Amazon.com Inc. (AMZN) just learned an expensive lesson about cutting corners with artificial intelligence. Prime Video has pulled several AI-generated voice dubs from its streaming library after viewers spent weeks dunking on the robotic performances across social media.
The criticism reached peak intensity when one user posted on X about the AI English dub for anime series "Banana Fish," calling it "hilariously bad at times." The post racked up more than 15,000 likes, with commenters piling on to agree. The main complaint? Characters sounded completely emotionless, even during intense moments like getting shot. Turns out viewers notice when dramatic scenes sound like they're being narrated by a GPS.
The AI Dubbing Experiment Gone Wrong
Prime Video launched its AI dubbing pilot program back in March with seemingly good intentions. The company positioned it as a way to make "licensed movies and series that would not have been dubbed otherwise" accessible across language barriers. The idea was straightforward: use AI to translate and dub foreign content so viewers worldwide could enjoy shows from different countries without reading subtitles.
But instead of breaking down barriers, the program sparked a revolt. Some customers are canceling their Prime memberships entirely over the company's decision to replace human voice actors with AI.
Voice actor Daman Mills, who has dubbed various anime series for Prime and other streaming platforms, captured the sentiment perfectly in a post on X: "You don't wanna pay me? I don't wanna pay you."
Amazon did not respond to requests for comment from media outlets about the decision to pull the AI dubs.
Amazon's Broader AI Struggles
The voice dubbing fiasco isn't Prime Video's first brush with AI criticism. Earlier this year, an AI-generated synopsis for the classic film "Dog Day Afternoon" went viral on BlueSky for all the wrong reasons. The summary included the delightfully broken phrase: "Unfortunately I do not have enough information to summarize further within the provided guidelines." Nothing says cutting-edge technology like an AI admitting it can't do its job.
Prime Video has also experimented with AI-generated movie posters, which have been largely panned by viewers. One poster for the 1922 silent film "Nosferatu" drew particularly harsh reviews.
Amazon isn't alone in facing backlash over AI implementations. Streaming service Crunchyroll caught heat earlier this year after its AI-generated subtitles contained multiple errors, according to media reports.
The pattern is clear: streaming platforms are racing to deploy AI as a cost-cutting measure, but audiences aren't buying it. When the technology fails to match human quality, especially in creative work like voice acting, viewers notice immediately and they're not shy about saying so.
