In an effort to make motion pictures and TV reveals extra accessible on Prime Video, Amazon introduced that it is testing an AI dubbing system that can translate choose content material on the corporate’s streaming service into different languages.
Amazon says that “AI-aided dubbing” will likely be out there in English and Latin American Spanish on 12 licensed motion pictures and collection out there by Prime Video, together with “El Cid: La Leyenda, Mi Mamá Lora and Lengthy Misplaced.” That the corporate describes it as “AI-aided dubbing” fairly than simply AI dubbing seems to be key right here. Amazon says it is taking a hybrid strategy the place “localization professionals collaborate with AI.” A protected guess could be that Amazon’s AI system takes a primary cross at producing dubs after which professionals edit them for accuracy and match.
Creating captions, subtitles and dubs is a reasonably massive enterprise, particularly now that streaming has elevated the variety of movies and collection which can be made yearly and licensed to be seen around the globe. It is sensible that streamlining the method of constructing content material extra accessible could be of curiosity to Amazon. The attainable downside is, a minimum of for movie and tv, dubbing is completed by skilled actors. AI-generated voices have gotten extra lifelike through the years, but it surely stays to be seen whether or not the common particular person will likely be okay with a big portion of their media weight-reduction plan being delivered by one thing human-adjacent fairly than the actual deal.
In fact, perhaps we’ll be educated to just accept it as a result of will probably be throughout social media first. Amazon is not alone in leveraging AI to squeeze extra out of the movies on its platform. YouTube launched a instrument in 2024 that lets creators routinely dub their movies in different languages once they add them, and extra not too long ago, Meta introduced plans to routinely dub and lip-sync Reels on Instagram into different languages.
