Amazon Prime Video streaming service revealed on Wednesday that it will start testing AI-assisted dubbing to enhance the accessibility of its international content for viewers around the globe.
The pilot program will initially include 12 licensed films and series that did not have dubbing support before, featuring titles like “El Cid: La Leyenda,” “Mi Mama Lora,” and “Long Lost.”
The service will offer dubbing options in English and Latin American Spanish at launch.
“At Prime Video, we believe in improving customers’ experience with practical and useful AI innovation,” said Raf Soltanovich, VP of technology at Amazon 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.”
Union leaders in the creative sectors are expressing concerns that AI poses a significant threat to artists, fearing that their jobs may be eliminated by this technology.
The impact of AI was a key issue during the 2023 Hollywood strikes, as actors and writers worried that studios might employ generative AI to take over roles traditionally filled by paid creatives.
With a global customer base exceeding 200 million, Amazon Prime Video has noted an increasing demand from viewers who want to access content from various countries.
In contrast to some rivals, Amazon Prime Video claims its strategy merges artificial intelligence with human skill, allowing localization experts to work alongside AI to maintain high standards.
In December, YouTube broadened its AI-driven auto-dubbing feature to “hundreds of thousands of channels” within its Partner Program that emphasize educational and informational content.
YouTube’s technology automatically creates dubs in eight languages for English-language videos, including French, German, Hindi, Italian, Spanish, Indonesian, Japanese, and Portuguese.
Currently, non-English videos in these languages only receive English dubs. YouTube acknowledged that “this technology is still pretty new, and it won’t always be perfect.”
In a recent development, Lumiere Ventures and AI startup ElevenLabs announced a partnership to recreate the voice of Alain Dorval, the late French voice actor known for dubbing Sylvester Stallone for nearly fifty years, for an upcoming film.
This initiative, supported by Dorval’s family, aims to preserve the iconic voice that French audiences have associated with Stallone’s characters since Dorval’s death in February.
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