As more and more people around the world are watching content online, there is a growing interest in movies and shows that are not in English. In fact, the demand for non-English content has started to outpace the demand for English-language films and series. To take advantage of this trend, IMAX, the well-known company famous for its large theaters and immersive movie experiences, is using artificial intelligence (AI) to help translate and adapt its original content for different languages and cultures.
According to a report from PwC, the entertainment and media industry grew by 5% in 2023, reaching a total value of $2.8 trillion. This industry is expected to keep growing, but at a slower rate of about 4% each year, potentially reaching $3.4 trillion in the next five years. Interestingly, even in countries where English is the main language, like the U.S., U.K., Australia, and Canada, non-English content is becoming increasingly popular. For instance, Netflix reported that its viewership of non-English shows in the U.K. grew by an impressive 90% over the past three years.
Recognizing this shift, IMAX is now looking into how AI can help them translate their films and documentaries to reach a wider audience. Recently, they announced a partnership with a Dubai-based startup called Camb.ai, which specializes in AI technology for translating spoken content.
Camb.ai has already successfully used its AI tools for live sports events, such as the Australian Open and Major League Soccer, to provide real-time dubbing and translation. They have developed two key AI models: one called Boli, which converts spoken language into written text in another language, and another called Mars, which takes that written text and turns it back into speech, mimicking the original audio, including background sounds.
The co-founder of Camb.ai, Akshat Prakash, who previously worked at Apple on AI technology for Siri, explained that their models are designed to focus on specific tasks rather than trying to cover a wide range of functions like some other companies do. This specialization allows Camb.ai to provide more accurate translations.
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Prakash also mentioned that Camb.ai uses a careful approach to training its AI models. About 70% of the data used to train their models comes from academic sources that can be commercially used, while the other 30% is refined using data from early partners who test their technology.
The way Camb.ai’s translation works is quite advanced. The Boli model takes spoken words, translates them into text in another language, and keeps the original tone and style intact. Then, the Mars model converts that text back into speech, ensuring it sounds similar to the original audio, which is particularly important for maintaining the feel of live events.
Camb.ai’s technology can provide translations in up to 10 different languages at the same time, with only a short delay of about 20 to 30 seconds, which is manageable within the typical delays of streaming broadcasts.
IMAX plans to introduce these AI-driven translations gradually, starting with languages that are more commonly spoken and used. This move comes after they tested Camb.ai’s technology on some of their original content and found it promising.
Mark Welton, the president of IMAX Global, mentioned that while they are just beginning this partnership, they are excited about the potential benefits it could bring, particularly in reducing translation costs, although he did not provide specific figures on the savings.
Currently, Camb.ai has a team of 50 employees and recently raised $4 million in funding to help grow their operations. They are also working on securing additional funding to expand their reach and hire more staff.
