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Amazon Prime Video is stepping into the world of AI-assisted dubbing, making licensed movies and series more accessible to global audiences. The company has launched a pilot program that utilizes artificial intelligence to dub content in English and Spanish, focusing on titles that previously lacked dubbing support.
The initial rollout includes 12 licensed movies and series, such as El Cid: La Leyenda, Mi Mamá Lora, and Long Lost. “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 AI-powered dubbing system employs a hybrid approach, combining automation with human localization experts to ensure quality control. “Incorporating the right amount of human expertise can enable localization for titles that would not otherwise be accessible to customers,” Amazon stated in a blog post.
The rise of international hits like Squid Game has fueled global demand for dubbed content. Last year, Netflix revealed that over 40% of the viewing for Korean unscripted series was dubbed, particularly in regions such as Brazil, Mexico, Latin America, and EMEA.
Although Prime Video has not disclosed regional statistics for its AI dubbing program, the initiative aligns with the industry-wide trend of leveraging AI to improve localization and content accessibility.
This move places Amazon among media giants exploring AI-driven enhancements. ESPN, owned by Walt Disney, recently experimented with AI integration for its SportsCenter recap show to create a more personalized experience for younger audiences.
Meanwhile, YouTube and Meta have also implemented AI-powered dubbing features to help video content reach wider audiences across different languages.
With over 200 million subscribers worldwide, Prime Video’s AI-assisted dubbing initiative marks another step in the evolution of streaming services, helping bridge language barriers and expanding the reach of content to a more diverse audience.
