AMAZON Prime users have slammed a big change to the streaming service that’s so bad it causes “physical pain” to watch.
Some say it leaves them so “uncomfortable” that they intend to cancel their subscription once and for all.
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Amazon is testing a brand new feature for some movies and TV shows on Prime.
It’s designed to make the company’s huge catalogue of content accessible to more people.
But those who have tried the new feature don’t appear to be impressed.
Amazon has announced an AI dubbing pilot, so viewers can watch foreign cinema in their native language without subtitles.
It comes amid a surge in interest for non-English language shows, such as Netflix’s Squid Games.
Traditionally, dubbing is recorded by voice over artists.
However, costs limit the amount of titles that streamers are willing to dub.
So instead Amazon is using AI to do the work.
Viewers who have already tried it out have criticised the quality.
“This is messed up, it’s not possible that out of nowhere the Google voice comes in, I believe it’s a monotonous voice but to change like that from one voice to another, is it at that level?” one user wrote on Reddit.
“Seriously, this causes physical pain, it’s bizarre how they dared to publish it like that,” another said.
“It’s comical, it’s tragic.”
A third added: “Second-hand embarrassment, I don’t know how the people who produced this don’t feel uncomfortable having done this.”
Amazon says the trial will only be available on 12 licensed movies and series to begin with.
It will only dub in English and Latin American Spanish for now.
Titles include El Cid: La Leyenda, Mi Mamá Lora, and Long Lost.
The firm added that it is taking hybrid approach to dubbing using “localization professionals” to ensure quality control.
“At Prime Video, we believe in improving customers’ experience with practical and useful AI innovation,” explained Raf Soltanovich, VP of technology at Prime Video and Amazon MGM Studios.
“AI-aided dubbing is only available on titles that do not have dubbing support, and we are eager to explore a new way to make series and movies more accessible and enjoyable.”
Prime time! Don’t miss out on perks
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Don’t squander those prime-ium benefits, says Sean Keach, The Sun’s Head of Technology and Science…
If you’re an Amazon Prime member, you’re probably paying $14.99 or £8.99 every single month.
And if you’re only using it for faster deliveries, you’re ignoring loads of money-saving perks.
You’re already paying for Prime, so you might as well get your money’s worth.
First off, you can try Amazon Photos, which is extremely handy if you’re a serial snapper.
It gives you access to unlimited full-resolution photo storage, as well as 5GB for videos.
Second is Prime Reading, which serves up “a rotating collection of over 3,000 digital books, audiobooks, magazines, comics, and more”.
It’s perfect for bookworms, and is totally free with your regular Prime membership.
It’s great to pair with another perk called Amazon First Reads.
This gives you early access to a brand new book for free every single month.
Third is one for gamers, and is aptly named Prime Gaming.
You’ll get free games and in-game content every month on a rotating basis.
And if you’re a fan of Twitch, you’ll even be given a free channel subscription to use each month.
On top of that, you’ll be able to play some free games using Amazon’s Luna cloud-gaming service.
Audiophiles will want to check out Amazon Music, which gets you ad-free listening to over 100 million songs, along with thousands of playlists and popular podcasts.
And here’s a bonus one if you’re in the US: free Grubhub+.
It’s one of the best perks because it gets you a year subscription that would normally cost $9.99 a month.
You’ll get unlimited $0 delivery fees on any order over $12 with your membership, but it’ll terminate if you cancel Prime.
By Sean Keach
