Prime Video has started testing AI-assisted dubbing for select licensed movies and TV shows, the Amazon-owned streaming platform announced on Wednesday. This move aims to make content more accessible to global audiences by using artificial intelligence while ensuring quality with human oversight.
As part of this test, AI-powered dubbing services will be available in English and Latin American Spanish. Prime Video emphasized that while AI plays a crucial role in the process, human localization experts will refine the output to maintain accuracy and authenticity.
Initially, the AI dubbing feature will be rolled out for 12 titles that previously lacked dubbed versions. Among them are the Spanish animated film El Cid: La Leyenda, the family drama Mi Mamá Lora, and the indie movie Long Lost. By incorporating dubbing into these titles, Prime Video hopes to enhance accessibility and attract a broader audience.
The use of AI-driven dubbing has been gaining momentum across the entertainment industry, as it allows streaming platforms to localize content efficiently. Several major companies have already begun leveraging this technology.For instance, Deepdub, an AI dubbing company, counts Paramount+ among its clients. YouTube has also made strides in this space by introducing an auto-dubbing feature that enables creators to translate their videos into multiple languages, increasing their reach and engagement.
Beyond AI-assisted dubbing, Prime Video has integrated several AI-powered features to improve the viewing experience. These include X-Ray Recaps, which provide quick summaries of seasons and episodes, and Dialogue Boost, designed to enhance audio clarity for dialogue that may be difficult to hear.
By adopting AI-assisted dubbing, Prime Video is not only expanding its content’s accessibility but also positioning itself at the forefront of AI-driven entertainment innovations. If successful, this initiative could pave the way for broader implementation across more titles and languages in the future.
