Amazon is bringing a high-tech twist to its Prime streaming service by testing AI-powered dubbing for select movies and shows. This new feature replaces original audio with translated tracks, breathing fresh life into titles that never had dubbed versions before—like the 2003 animated hit El Cid: La Leyenda. Announced this week, the Seattle giant’s initiative starts with 12 licensed titles, offering dubbed audio in English and Latin American Spanish.

The company isn’t going all-in on machines, though. Amazon promises a “hybrid” setup where local pros team up with AI to keep the quality top-notch. It’s a smart move to expand Prime’s appeal, especially for viewers eager to enjoy global content in their own language. Meanwhile, competitors like YouTube and Meta are also jumping on the AI-dubbing train. Last year, YouTube launched a tool letting creators translate videos into multiple languages, and in September, Meta revealed plans to auto-translate voices in Reels. With Amazon now in the mix, AI could soon redefine how we watch the world.