Raf Soltanovich, Vice President of Technology at Prime Video, emphasized that the goal is to improve customer experience by making more series and movies accessible through innovative AI solutions.

Despite improvements in AI voices, there are concerns regarding audience acceptance of AI-generated dubbing compared to performances by professional actors.

Other tech companies, including YouTube and Meta, are also developing AI-powered dubbing features, indicating a broader industry movement towards incorporating AI tools for content enhancement.

The AI system likely generates initial dubs, which are then refined by human editors for accuracy and appropriateness, highlighting the collaborative nature of this technology.

Amazon clarified that the AI dubbing will only be applied to content that lacks existing dubbing support, ensuring no disruption to current voice actors' work.

Prime Video has launched a pilot program for AI-powered dubbing, initially offering this feature for 12 licensed movies and series, including titles like El Cid: La Leyenda and Mi Mamá Lora.

Recent controversies have arisen, including the use of AI to recreate the late French voice actor Alain Dorval's voice for dubbing Sylvester Stallone's film 'Armor', sparking backlash in the French dubbing community.

If the pilot proves successful, Prime Video plans to extend the AI dubbing feature to more of its movie and show offerings, further expanding its accessibility initiatives.

This initiative aims to enhance accessibility for streaming content by overcoming language barriers that prevent viewers from enjoying international titles lacking dubbing.

The approach combines local professionals with AI to ensure quality control in the dubbing process, reflecting a growing trend in the entertainment industry to leverage artificial intelligence for content localization.

While proponents argue that AI dubbing can economically justify the translation of less popular films, critics warn about its potential negative impact on the global dubbing industry.

Voice actors have raised alarms about AI dubbing potentially threatening their livelihoods, with organizations like the National Association of Voice Actors advising against granting synthesis rights to clients.