Amazon Prime Video has begun testing an artificial intelligence (AI)-assisted dubbing feature aimed at making its content library more accessible to viewers across different regions. Announced on Wednesday, this pilot initiative will introduce AI-generated dubbing for select movies and series that previously lacked dubbed versions. While only a limited number of titles will be available during the trial phase, Amazon plans to expand the service to a broader range of content in the future.
In an official newsroom update, Prime Video emphasized that the AI-powered dubbing system was developed to improve accessibility for audiences worldwide. As part of the initial rollout, the platform will provide AI-enhanced dubbing in English and Latin American Spanish. However, no timeline has been shared regarding the inclusion of additional languages.
The first phase of the program will feature 12 licensed films and series, including the 2003 Spanish animated film El Cid: La Leyenda, the 2016 fantasy drama Mi Mamá Lora, and the 2018 independent film Long Lost.
Rather than relying entirely on AI, Amazon has opted for a hybrid approach, ensuring that human localization experts play a key role in refining and validating the dubbed versions. This process helps maintain quality and authenticity in the final output. The company has not disclosed which large language models (LLMs) are powering this feature.
“AI-aided dubbing is only available for titles that do not already have dubbing support, and we are excited to explore new ways to enhance accessibility and entertainment,” said Raf Soltanovich, VP of Technology at Prime Video and Amazon MGM Studios.
AI-driven dubbing is gaining traction in the streaming industry. In December 2024, YouTube expanded its automatic dubbing feature to educational and informational content, allowing English-language videos to be translated into French, German, Hindi, Indonesian, Italian, Japanese, Portuguese, and Spanish. With more streaming platforms embracing AI for localization, this trend could redefine global content consumption in the coming years.
