Voice actors face AI challenges in dubbing industry
- Voice actors across Europe raise concerns as AI tools threaten traditional dubbing jobs, calling for stronger regulations and fair practices.
Concerns rise as AI enters dubbing
Boris Rehlinger, the French voice for actors such as Ben Affleck and Joaquin Phoenix, is among those worried about artificial intelligence replacing their work. He is part of TouchePasMaVF, a French initiative advocating for human-created dubbing. Rehlinger said dubbing requires teams of actors, translators, sound engineers and directors to make language changes seamless for viewers. The growth of global streaming platforms like Netflix has increased the demand for dubbing significantly in recent years.
A consumer survey by GWI found that forty-three percent of viewers in Germany, France, Italy and Britain prefer dubbed content to subtitles. The global dubbing market is projected to reach four point three billion dollars in 2025 and grow to seven point six billion dollars by 2033, according to Business Research Insights. This expansion could fuel interest in AI-powered tools as platforms compete for subscribers and advertisers. Voice actor associations, however, say the technology threatens jobs and quality standards. They have urged the European Union to create clear regulations for AI use in the industry.
Intellectual property and regulation
“We need legislation: just as after the car replaced the horse-drawn carriage, we need a highway code,” Rehlinger explained. These concerns follow wider debates in Hollywood in 2023, when strikes led to new guidelines on AI in film and television. Netflix confirmed this month that it used generative AI for the first time on-screen in the series El Eternauta (The Eternaut). Sources familiar with the company’s plans said it has also tested AI-driven lip-syncing to improve dubbed dialogue, though it still relies on local voice actors to record lines.
The new SAG-AFTRA union contract allows AI use in dubbing as long as human actors are compensated, but voice actors remain wary. In Germany, a viral TikTok campaign by 12 dubbing actors gained 8.7 million views, calling to “protect artistic, not artificial, intelligence.” A petition from the VDS voice actors’ association calling for explicit consent and compensation when training AI on artists’ voices has drawn over 75,500 signatures. VDS also seeks clear labeling of AI-generated content to ensure transparency. Its members warn that the erosion of intellectual property rights could discourage future creative work.
Studios test hybrid solutions
Some studios are experimenting cautiously with AI-assisted dubbing. Eberhard Weckerle, managing director of Neue Tonfilm Muenchen, said he hopes AI and traditional dubbing can coexist. He fears that a push for cheaper, fully automated solutions could harm quality and viewer experience. His studio recently worked on the German version of Conclave and is now dubbing a new Guy Ritchie film.
Earlier this year, streaming service Viaplay removed the German-dubbed version of its Polish crime series Murderesses after viewers criticized the monotony of AI-generated voices. Viaplay had opted for hybrid dubbing using both AI and human actors through Israeli startup DeepDub to reduce costs. Executive vice president Vanda Rapti said the company will continue to use subtitles widely and reserve dubbing for select content. Other services see opportunities: Audio Innovation Lab, which dubbed Black Dog from Chinese to German, uses AI to adapt the original actor’s voice to the target language. CEO Stefan Sporn believes AI will transform voice work but not eliminate it.
Related developments
Flawless AI, another startup, describes itself as an ethical AI firm that collaborates with local voice actors and uses its tools to match lip movements across languages. Co-CEO Scott Mann said that properly applied AI could significantly change how films are produced. Meanwhile, GWI research shows nearly half of viewers say they would not mind if AI was used in content they enjoy. Around twenty-five percent would like it slightly less, and only three percent would view it much more positively.
The debate over AI in dubbing continues as technology advances and studios weigh cost savings against quality and ethics. Voice actors and industry groups warn that without stronger safeguards, creative professionals risk losing both control and fair compensation. The European Union is expected to review calls for tighter regulations in the coming months.
