Prime Video Tests AI Dubbing to Expand Global Reach
Amazon Prime Video has begun testing AI-assisted dubbing to enhance accessibility and provide a seamless viewing experience for its vast global audience. The initiative aims to make content available to a broader demographic by offering AI-generated dubbing in multiple languages, with an initial focus on English and Latin American Spanish. This pilot program marks another significant step in the evolution of streaming services leveraging artificial intelligence for content localization.
Starting from March 5, select Prime Video subscribers will have access to AI-generated dubbing for 12 of its licensed films and television shows. Among these titles are “El Cid: La Leyenda,” “Mi Mamá Lora,” and “Long Lost.” The move signals Amazon’s commitment to expanding the reach of its content library, ensuring that language barriers no longer hinder global audiences from enjoying their favorite shows and movies.
A Hybrid Approach for Accuracy
Unlike fully automated AI dubbing systems that have faced criticism for their lack of nuance and contextual understanding, Prime Video is implementing a hybrid model. This approach integrates artificial intelligence with human oversight, ensuring that local language experts review the automated dubbing for accuracy, pronunciation, and cultural sensitivity before it reaches viewers.
Raf Soltanovich, Vice President of Technology at Prime Video and Amazon MGM Studios, emphasized the importance of this method in a statement: “AI-aided dubbing is only available on titles that do not have dubbing support, but we are eager to explore a new way to make series and movies more accessible and enjoyable.” By leveraging AI while maintaining human intervention, Prime Video aims to set a new standard in the industry and avoid the pitfalls faced by other streaming platforms.
AI Dubbing Gains Traction Across Streaming Services
Prime Video is not the only streaming platform investing in AI-powered localization solutions. Over the past year, several industry giants have explored AI-driven content personalization and translation. Disney’s ESPN recently incorporated AI for sports recaps, but it faced backlash due to errors in translation. Despite this, the company continues to explore AI-powered live commentary tools.
In January 2025, licensing startup Lumiere Ventures partnered with AI speech company ElevenLabs to introduce AI dubbing for the international release of the Lionsgate movie “Armor.” The increasing adoption of AI dubbing technology highlights the growing demand for cost-effective and efficient language localization solutions in the entertainment industry.
YouTube was among the first major platforms to integrate AI-powered dubbing tools for video translation, launching the feature in 2023. Since then, various companies have followed suit, seeking to optimize user engagement by making content more accessible to non-English-speaking audiences.
Netflix’s AI Dubbing Controversy
However, not all AI dubbing ventures have been met with enthusiasm. Netflix faced a major backlash in December 2024 when viewers criticized the AI-generated dubbing of the Norwegian disaster series “La Palma.” Many users took to social media to express their dissatisfaction, describing the AI-generated voiceovers as unnatural and poorly synchronized. This controversy was particularly surprising given Netflix’s previous efforts to improve localization. Only months earlier, the streaming giant had introduced training programs for voice actors specializing in dubbing non-English content, particularly in the South Korean entertainment industry.
The Netflix incident underscored the challenges associated with AI-driven dubbing, reinforcing the necessity of human oversight in ensuring linguistic and cultural accuracy. Amazon’s decision to incorporate language experts into its AI dubbing process appears to be a direct response to these challenges, positioning its approach as a balanced alternative that combines the efficiency of AI with the expertise of professional linguists.
The Future of AI Dubbing in Streaming
As AI dubbing technology continues to evolve, streaming services are likely to refine their methodologies to strike a balance between automation and human review. While AI can significantly reduce the time and cost associated with dubbing, human oversight remains crucial for maintaining quality and authenticity.
Amazon’s strategic rollout of its AI-assisted dubbing pilot program demonstrates its cautious yet innovative approach to localization. If successful, the technology could soon be applied to a wider selection of Prime Video’s vast library, making movies and TV shows more accessible to diverse linguistic audiences worldwide.
By learning from past industry missteps, Prime Video’s hybrid approach may prove to be the most effective model for AI-powered dubbing. As the streaming giant continues to refine its capabilities, viewers can expect a more inclusive and personalized entertainment experience in the near future.
