Canadian production theater company IMAX has reportedly announced its partnership with Dubai-based Camb.AI to present its content in local languages globally. On Monday, the company reportedly announced that it will leverage artificial intelligence (AI) tools to translate its original content into 140 languages so that viewers can enjoy it in their local languages. Notably, according to the report, the technology will be offered only in IMAX branded theaters. It is believed that IMAX is targeting the growing popularity of non-English content around the world with this move.
IMAX is reportedly using AI to translate original content
The production theater company has teamed up with Camb.AI, an AI firm that specializes in speech models, TechCrunch reports. With this collaboration, IMAX is reportedly planning to release its entire content library in localized content globally.
From a strategic perspective, the company is said to be targeting the growing popularity of South Korean, Indonesian and other Southeast Asian content in Western countries and the rest of the world. Although such content is available with subtitles on various platforms, dubbed content is less available due to the high cost of production.
However, AI-powered dubbing has not been used on a large scale yet. IMAX, on the other hand, plans to offer real-time AI voice translation in theaters globally. This means cinemas in every country will get the company’s original content in their native languages. The report did not specify how IMAX would tackle the challenge of showing content in regions with multiple local languages, such as India.
Camb.AI has reportedly deployed its AI dubbing and speech translation for live sports events such as the Australian Open, Eurovision Sport, and Major League Soccer. It uses a dialect model that specializes in speech-to-text translation, and Mars that simulates speech. Both models are part of the AI firm’s DubStudio platform that supports 140 languages.
Akshat Prakash, co-founder and chief technology officer of Camb.AI, told TechCrunch that, unlike companies like OpenAI and Anthropic, it is not trying to expand its AI tech stack horizontally and instead expand its offerings by Focusing on increasing verticality. The executive also highlighted that some of its large language models (LLMs) have less than 100 million parameters.
