Amazon Prime Video getting AI-powered dubbing with these titles

Amazon has introduced artificial intelligence-based dubbing on its content streaming platform Prime Video. This feature will be available for select movies and series to make content on the OTT platform more accessible to a global audience. In a blog post, the company noted that initially the feature will be available in English and Latin American Spanish for 12 titles, including "El Cid: La Leyenda" and "Long Lost."
With this initiative, Amazon aims to overcome language barriers and allow viewers to enjoy a wider range of content, the company said. Amazon also revealed its plans to expand AI-aided dubbing to more titles and languages in the coming days.
Commenting on the feature, Raf Soltanovich, VP of technology at Prime Video and Amazon MGM Studios said: “At Prime Video, we believe in improving customers’ experience with practical and useful AI innovation. 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.”

This AI-assisted pilot program takes a hybrid approach to dubbing, where localisation experts will work alongside AI to maintain quality control. By blending human expertise with AI-driven processes, this method will enable the localisation of titles that might otherwise be unavailable to viewers.
Amazon also noted that key accessibility features like subtitles, captions, audio descriptions, and dubbing are essential for delivering an optimal streaming experience. With a global audience of over 200 million, Prime Video wants to expand language options to ensure that viewers worldwide can enjoy a diverse range of movies and series in their preferred language.
With the rise of global streaming hits like Netflix’s Squid Game, demand for dubbing and subtitling has surged. Netflix reported that over 40% of Korean unscripted series viewership was dubbed, with strong preferences in regions like Brazil, Mexico, LATAM, and EMEA.
Dubbing has also expanded on platforms like YouTube and social media. YouTube introduced AI tools to enhance dubbing and content accessibility, while Meta has announced similar plans for Reels to improve dubbing and lip-syncing.