Artificial Intelligence (AI) is the most game-changing technology in live streaming today. The capabilities of AI to produce faithful translations are well recognized across most sectors, but what about when it comes to translating live content into multiple languages? This advanced technology is currently transforming how live content is localized for global audiences, from real-time speech recognition to automated translation and voice synthesis. Real-time subtitles and AI-assisted dubbing make it possible to break down language barriers instantly and open content of all kinds up to audiences around the world. As viewers increasingly expect content to be available in their language, AI’s ability to provide real-time subtitles and dubbing for live content is a critical tool for reach, audience retention, relevance, and revenue in today’s hyper-competitive market. 

In this article, we look specifically at the value of real-time subtitles and dubbing for live content, some real-world applications of subs and dubs created using AI, and some examples of cultural differences when it comes to consuming foreign-language entertainment. 

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The value of real-time subtitles and dubbing

In the last decade, developments in AI-focused localization technologies have significantly improved the accuracy and efficiency of audiovisual translations. These AI systems have advanced to such a degree that they now offer real-time speech recognition with up to 97% accuracy and support over 70 languages, making live content more accessible than ever before. Amidst the complex and highly competitive world of live streaming, whether audiences value platforms for more than just content, real-time subtitles and dubbing are becoming essential features that can help attract greater viewership and engage global audiences. 

But the value of real-time subtitles and dubbing extends beyond accessibility. Live translations enhance viewer engagement by providing immediate comprehension of the content, which is particularly valuable in regions home to more than one mother tongue. AI-powered dubbing solutions can also replicate human speech patterns, accents, and emotions, offering a more personal, human, and immersive experience for viewers. These kinds of technologies can also help content providers comply with accessibility regulations in different countries and regions, such as the Americans with Disabilities Act (ADA) and the European Accessibility Act, by ensuring that live broadcasts are inclusive for all audiences.

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Real-world applications of real-time subtitles and dubbing

​Real-time subtitles and dubbing are being adopted today across a multitude of industries in a bid to enhance accessibility and engagement with live content and even events. One leading example of the integration of real-time localization technologies is Amazon Prime Video, which has initiated a pilot program using AI-assisted dubbing for select titles, including El Cid: La Leyenda and Mi Mamá Lora, in English and Latin American Spanish. But this application is still a hybrid approach, as it combines AI translations with human revision to maintain quality, while bringing previously undubbed content closer to a broader demographic.

But this technology is not just improving accessibility and engagement in viewers’ homes. Platforms such as SyncWords offer embeddable players that provide live captions, multilingual subtitles, and AI audio translations for live virtual events, allowing attendees to understand and participate in multilingual scenarios. Other tools, such as Maestra and Felo Subtitles, are being used to provide real-time transcription and translation in educational settings and corporate meetings, and can be fully integrated with platforms such as Zoom and Google Meet.

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Cultural nuances shaping real-time localization

Despite the unprecedented advances and tangible benefits of incorporating AI into real-time localization strategies, human oversight, for now, is still a very important part of the process. AI can translate words, and there is no doubt about that. But it is still not advanced enough to detect and incorporate cultural nuances into its translations, such as humor, tone, or idioms. For this, the process still requires human translators and proofreaders to check the texts to ensure both the texts and subtexts, including cultural references, are accurately conveyed. 

It is also important to note the potential discrepancies that could appear between subtitles and a dubbing script. If one has been translated by a computer and the other by a human, there are likely to be differences in style, tone, and even meaning. The result could be confusion and alienation for viewers who are unable to enjoy the content due to a poor localization experience, possibly leading to lower ratings and even churn. To avoid this, many content providers and streaming services are adopting a unified localization workflow, which uses the same culturally-aware script across both subtitles and dubbing, even with live content.

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