Prime Video has started testing AI Dubbing on selected titles 12 licensed movies and shows are called in English and Spanish The pilot program will also use local human experts for quality control
Prime Video tests a new AI-Assisted feature of dubbing its films and shows to make its content available for even more of its over 200 million strong global subscriber base.
From Wednesday (March 5) some Prime Video Subscribers will be able to see new English and Latin American Spanish Dubbing to 12 of its licensed movies and shows including El Cid: La Leyenda, Mi Mamá Lora and Long lost .
The streaming service announced that it will initially only try the new pilot program on these Select titles, suggesting that several of the best prime video films and best prime video shows will eventually access the feature if it turns out to be successful.
In fact, RAF Soltanovich, VP for technology at Prime Video and Amazon MGM Studios, said in a statement along with the announcement that “Ai-Aued Dubbing is only available on titles that do not have Dubbing Support” but that Prime Video is “eager to explore a new way to make series and movies more accessible and beautiful”.
As part of the testing phase of the new AI feature, Amazon says it will take a hybrid approach that will still require local language experts to review the automated dubbing to make sure it has been translated exactly.
What streaming services are experimenting with AI?
The new Dubbing feature is the latest AI-run tool that Amazon tries on Prime Video. Last year, it rolled a new AI-based recommendation system to create more personalized content as well as ‘X-ray’ to re-assign movies and shows.
It is an area that sees a lot of interest among the best streaming services. For example, Disney’s ESPN also began using generative AI for recaps, but received setback due to translation errors. Despite this, it is pushing on with a new AI-driven football analyst for a live comment.
As for AI -Dubbing, there is increasing experimentation. In January, a License start -up called Lumiere Ventures on board the AI Dubbing tape car with an AI talking company called Elevenlabs for the international release of the Lionsgate movie Armor.
And while Elevenlabs’ CEO Mati Staniszewsk said “AI does not replace the magic of human creativity,” an increasing number of services use it. YouTube was one of the earliest to introduce an AI-driven dubbing tool for video translation back in 2023.
However, not every streamer has been successful with AI -Dubbing. For example, Netflix received back in December 2024 over Dubbing by Norwegian Disaster Series La Palma As many go to social media to complain about how awful it looked.
Netflix AI Mouth replacement at Dubs Looks Terrible From R/Netflix
This is surprisingly considering that only a few months earlier, Netflix had announced how it made non-English movies and shows better by starting to offer classes to voice actors involved in unsuccessful reality TV shows from South Korea.
Perhaps an approach that combines both would work best then, as using the effectiveness of AI to do fast work with a translation would of course save time, but using language experts to review this seems to be still important to ensure that it is done effectively.
Given Prime Video uses this hybrid approach to its AI -Dubbing -Pilot program, it may prove to be the most effective way to perform such a feature. Be sure to check back with Techradar to see what we’re doing from the latest update when we’ve had a chance to test it out.
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