Amazon Prime Video is jumping into the AI localization game with a new pilot program that uses artificial intelligence to dub select movies and series into English and Latin American Spanish. On paper, it sounds like a smart way to make content more accessible and cut costs—but viewers aren’t exactly loving it.
AI Dubbing: A Money-Saving Move
If there’s one big theme in 2025, it’s the use of AI to boost productivity and profitability.
Dubbing has traditionally been a pricey and time-consuming process that requires voice actors and entire production teams. AI dubbing, though? It’s fast, scalable, and way cheaper. Amazon tested it out on 12 movies and shows, including El Cid: La Leyenda, Mi Mamá Lora, and Long Lost.
Amazon insists this isn’t just AI running wild. They say it’s a hybrid approach in which AI generates the initial dubbed track, and then human localization experts fine-tune it for quality. The idea is simple: make more content accessible without breaking the bank.
The Problem? People Hate It
The problem is… people actually have to watch these AI-dubbed versions. And so far, the response has been brutal.
Reddit and social media are full of complaints about how robotic and awkward the AI-generated voices sound. Some viewers say it’s so bad that it’s “physically painful” to sit through, while others have called it “comical” and even “tragic.” Not exactly the reaction Amazon was hoping for.
But they’re standing by the experiment. Raf Soltanovich, VP of technology at Prime Video and Amazon MGM Studios, framed it as a step toward better accessibility:
“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.”
AI Dubbing Is Growing—Whether People Like It or Not
This isn’t just an Amazon thing. AI dubbing is becoming a bigger deal across the industry. YouTube is rolling out AI-powered dubbing for content creators, and Meta is testing automatic voice translation and lip-syncing for Reels. The tech is evolving fast, but the backlash is real.
Will Amazon Stick With It?
So, will Amazon backtrack on AI dubbing? Probably not. They’re still in the early testing phase, and AI tech improves quickly. If they can make AI-dubbed voices sound more natural, this could become a game-changer for localization.
But what if it keeps making audiences cringe? That’s a problem. AI is great at solving logistical issues, but when it comes to creative fields, authenticity still matters.
For now, Amazon’s forging ahead, but this rollout proves one thing: just because AI can do something doesn’t mean people want it to.
