Amazon Prime Video uses AI for lip-synced translations
AI-summarised brief · reviewed before publication
Amazon Prime Video has begun using artificial intelligence to alter actors’ lip movements in dubbed versions of its shows, creating synchronized visual and audio translations. The company announced plans to roll the feature out to additional titles, saying it enhances the viewing experience and significantly preserves creators’ artistic intent. Vice president of technology Raf Soltanovich highlighted the tool as a way to make global content more immersive. While YouTube introduced a similar AI lip‑sync capability for user videos this year, Prime Video is the first television streamer to implement it at scale. Netflix reportedly tested its own version, but has not commented. The AI‑generated lip sync works with human‑performed dubbed audio, following experiments with AI‑generated voice tracks that faced criticism.
💡 Why It Matters
- · By aligning visual speech with dubbed audio, the technology removes a long‑standing barrier to cross‑language engagement, potentially expanding each show's international reach.