Amazon Prime Video has launched a pilot program integrating AI-assisted dubbing to make select movies and TV series accessible to a wider audience. Announced on Wednesday, the venture will offer AI-powered dubbing in English and Latin American Spanish for accurate sections of licensed content.
The AI-assisted dubbing will be applied to 12 titles that previously lacked dubbing support. Among them are the Spanish animated film El Cid: La Leyenda, the family drama Mi Mamá Lora, and the indie film Long Lost. By leveraging AI tools alongside human localization professionals, Prime Video aims to maintain quality control while expanding its reach.
AI-based dubbing is gaining traction in the entertainment industry, helping to break language barriers and enhance content accessibility. Streaming providers like Paramount+ have partnered with AI dubbing specialists like Deephub, while YouTube has developed auto-dubbing features to translate videos into several languages.
The use of AI in dubbing reflects the growing requirement for multilingual material as foreign productions achieve worldwide traction. Netflix, for example, revealed that over 40% of Korean and scripted series viewership is dubbed, with high engagement in regions like Brazil, Mexico, and EMEA.
Prime Video already employs various AI-driven features to improve user experience. These include "X-Ray Recaps," which summarize episodes and seasons, and "Dialogue Boost," which improves audio clarity. The company uses AI-assisted dubbing as a natural extension of its commitment to innovation.
"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," said Raf Solanovich, VP of technology at Prime Video and Amazon MGM Studios.
As the streaming industry advances, AI dubbing offers an efficient and cost-effective way to localize content. While the role of artificial intelligence and creative production is still a topic of debate, its use and dubbing are consistent with the larger trend of leveraging technology to improve accessibility and worldwide reach.
With YouTube and Meta also investing in AI-powered dubbing tools, the technology is set to play a significant role in shaping the future of content consumption.