Dubbing unions are expected to once again give voice to the announcement of a new Prime Video experiment. This Thursday, March 6, the American company published a press release to announce the deployment of a new feature in certain countries and territories. AI is once again in the mix, proof if any were needed that companies in the sector are desperate to take advantage of these machine learning tools.
Amazon is rolling out an option that allows some content that is not dubbed in all languages to become dubbed thanks to artificial intelligence. The feature is initially being tested on 12 licensed films and series, including the titles El Cid: La Leyenda, Mi Mamá Lora and Long Lost. To access it, customers will be invited to go to the platform's audio settings. We can also see the form that this option will take for the moment reserved for English and Spanish languages.
The objective, according to Prime Video, is to allow its customers to access content that they would not have watched without this new feature. Prime Video specifies “AI-assisted dubbing is only available on titles that do not benefit from this dubbing function, we are eager to explore a new way to make series and films more accessible to pleasants”.
“The right amount of human expertise”
To reassure the profession and viewers who are anxious not to see the dubbing industry disappear, Prime Video emphasizes the hybrid aspect of its approach. Local professionals collaborate with AI to control the quality of the renderings. The firm claims a “good amount of human expertise” to make titles accessible that would not be for some of its users.
This announcement comes at a time when many protests have already took place in France as in the rest of the world. In January 2024, the French Union of Performing Artists CGT and the association LES VOIX.FR published a press release to warn of the “serious threats that artificial intelligence poses to artistic creation in general, and to the dubbing and voice-over industries in particular”.
A #TouchePasMaVF petition had been published, it has already gathered no less than 167,000 signatures. The professionals invited the state to intervene to regulate the development and use of generative artificial intelligence “in order to preserve human employment and the artistic quality of the work”.
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