Prime Video launches AI dubbing pilot programme

Announcing the move, Prime Video said AI-aided dubbing would help customers enjoy titles that previously did not have dubbing available in select countries and territories.

AI-aided dubbing in English and Latin American Spanish has initially been applied on 12 licensed movies and series, including titles such as El Cid: La Leyenda, Mi Mamá Lora, and Long Lost.

Prime Video described the AI-aided pilot programme as a hybrid approach to dubbing in which localisation professionals collaborate with AI to ensure quality control. “AI-aided processes like this one, which incorporate the right amount of human expertise, can enable localisation for titles that would not otherwise be accessible to customers,” the company said in a statement.

“At Prime Video, we believe in improving customers’ experience with practical and useful AI innovation,” said Raf Soltanovich, VP of technology at 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.”