Prime Video tests AI dubbing for select movies and TV series

Prime Video is now experimenting with AI-assisted dubbing for select licensed movies and TV shows, as announced by the Amazon-owned streaming service on Wednesday.

According to Prime Video, this new test will feature AI-assisted dubbing services in English and Latin American Spanish, combining AI with human localization professionals to “ensure quality control,” the company explained.  

Initially, it’ll be available for 12 titles that previously lacked dubbing support. These titles include the Spanish animated film “El Cid: La Leyenda,” the family-friendly drama “Mi Mamá Lora,” and the indie movie “Long Lost.”

AI-based dubbing has gained popularity in the entertainment industry as it helps make content accessible to a broader audience. Various streaming giants have begun utilizing this technology.

For instance, Deepdub, a company specializing in AI dubbing, counts Paramount+ among its clients. YouTube has also invested significantly in this area, recently introducing an auto-dubbing feature that allows creators to translate their videos into multiple languages.

Prime Video already offers several AI features meant to enhance the viewing experience, including “X-Ray Recaps,” which summarize entire seasons and episodes, and “Dialogue Boost,” which improves audio clarity for dialogue that may be difficult to hear.