Amazon Prime Video experimenting AI-aided dubbing on licensed movies, series

With the aim to boost viewership and bring its content to more customers worldwide, Amazon.com’s Prime Video will begin offering AI-aided dubbing in English and Spanish on licensed movies and series starting Wednesday.

The artificial intelligence-based dubbing is set to be available on 12 licensed movies and series initially, including titles such as El Cid: La Leyenda, Mi Mamá Lora, and Long Lost. The dubbing will then be available on titles that do not already have dubbing support. This move is the latest example of how media companies are integrating AI into their offerings to improve customer experience.

Amazon Prime Video has more than 200 million customers worldwide.

Increasingly, customers are eager to enjoy series and movies, regardless of where they are created.

“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.”

Walt Disney’s ESPN network last year said it was exploring the use of AI to help personalize its news and recap show “SportsCenter” to cater better to younger audiences.