Netflix Tests AI for Subtitles and Dubbing, Raises Questions About Accuracy
Netflix is increasingly turning to artificial intelligence to enhance subtitles and dubbing as it looks to serve audiences across different languages more efficiently. The streaming platform recently experimented with AI-driven tools during the production of the science fiction series The Eternaunt, using the technology to assist with post-production and technical processes.
One of the main goals behind this move is to simplify and speed up localisation. Producing subtitles and dubbed audio for dozens of languages is both expensive and time-consuming. AI systems can generate translations faster and help align dialogue with on-screen speech, potentially allowing Netflix to release shows worldwide with fewer delays. The company has made it clear, however, that these tools are intended to support human professionals, not replace them.
Still, early results have highlighted clear limitations. In the series Love Through Prism, viewers reported noticeable gaps between what was spoken and what appeared in the subtitles. Such mismatches have sparked debate about whether automated systems can consistently handle long-form storytelling. Language is shaped by context, emotion, humour, and cultural detail—areas where machines often struggle.
Netflix acknowledges these concerns but remains confident about AI’s long-term potential. According to the company, technology can handle repetitive and technical tasks, allowing translators and voice artists to focus on refining tone, intent, and cultural meaning. While AI proved effective in handling production-related work on The Eternaunt, localisation quality still relies heavily on human review.
Industry observers point out that translation is not just about converting words but about conveying meaning. Automated systems may improve efficiency, but they lack the instinct and sensitivity needed to capture regional expressions and emotional depth.
As streaming platforms continue to expand globally, AI-assisted localisation is likely to grow. However, its success will depend on careful supervision, constant improvement, and a clear understanding that technology works best when paired with human insight.
