Dubbing has always been an essential cultural tool for bringing global stories closer to local audiences. However, the evolution of artificial intelligence, which now allows voices to be cloned with impressive accuracy, has generated controversy in this field. In this scenario, voice artists are raising a common concern about the need for regulations that guarantee respect for creative work and copyright.
Voice actors fight for recognition in the AI era
Boris Rehlinger may not turn heads on the streets of Paris, but his voice is instantly recognisable to millions of French filmgoers. As the French voice of Ben Affleck, Joaquin Phoenix, and even Puss in Boots, Rehlinger is a star behind the scenes — and now he is fighting to keep his craft alive in the age of AI. He said there was a team of professionals, including actors, translators, production directors, dialogue adapters and sound engineers, to ensure audiences barely notice that the actor on screen is speaking a different language than they hear.
The rise of global streaming platforms such as Netflix NFLX.O, which relies heavily on dubbing to make global hits such as “Squid Game” and “Lupin”, has amplified demand. Consumer research firm GWI says 43% of viewers in Germany, France, Italy and Britain prefer dubbed content over subtitles. The market is expected to grow to $4.3 billion in 2025, reaching $7.6 billion by 2033, according to Business Research Insights.
But as AI-generated voices become more sophisticated and cost-effective, voice actor industry associations across Europe are calling on the EU to tighten regulations to protect quality, jobs and artists’ back catalogues from being used to create future dubbed work. “We need legislation: Just as after the car, which replaced the horse-drawn carriage, we need a highway code,” Rehlinger said.
Streaming, AI and the future of human performance
Given the growing adoption of AI by streaming platforms, dubbing professionals warn that replacing human voices with synthetic ones could compromise not only the quality of productions but also the artistic essence of the vocal work. They argue that transparency in the use of these technologies is essential, arguing that human voices carry emotional nuances that AI cannot yet authentically replicate.
Netflix co-CEO Ted Sarandos said this month that the company used generative AI to produce visual effects for the first time on screen in the original series “El Eternauta (The Eternaut)”. These experiments rely on local voice actors to deliver the lines, rather than use AI to synthetically translate the on-screen performer’s voice into another language.
Despite the various criticisms, there are some who see the advancement of AI as an opportunity to improve processes, but with due ethical respect and directly involving the professional in the process. Experiences like AI-assisted dubbing, which uses technology solely to facilitate technical adjustments, appears as a possibility to reconcile innovation with respect for human labor, while maintaining quality as a priority.
Between innovation and integrity: the dubbed voices debate
Some studios are already cautiously exploring AI. Eberhard Weckerle, managing director of the Neue Tonfilm Muenchen studio, hopes AI and human dubbing can one day coexist.
“The fear is that AI will be used to make something as cheap as possible and then people will say, ‘Okay, I’ll accept that I’ll have poorer quality’. And that would actually be the worst thing that could happen to us,” said the sound engineer whose studio worked on the German version of “Conclave” and is currently dubbing Guy Ritchie’s new film.
The future of dubbing will depend on political and cultural decisions that combine technological efficiency with the appreciation of human talent. More than just replicating voices, it is vital to acknowledge and credit the people behind them to maintain the authenticity of global audiovisual storytelling.