Amazon Prime Video launches AI dubbing in English and Spanish for select content

In infrequent caption-based news, Amazon’s Prime Video is introducing AI-assisted dubbing capabilities in English and Spanish, leveraging artificial intelligence to expand audience reach for its content catalog. This development represents another step in media companies adopting AI technology to enhance viewer experiences and potentially capture larger international audiences who prefer watching content in their native languages.

The big picture: Prime Video will launch AI-based dubbing for 12 licensed movies and series starting immediately, focusing exclusively on content that doesn’t already have existing dubbing options.

Key details: The feature aims to serve Prime Video’s global customer base, which exceeds 200 million subscribers worldwide.

• The technology will initially support just two languages—English and Spanish—though the company hasn’t disclosed plans for potential expansion to additional languages.
• The dubbing will only be implemented on titles that currently lack dubbing support in these languages.

Industry context: Amazon’s move reflects a broader trend of media companies incorporating AI technologies to enhance content accessibility and personalization.

• Disney‘s ESPN has similarly been exploring AI applications, including potential personalization of its “SportsCenter” program to better engage younger viewers.
• Streaming platforms continue seeking technological advantages to differentiate their services in an increasingly competitive marketplace.

Why this matters: AI-assisted dubbing could significantly reduce the cost and time required to make content accessible across language barriers, potentially enabling faster global release schedules and wider content distribution.