Amazon Prime Video And Netflix Revive AI Anime Dubbing Push After 2025 Backlash
Amazon Prime Video appears to be quietly revisiting its controversial plans around AI-generated anime dubbing, according to details revealed in a recently deleted job listing. While the company has remained publicly silent on the issue since last year’s backlash, the wording of the role strongly suggests that AI-driven localisation remains part of its long-term content strategy. The move has already reignited debate among anime fans and industry professionals, especially given the platform’s earlier failed attempts to introduce AI-generated English dubs for popular titles.
According to the listing, the role would be responsible for shaping the creative vision behind AI-assisted dubbing, with a focus on expanding the technology into new languages and content categories. It also emphasised the development of hybrid workflows that blend AI efficiency with artistic and culturally sensitive refinement, indicating that the company is attempting to strike a balance between automation and creative oversight.
The language suggested that Prime Video views AI dubbing not as a temporary experiment but as a scalable solution for international storytelling. The job listing was reportedly created on January 17 and removed just five days later, adding to speculation about internal sensitivity around the topic.
Together, these developments indicate a broader shift towards AI-assisted localisation, particularly for content like anime that requires extensive dubbing across multiple markets.
The backlash escalated when voice actor Daman Mills publicly condemned the move, writing, "After years of fans hoping for an English dub of Banana Fish, you give it to us as AI-generated garbage? It's disrespectful as hell. Was a queer trauma narrative handed to a machine because paying real actors is too hard? Fix this, or I personally will not work with you as an actor EVER AGAIN on any of your dubs."
Within days, the AI-generated dubs were quietly removed from the platform without explanation.
For anime fans and creators alike, the renewed focus on AI dubbing raises familiar questions about authenticity, creative labour and the future of localisation in an increasingly automated entertainment landscape.
Deleted Job Listing Points To Expanded AI Dubbing Ambitions
The job listing, which was briefly live before being taken down, sought a Creative Director for Prime Video’s Localisation Enablement and Accessibility Program. The description made explicit references to an AI-enabled dubbing platform, signalling that the streaming service is exploring ways to scale anime localisation using generative artificial intelligence.According to the listing, the role would be responsible for shaping the creative vision behind AI-assisted dubbing, with a focus on expanding the technology into new languages and content categories. It also emphasised the development of hybrid workflows that blend AI efficiency with artistic and culturally sensitive refinement, indicating that the company is attempting to strike a balance between automation and creative oversight.
Focus On Hybrid Workflows And Global Expansion
Beyond automation, the deleted posting highlighted ambitions that went far beyond basic cost-cutting. The role called for leadership in establishing quality benchmarks, ethical standards and cross-cultural storytelling practices within AI-assisted dubbing. The responsibilities included driving global expansion, setting creative strategy and ensuring collaboration between human creatives and AI systems.The language suggested that Prime Video views AI dubbing not as a temporary experiment but as a scalable solution for international storytelling. The job listing was reportedly created on January 17 and removed just five days later, adding to speculation about internal sensitivity around the topic.
Industry Context And Growing Use Of AI In Localisation
The timing of the listing was notable, as it appeared just days before another major streaming platform publicly acknowledged its growing reliance on artificial intelligence. That company stated it was using AI to improve subtitle localisation and support creative teams, reinforcing the idea that AI tools are becoming increasingly embedded across the streaming industry.Together, these developments indicate a broader shift towards AI-assisted localisation, particularly for content like anime that requires extensive dubbing across multiple markets.
Fan Backlash Still Looms Large
Despite these ambitions, Prime Video’s previous attempt at AI anime dubbing remains a sore point among fans. In November 2025, the platform released AI-generated English dubs for No Game No Life Zero, Vinland Saga and Banana Fish. The response was swift and overwhelmingly negative, with viewers criticising the emotional flatness and perceived lack of respect for the source material.The backlash escalated when voice actor Daman Mills publicly condemned the move, writing, "After years of fans hoping for an English dub of Banana Fish, you give it to us as AI-generated garbage? It's disrespectful as hell. Was a queer trauma narrative handed to a machine because paying real actors is too hard? Fix this, or I personally will not work with you as an actor EVER AGAIN on any of your dubs."
Within days, the AI-generated dubs were quietly removed from the platform without explanation.
Silence Raises Questions About The Road Ahead
To date, Prime Video has not issued any official clarification on why the AI dubs were withdrawn or how the backlash has shaped its future plans. The emergence and rapid deletion of this job listing, however, suggests that AI anime dubbing is far from abandoned. Instead, the company may be recalibrating its approach, placing greater emphasis on creative oversight and ethical standards as it looks to reintroduce the technology more carefully.For anime fans and creators alike, the renewed focus on AI dubbing raises familiar questions about authenticity, creative labour and the future of localisation in an increasingly automated entertainment landscape.
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