reducing costs and the effort required to translate scripts into other languages.

A Global Audience and Multilingual Content

Prime Video serves more than 200 million users worldwide, which necessitates offering content in multiple languages and diverse options for viewers. The platform is striving to provide more dubbing and translation choices, including subtitles and audio descriptions, to enhance access to content in various languages. The goal is to increase the number of works available in different languages, ensuring the widest possible access to cinematic and TV productions for viewers across different countries.

Future Trends in the Digital Streaming Industry

This initiative represents a significant step in digital streaming, offering viewers the opportunity to enjoy works from diverse cultures that were previously available only in their original versions or with subtitles. The pilot program comes at a time when the entertainment sector is expanding its use of AI, which could lead to the integration of this technology into other areas such as live event commentary or voice synchronization in older works.

Sources:

• Official statement from Prime Video.
• Comments from Raph Saltanovitch, Vice President of Technology at Prime Video and Amazon Studios.
• Reports from specialized digital streaming news agencies.