With the growing demand for non-English content, IMAX is deploying artificial intelligence for voice translation and dubbing of its original productions worldwide. It chooses this to tap into new markets and save costs.
If you ask leaders in AI, they often say that repetitive or dangerous jobs are the first to be automated. While professional dubbers may disagree with this characterization, their field is one of the first to be adopted by AI. At least at IMAX. The company has announced its partnership with Camb.ai, a Dubai-based startup that provides advanced AI solutions for voice translation and dubbing. The technology has already been tested internally and is being rolled out in phases, starting with commonly used languages.
International audience
According to PwC, the entertainment industry will… continue to grow over the next five years up to a value of 3.2 trillion euros. What is particularly striking is the rising popularity of non-English content, even in traditional English-speaking markets such as the US, UK and Canada. For example, Netflix reported a 90% growth in non-English content consumption in the UK over the past three years. IMAX now seems to be responding to this trend by using Camb.ai’s AI technology as an automatic translator. Mark Welton, president of IMAX Global Theaters, emphasizes that the partnership is aimed at both cost savings and increasing accessibility of IMAX productions.
Just the beginning
It will not have escaped anyone’s notice that AI has made a huge leap in automating media content in the past year. For example, last year it was announced that Spotify translates its podcasts using AI. In addition, our own editor Eric showed earlier this year how easy it is to reproduce oneself with the help of AI. While companies like IMAX are using this technology to reduce costs, it also represents a dramatic change for the markets in which they operate.
The combination of cost savings – and our desire as consumers for the lowest price – will accelerate the development of AI. Competitors will have to follow suit, meaning this cat-and-mouse game will only further fuel change, starting in the entertainment industry.
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Source: www.bright.nl
