AI voiceover technology isn’t a choice between efficiency and effectiveness. Pair it with the right human talent to deliver global scale and engagement across markets.
Streaming companies recognize the power of video to drive international acquisition, retention, and both on- and off-service engagement. The challenge is to deliver hyperlocal content at scale when time, budget, and resources are limited.
One of the major blockers is finding the right local voice talent, especially in low-footprint markets. Generative AI voiceover tools promise a potential solution.
However, a surface-level reading of a 2024 study by the University of British Columbia (UBC) appears to confirm a common suspicion. While AI voiceovers increase content production by 22%, they decrease engagement by almost the same amount.
In an industry where engagement is the ultimate measure of effectiveness, the easy call is to park AI voiceover tools until the technology can deliver better results.
That’s a mistake. A more nuanced interpretation of the data reveals a complex picture, where the right balance of AI tech and human talent can enhance international viewer engagement.
AUTHENTIC VOICEOVER IN LOW-FOOTPRINT MARKETS
There’s a surprising detail hidden in the UBC research: although native human voices drive 9% more engagement than AI, non-native human voices are 16% less effective.
Complaints about robotic or unnatural AI voices are common. Prime Video launched a pilot project in March 2025 that uses AI to translate closed captions for on-service movies and series and turn them into dubbed speech for otherwise unavailable languages. Localization experts collaborate with the AI for quality control. However, viewers have criticized the initial results, suggesting there’s more work to do to deliver a rewarding viewer experience.
Even so, the UBC data suggests the AI dubs will drive better engagement in those markets where no native human voices are available. For Prime Video, the issue isn’t using AI to improve processes and scale. Instead, improving the collaboration with native localization experts to finesse the VO output would yield a higher-quality product and greater returns.
That’s how one of our clients achieved a 78% YouTube view rate for off-service content featuring Spanish AI narration – well above Google’s target of 10–15%. Human intervention made this possible.
A native Spanish copywriter wrote the script. Although the ElevenLabs voice generator created the actual VO, a native speaker extensively edited the accent, pronunciation, intonation, and rhythm to ensure it was publication-ready. This was a manual process, as each change meant the VO had to be regenerated – and checked again.
AI technology makes local video creation possible where it hasn’t been previously. Human intervention significantly improves the video’s quality and effectiveness. However, taking the time to get it right does slow down the process, reducing the potential for time and cost savings. And there’s one important caveat: the Spanish VO was narration-only, so it sidestepped some of the challenges that come with dubbing.
DUBBING THAT DELIVERS ENGAGEMENT
Netflix’s Squid Game is an infamous example of the disconnect that can occur when separate agencies handle localized subtitles and dubbing. Viewers quickly complained about discrepancies between the two that distorted the content’s meaning.
Uniting localization workflows and leveraging AI technology can remove this friction and create a more rewarding viewer experience. One client follows this principle to deliver compelling off-service content. They’re working with cutting-edge LipDub AI technology to turn human-localized subtitles into compelling AI dubs, removing the need for separate processes and cost streams.
The tool uses AI to track the actor’s face and isolate the specific movements and sounds they’re making. It can then map these into another language, making it look like the actor is really speaking the dubbed version. This improves viewer experience and engagement by removing distracting mismatches between dubs and lip movements. It also significantly simplifies the workflow, reducing costs by over 40%.
However, there are limitations. It’s best to reserve it for simple content with only a handful of clearly identifiable actors, as the tool’s accuracy suffers in crowded or complex scenes. It’s also important to make sure translated versions are roughly the same length as the original. Otherwise, the actor will look and sound as if they’re speaking unnaturally quickly.
From Prime Video to LipDub AI, AI voiceover technology is currently delivering better results for shorter, simpler off-service content. With that in mind, it may be better to focus AI testing efforts here first. Then, as the technology develops and quality improves, it will be easier to transfer learnings to more complex on-service content. Regardless of how the technology evolves, expert human input will remain essential to drive engagement and deliver a quality viewer experience.
HUMAN SOUNDALIKES DRIVE BETTER RESULTS
Of course, applying AI voiceover technology to off-service isn’t without risk. One clear takeaway from the UBC research is that AI technology is more beneficial for newer content creators. For well-known characters or IP with a familiar voice and identity, AI voiceovers can actually reduce engagement.
This has some key implications for streaming companies. Employing soundalike actors for off-service content can be a powerful way of keeping successful animated IP top of mind, and so driving continued on-service engagement.
The temptation may be to swap out human voices with AI alternatives, given the possibility of achieving a closer likeness to the original voice, while also reducing costs. Don’t do this. Off-service engagement is one of the most potent drivers of on-service engagement. And the data is clear: when working with a known personality, human talent will deliver better results.
FINAL THOUGHT
AI voiceover technology makes it possible to create local video content at scale, even in markets with fewer available resources. But on its own, it won’t deliver the most engaging experience for viewers, limiting its impact on your international growth trajectory.
However, by pairing the right voiceover technology with experienced, native human talent, streaming companies can deliver off-service impact – driving multi-market viewer acquisition and retention.
Want help balancing human expertise and AI scalability to increase international engagement? Get in touch with us today.
