Warner Bros. Discovery has collaborated with Google, planning to add AI-powered automatic subtitle generation for video content on its streaming site, Max, using Google’s AI technology. The collaboration is expected to enhance the accuracy of subtitles for this service, by leveraging a new tool called caption AI.
Built using Google’s Vertex AI, the new tool, developed on the platform designed for generative artificial intelligence, would first focus in the domain of unscripted programming, converting video content into text. This is different from the scripted shows and films, wherein the dialogue is already set down in writing- captioning of these new technologies make effortless for non-scripted content.
The estimated cost savings from this AI-based solution will be up to 50% for captioning. Additionally, it significantly reduces the cycle time of new captions; creating new captions saves up to 80% in processing times for new caption creation, as both Warner Bros. Discovery and Google have reported.
High-quality captions were important to a project led by Avi Saxena, Warner Bros. Discovery’s head of technology for direct-to-consumer. “Cooperating with Google Cloud to integrate Vertex AI into our caption AI workflow has fast-tracked our captioning process while enhancing efficiency and lowering costs,” he said.
Thomas Kurian, CEO of Google Cloud, described that the partnership is one of the illustrative examples of how transformative AI could be for the media and entertainment industries in producing real business value. Max houses a treasure trove of films and television programmes to include in this vast treasure: from massive pop franchises like Game of Thrones and its prequel, House of the Dragon, to critically acclaimed adaptations like The Last of Us.
As media industry resorts to this trend increasingly for creating automation labor-intensive work, the points of issues here have shifted away from issues concerning displacement of jobs because of automation. But as the director of the 1994 film The Lion King concedes these concerns, he also observes the advantage of AI to democratize content creation- “If literally anybody is given these extremely powerful tools, we should see an upsurge of content and new voices, he noted.
Even though the description AI technology might automate most of the manual transcription work, both Warner Bros. Discovery and Google argue that human transcribers would still be required to verify the accuracy of the AI-generated transcripts. This collaboration speaks of a growing trend toward achieving operational efficiencies in content production while maintaining quality and oversight by utilizing AI.
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