How much AI: Redefining Roles in Content Localization

July 10, 2024

In today's rapidly globalizing world, reaching diverse audiences with tailored content has become the No.1 challenge for businesses and content creators. Connecting with global audiences through content localization is crucial for growth in the ever-expanding competitive media and entertainment industry. Artificial Intelligence is revolutionizing global content delivery by enhancing productivity and reducing costs. What was once a post-production hurdle - subtitling - has now become a strategic asset, allowing you to expand your audience significantly and increase revenue.

So, when you need to ensure that as your audience grows and your content needs evolve, the platform must evolve with you, futureproofing your localization workflow. Localization AI is the best bet.

Taking this a step further here we talk about how Human-AI Collaboration is redefining roles in Content Localization, and how it is transforming subtitles, captions, translation, and dubbing for the M&E players and the entire ecosystem, making customer experiences more immersive and engaging through greater personalization.

Embracing the AI paradigm shift

AI has revolutionized localization, making it faster, more efficient, and cost-effective. Gone are the days of relying solely on manual transcription and translation processes. Today, AI-powered tools can transcribe audio, translate text, generate subtitles, and even create voiceovers with unprecedented accuracy and speed. This shift has not only streamlined workflows but also opened new possibilities for reaching global audiences.

Here's a deeper look at the different industries:

Subtitles and Captions: Faster and cheaper

AI has made generating subtitles and captions much more efficient. To understand how it helps us, let's break it down into three levels:

Tier 1: Fully automated captions - AI can create captions all by itself. It listens to the audio, turns it into text, and syncs the text with the video. This is super-fast and very cheap because it doesn't need any human help. The fully automated captions can be used for content with clear audio and straightforward language to maximize efficiency and cost savings. This option is positioned towards the ‘cost’ end of the scale, indicating lower costs but potentially lower quality as well. AI handles all aspects of localization without human intervention.

Tier 2: Hybrid approach: AI with human touch - AI generates the captions first, then humans step in to make them perfect. This mix is a good balance between cost and quality, speeding up the process while ensuring accuracy. Human review ensures these details are accurately captured. Positioned slightly towards the ‘quality’ end but still leaning towards ‘cost’, this option represents a balance between cost and quality. AI handles the initial processing, with human review and refinement to ensure higher quality. This tier works well for content with industry-specific jargon or nuanced language that might confuse AI.

Tier 3: Completely human-made captions - Humans do all the work here. This option is positioned towards the "Quality" end of the scale, indicating higher quality but at a higher cost. This method is reserved for high-stakes content where perfect accuracy is crucial, high-profile media releases. Human translators and editors handle all aspects of localization without AI involvement.

Picking the right balance

Think of choosing localization services like sliding a scale between cost and quality. AI-driven options are cheaper and faster, while human involvement ensures the highest accuracy. So how do you choose how much human and how much AI?

Advice: Assess the importance of accuracy versus speed for your project. For quick turnaround times, lean towards more automated solutions. For precision, opt for more human involvement.

What sets AI Localization apart?

  • Automatic Language Detection: AI distinguishes between languages in mixed-language content, ensuring accurate transcription for each. Regular updates to AI's language detection capabilities keep it aligned with evolving standards and cultural sensitivities.
  • Automatic Time Coding: AI adheres to platform-specific timing rules, synchronizing captions perfectly with audio. Customize time coding settings to match distribution platform requirements for seamless integration.
  • Automatic Compliance and Profanity Checks: AI identifies and censors inappropriate language, aiding compliance with regulations. Stay up-to-date by regularly updating AI's compliance and profanity filters to align with current standards.
  • Smart Tools for Assistance: AI tools assist human editors by pinpointing areas needing attention, suggesting translations, and providing context. Streamline the review process by leveraging these tools, allowing human effort to focus on refinement rather than starting from scratch.

Streamlining workflow

Smooth Workflow: AI manages the entire localization process, from transcription to translation and review, ensuring seamless operations. Integrate AI solutions into existing workflow management systems for enhanced efficiency.

Innovative approaches in localization

  • Force Narration:
    • Traditional Method: Humans translate on-screen text and create narration, a time-consuming process.
    • AI-Powered Approach: AI identifies on-screen text, translates it, and drafts narration, with humans reviewing and correcting. Use AI to handle bulk tasks, optimizing human resources for quality assurance.

  • Translation:
    • AI initiates translations, refined by human review. Leveraging AI for initial translations reduces time and costs, with humans polishing the final product for accuracy.

  • Dubbing:
    • AI is transforming dubbing by making it faster, more efficient, and creatively versatile. Here are some key advancements: Text-to-Speech (TTS)
    • Quick Conversion: Converts text into speech swiftly, perfect for tight deadlines.
    • Customization: Choose language, voice, pitch, and pace for lifelike voiceovers.

  • Tonal Modulation
    • Emotion Matching: Adjusts tones to match original emotional expression.
    • Creative Modulation: Ensures dubbed speech conveys intended emotions, enhancing storytelling.

  • Multiple Voices
    • Distinct Characters: Generates voices for different characters, streamlining the process.
    • Creative Freedom: Offers diverse vocal styles and accents to match original performances.

  • Voice Cloning
    • Vocal Consistency: Replicates specific voices for consistency.
    • Character Continuity: Maintains vocal consistency, crucial for audience immersion.

  • Script Generation
    • Accurate Translations: Reduces errors and saves time with precise translations.
    • Creative Input: Allows focus on enhancing dialogue quality and cultural relevance.

  • Enhancing Creativity
    • Innovative Storytelling: Frees professionals from tedious tasks, focusing on storytelling and character development.
    • Artistic Flexibility: Enables experimentation with voices, tones, and styles for desired outcomes.

Beyond ASR: Exploring AI's full potential

ASR is revolutionizing how content creators make money. By analyzing spoken content and user interactions, ASR provides valuable insights into audience preferences. This helps creators tailor their offerings to match what viewers want, leading to more engaging experiences. ASR goes beyond traditional analytics, offering a deeper understanding of consumer behavior. This allows for targeted advertising that resonates with viewers, boosting engagement and satisfaction. While automatic speech recognition (ASR) has been a big deal, it's just the tip of the iceberg when it comes to AI in localization. AI algorithms have leveled up, combining natural language processing (NLP), machine translation, and deep learning to offer much more than just transcription. Now, we get nuanced translations, subtitles that understand context, and adaptations that connect with everyone, no matter where they're from.

Potential challenges

To make the most of AI-driven localization, it's important to address some common misconceptions and avoid potential pitfalls. While AI offers speed and efficiency, it can't replace human understanding of cultural nuances and context. Combining AI with human review ensures accuracy and quality. Don't forget platform-specific requirements and quality assurance to maintain consistency. By customizing approaches and balancing AI with human oversight, businesses can deliver top-notch localized content to global audiences.


AI is totally changing the game in localization! It's speeding things up, cutting costs, and making the whole process way more efficient. Imagine, from accurate captions and subtitles to top- notch translation and dubbing, AIs got everything covered. With all these cool tricks, content creators can reach people all over the world faster than ever before. And it's not just about speed – AI ensures that content is culturally spot-on and easy to understand for everyone. Plus, it's opening new markets the world over, making global connections easier than ever. As AI keeps getting better, it's only going to make localization even smoother, bringing quality content to even more people around the globe.

Prime Focus Technologies (PFT), the creator of AI-powered technology solutions for the Media and Entertainment (M&E) industry, introduces CLEAR® AI, a purpose-built platform tailored for the M&E industry. This platform represents a seismic shift in providing enterprises with a readily deployable, vendor-agnostic AI platform, complete with AI modules and integrations, to accelerate their enterprise AI strategy with speed and innovation.

PFT also provides technology-led Localization services, delivering unparalleled quality at a rapid pace. Know more at