Prime Video Launches AI-Aided Dubbing for Greater Accessibility

SEATTLE, Wash. — Amazon’s Prime Video has launched a pilot program that employs AI technology to dub select licensed movies and series in English and Latin American Spanish, enhancing accessibility for customers worldwide.

This initiative, effective March 5, 2025, aims to eliminate language barriers that often hinder viewers from enjoying international content. The program will initially feature 12 titles, including “El Cid: La Leyenda,” “Mi Mamá Lora,” and “Long Lost.” As streaming popularity surges globally, Prime Video seeks to keep pace with audience demand for diverse language options.

“At Prime Video, we believe in improving customers’ experience with practical and useful AI innovation,” said Raf Soltanovich, Vice President of Technology at Prime Video and Amazon MGM Studios. “AI-aided dubbing is only available on titles that do not have dubbing support, and we are eager to explore a new way to make series and movies more accessible and enjoyable.”

The pilot program utilizes a hybrid approach to dubbing, combining AI tools and the expertise of localization professionals to ensure high-quality results. This method could potentially make titles accessible that would not have been dubbed otherwise. In response to the increasing demand for dubbed content, the initiative reflects a growing trend as streaming services adapt to audience preferences.

Market research shows that audiences are increasingly favoring dubbed over subtitled content, particularly in regions such as Brazil and Mexico. According to recent statistics, more than 40% of viewers in certain areas prefer dubbed options for international programming.

Streaming services across the industry are responding to market shifts, with competitors like Netflix reporting significant engagement with dubbed titles, such as the successful Korean series “Squid Game.” Prime Video’s recent announcement underscores its commitment to evolving its platform to meet subscriber needs.

The beta version of this new AI functionality also allows users to discover Prime Video content tailored to their interests and preferences. Essential features such as subtitles, captions, and audio descriptions play a crucial role in providing an optimal viewing experience for over 200 million customers globally.

Alongside its new dubbing features, Prime Video continues to innovate, focusing on enhancing accessibility for all users, no matter their location. As companies like YouTube and Meta introduce their own AI dubbing tools, the entertainment landscape is rapidly evolving.