In the dynamic landscape of global entertainment, delivering diverse content through accessible and relatable formats is not just good business — it’s essential.
The rise of streaming giants like Netflix, Amazon Prime Video, and Disney+ has ignited an irreversible trend for exceptional localized content.
But with a global audience comes a vast array of cultural and language nuances, making localization an increasingly complex process that requires deep expertise.
In today’s data-driven world, AI offers localization service providers a unique opportunity to expand the reach and impact of that expertise by streamlining and enhancing processes.
Like all things AI, it’s not a magic wand and it cannot replace human expertise and creativity.
But it can help providers offer more targeted, efficient, and cost-effective services to their clients, creating new revenue opportunities and increasing content accessibility in the process.
Expanding reach and revenue
Localization is not just about reaching more viewers; it’s about unlocking new revenue streams. By making content accessible to as many audiences as possible, content owners can further monetize their assets by expanding to niche markets that are typically underserved by localization efforts.
AI-enhanced localization facilitates the exploration of languages beyond the commonly localized ones, thus addressing a critical gap in global content accessibility.
Breaking new ground with AI-enhanced localization
The integration of AI/ML-powered tools, such as Vubiquity’s language and transcription technologies that incorporate best-in-market innovations like OpenAI’s Whisper Platform, has revolutionized the localization process.
These technologies enable rapid and accurate translation, subtitling, and dubbing, of content into languages that were previously considered economically infeasible due to the high costs associated with traditional localization methods.
By automating significant portions of the localization workflow, service providers can efficiently produce localized assets for languages with smaller speaker populations or complex linguistic structures.
This enables immediate accessibility to new and underserved regions, expanding content monetization potential in the process.
Translation is only part of the equation …
Localization extends beyond just language translation. It involves adapting content to the cultural norms and expectations of a specific region or country. This includes everything from dialogue, music and jokes to cultural references, product placement, and even character names. Ultimately, it’s about creating an immersive experience for the viewer that feels as if the content was originally created for them.
However, localization encompasses more than just extending content accessibility across various regions and cultures; it also includes timed-text accessibility features such as closed captioning and audio description, creating a more inclusive experience for all viewers.
… Since you also need in-region expertise
To successfully localize content, having in-region knowledge and expertise is crucial. Viewers know immediately when something doesn’t translate (literally or figuratively).
Localization experts with deep knowledge of a region’s cultural nuances, slang, and idioms can adapt content in a way that resonates with the local audience.
This level of expertise not only enhances the quality of localized content but also helps avoid potential misinterpretations or cultural faux pas.
While AI significantly enhances the efficiency and scope of localization, the importance of human oversight cannot be overstated.
Integrating AI tools with the expertise of in-house, external translators, and studio partners worldwide ensures that localization services uphold the highest standards of linguistic quality and cultural sensibility.
A vision for global connectedness
The integration of AI into localization processes represents a pivotal shift towards a more connected and accessible global content landscape. As we continue to innovate and expand our localization capabilities at Vubiquity, our goal remains clear: to bridge linguistic and cultural divides, fostering a deeper understanding and appreciation of diverse stories and perspectives.
By embracing AI-enhanced localization, the media and entertainment industry can unlock unprecedented opportunities for global content accessibility and revenue generation. It’s a future where every story finds its audience, and every voice is heard — regardless of language or geography.
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By Matteo Natale, Head of Global Localization, Vubiquity