Prime Video unveils AI-aided dubbing to expand global content access

Prime Video has announced the launch of a new AI-aided dubbing feature designed to break down language barriers and make its extensive library of movies and series more accessible to a global audience. The initiative, starting today, will provide dubbing in English and Latin American Spanish for 12 licensed titles that previously lacked dubbing support.

The move comes as Prime Video recognizes the growing demand for international content, regardless of origin. With over 200 million customers worldwide, the streaming service aims to enhance the viewing experience by offering more language options.

"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."

The pilot program utilizes a hybrid approach, combining AI technology with the expertise of localization professionals to ensure quality control. This method allows for the dubbing of titles that otherwise would not be feasible, broadening the scope of accessible content.

The initial rollout includes titles such as El Cid: La Leyenda, Mi Mamá Lora, and Long Lost. Prime Video emphasizes that this AI-aided dubbing will supplement, not replace, existing dubbing efforts.

Features like subtitles, captions, audio descriptions, and traditional dubbing remain crucial components of Prime Video's commitment to providing a comprehensive and inclusive streaming experience. The introduction of AI-aided dubbing represents a significant step towards making entertainment more universally accessible.

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