Amazon’s Anime Dub Controversy
- 1 day ago
- 3 min read
By Teresa Sun
In corporations’ push for greater utilization of AI, the line between efficiency and quality is often blurred. Critics argue that Amazon Prime Video crossed that line by replacing professional voice actors with AI-generated dubs for several flagship anime titles. The action placed Amazon at the center of a heated debate over the role of artificial intelligence in creative industries.
Dubs involve replacing the original soundtrack of a video with one in a different language, improving their
accessibility for viewers who do not speak the video’s original language. They also allow viewers to enjoy content without being tethered to subtitled translations. However, a poorly made dub can strip away the original meaning behind spoken word through changes in tone or inaccurate translation.
According to Amazon News, Prime Video chose to offer AI-dubbing on licensed movies and series that would not have been dubbed otherwise. However, controversy erupted when Amazon Prime Video released AI-generated English and Latin American Spanish dubs for several anime titles, most notably “Banana Fish,” “No Game No Life: Zero” and “Vinland Saga” —series that are celebrated for their intense emotional performances. Fans online were quick to criticize the dubs for being “unlistenable” and lacking the natural rhythm and stress of human speech according to FindArticles. The voice acting community was also incensed. Ethical concerns arose, as professionals argued that AI dubbing devalues the craft and threatens the livelihoods of actors. Veteran voice actor Benjamin Diskin, who posts as @BenjaminDiskin claims there was a lack of soul in the performance and emphasized that voice acting and dubbing are more than vocal reproduction—empathy by expressing the original actor’s emotions in the dub is essential as well.
“Using AI to dub anime is unethical and unsustainable because it takes jobs from voice actors and its unable to properly interpret the emotion behind the art. Localizing the intricacies of language is one of the more interesting things that human translators do,” Junior Sayaka Yu said.
Following the ridicule, Amazon quietly removed the dubs. Spokesperson Andrey Soltanovich stated the company was “experimenting” with AI as part of a beta test to expand language options, emphasizing that they value the community’s feedback. This was not Amazon’s first attempt using AI to dub content; the company previously faced backlash for an AI-dubbed Portuguese film that was met with similar disdain. In this instance though, the use of AI-dubbing gained more attention due to the larger and more passionate global fandom surrounding anime.
This incident mirrors a broader trend: corporations like Disney and Netflix have also flirted with AI to replace humans in background voice recording or script translations. However, according to Pew Research Center, the public has generally rejected these moves, viewing them as cost-cutting measures and wanting more control over how AI is used.
While Amazon’s experience was widely panned, it highlights a shifting entertainment industry moving toward an era where AI assists humans with technical tasks to speed up production. However, as AI usage becomes more prevalent, humanity is becoming a differentiator from AI that carries a creative premium. Amazon’s debacle suggests that while AI can translate a script, human input may still be necessary to ensure a story resonates with its audience.
About the Contributor
Teresa Sun
front page and lifestyle editor
Teresa Sun is a junior at Leland High School and the Front Page and Lifestyle page editor for the Charger Account. She spends most of her time at the dance studio practicing for competitions or locked in her room playing the violin and doing homework, but can be occasionally spotted hanging out with friends at the mall.
Juliana Shin
artist
Juliana Shin is a sophomore at Leland High School and an Artist for The Charger Account. In her free time, she admits to doom scrolling on Pinterest for drawing references or playing with dog, Simba. During other times, she prefers to sleep in and watch horror movies with her mom.
