Prime Video begins a KI synchronization pilot program for selected films and series

In order to make films and television programs more accessible to Prime video, Amazon announced that a AI synchronization system will be tested that translates selected content in the company’s streaming service into other languages.

Amazon says that “Ai-side synchronization” in English and Latin American Spanish will be available on 12 licensed films and series that are available via Prime Video, including “,”El Cid: La LeyendaPresent Mi mamá lora And Long. “The fact that the company describes it as” Ai-side synchronization “, instead of only being AI synchronization seems to be the key here. Amazon says that it is pursuing a hybrid approach in which” localization professionals work with AI. “

Creating captures, subtitles and dubs is a fairly large business, especially now that streaming has increased the number of films and series that are rotated and licensed every year in order to be viewed all over the world. It makes sense that the tightening of the process of making content more accessible would be of interest to Amazon. The possible problem is at least for film and television that the synchronization of professional actors is carried out. AI-generated voices have become lifelike over the years, but it remains to be seen whether the average person with a large part of their media diet of something that is more likely to be delivered than the real business agrees.

Of course we may be trained to accept it because it will be on social media first. Amazon is not only in the use of AI to get more out of the videos on its platform. YouTube released a tool in 2024 with which the creators can automatically observe their videos in other languages ​​when they upload them, and in recent times Meta announced plans to automatically on Instagram on Dub and Lippe Synchronization Roles in other languages.