Perspectives

Generative AI in media, entertainment and gaming

Unlocking new possibilities through AI autolocalization

In today’s dynamic landscape, companies are actively seeking innovative strategies to maximize global reach while minimizing operational disruptions. From the media to the gaming industry and beyond, Generative AI autolocalization is changing what’s possible in creative work.

AI in media, entertainment and gaming: A personalized future

Imagine an advertisement: the video automatically translates languages to each geographic region, the background content is adjusted and personalized, and the advertisement costs less on a cost per thousand impressions (CPM) basis. That’s the potential of Generative AI in industries such as media, entertainment and gaming. Generative AI can demonstrate its ability to take existing data and create something that closely complements human creativity.

When it comes to media solutions, Generative AI can take the creative process to new heights—producing virtual characters, environments, music and immersive experiences for users. In the media and entertainment worlds, Generative AI holds the potential to revolutionize talent roles above and below the line. Furthermore, fed the right data, Generative AI can create personalized content tailored to an individual customer’s preferences. In the gaming industry, Generative AI can generate dynamic worlds, characters and stories that will enhance the user experience.

Media solutions: Autolocalization with Generative AI

Generative AI autolocalization and its potential benefits

As consumers watch their favorite streaming series, play video games and shop online, today's smart companies use localization to ensure effective global outreach. Consumers often don’t think about how content is adapted to their culture, language and, in some cases, even their religion, but content providers do. Our research data shows that good, localized content and information are more likely to lead to higher customer retention and brand loyalty, as content is personalized. Deploying Generative AI on localization processes can help a business overcome common scalability problems, such as the struggle to retain clients and/or to meet ever-increasing growth targets—while forming an excellent global business reputation through word of mouth to new users.

AI autolocalization can help reduce costs, and open new markets for content that wouldn't be feasible using traditional localization practices.

With the ability to automatically adapt content to specific regions and languages, platforms can gather data on user interactions and tailor their offerings accordingly. This personalized approach not only fosters greater engagement but also eliminates language barriers that may hinder global reach. As a result, Generative AI-driven autolocalization could substantially expand the membership base of media platforms—creating a more inclusive, diverse audience while fostering user loyalty and driving revenue growth.

Generative AI autolocalization use cases

From media to gaming, explore how Generative AI has the potential to change what’s possible in creative work

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The realm of media, exemplified by streaming platforms, has been revolutionized by AI autolocalization. Consider the magnitude of content available on such platforms and the diverse global audience served. Localization, which was once a resource-intensive process, is experiencing a transformative shift propelled by Generative AI.

For instance, take the endeavor of dubbing a non-English series. The traditional dubbing process for a 12-hour series can take approximately 3.5 months and could require the efforts of more than 50 voice actors. With the advent of AI autolocalization, the process stands to be streamlined significantly. Generative AI can autonomously generate subtitles—and dub scripts and even voiceover tracks by emulating and rescripting the voices of actors—into the wanted language. This not only reduces the associated time and costs linked with manual localization but can also enhance the precision and uniformity of localized content.

The advertising landscape, where campaigns seek to resonate across cultures and demographics, presents another arena ripe for AI autolocalization. Imagine an advertisement that seamlessly adjusts its language, visuals and cultural nuances to resonate with audiences in diverse regions. The potential impact is profound—localizing advertising content not only drives customer engagement but also fosters brand loyalty. By integrating Generative AI, advertisements can be dynamically customized to align with regional preferences, thereby enhancing the resonance and effectiveness of the messaging.

The gaming industry stands as a vibrant playground for Generative AI’s potential to reshape content localization. Games, often characterized by intricate narratives and immersive worlds, necessitate seamless localization to provide players with authentic and engaging experiences. AI autolocalization has the capacity to revolutionize the creation of dynamic worlds, characters and narratives. By leveraging Generative AI, gaming studios can efficiently adapt games to various cultures and languages, transcending geographical barriers. This adaptation extends beyond mere text translation—enabling the re-creation of localized dialogues, narratives and even cultural references. Players across the globe can thus engage with games in a manner that feels personalized to them—fostering a deeper sense of connection and enhancing the overall gaming experience.

AI autolocalization capabilities across industries

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Text localization

Text localization involves rendering text in the language native to the target audience. Along with text, this can encompass elements such as subtitles, credits, titles, audio descriptions and embedded text. Generative AI capabilities in this domain facilitate automatic text transformation tailored to specific geographic regions. For instance, Generative AI helps ensure that subtitles adapt to local languages and cultural nuances—enhancing the accessibility and appeal of content across global markets.

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Dub tracks

In the realm of dubbing, Generative AI excels at translating domestic voice dialogues into the destination language. This involves not only changing actors’ voices but also synchronizing lip movements with the translated dialogue. The result is a convincing and immersive viewing experience where viewers hear content in their preferred language, with accurately matched lip movements.

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Rights enforcement and remediation

Generative AI can play a pivotal role in enforcing rights related to visual and audio content. For instance, it can flag copyrighted music and other copyrighted materials within content, helping content creators and distributors identify potential issues. Generative AI’s capabilities in this context include audio fingerprinting and prompt identification of potential rights violations—helping ensure compliance and safeguarding intellectual property.

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Objectionable content

Identifying and handling objectionable content is another area where Generative AI can be beneficial. It assists in detecting content that may not be suitable for certain viewing age groups and/or violates specific standards. This can include identifying nudity, violence or incorrect product placements. Generative AI leverages computer vision to promptly analyze content—coupled with text and image modification capabilities to ensure that content aligns with guidelines.

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Quality control

Generative AI’s role in quality control can extend to ensuring that content meets high standards. It assists in various aspects, from ensuring accurate translations to fixing human errors in content production. Computer vision capabilities enable thorough visual analysis, while natural language understanding techniques enhance text comprehension—collectively contributing to content quality and reliability.

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Content and virtual creation

Generative AI’s creative potential extends to the generation of entirely new content. This can encompass the creation of innovative advertisements, 3D visuals or even news articles. By automating content creation based on inputs and data, Generative AI opens new possibilities for content producers to stay ahead in the competitive landscape—delivering fresh and engaging content at scale.

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Navigate the future with Generative AI autolocalization

In the rapidly evolving landscape of media, entertainment and gaming industries, the convergence of Generative AI and content localization through autolocalization has transformative potential. Download our full report to dive deeper into this technological synergy, and explore its applications, benefits, challenges and more.

Get in touch

Jason Williamson

Managing Director

Deloitte Consulting LLP

jaswilliamson@deloitte.com

Jon Myklebust

Managing Director

Deloitte Consulting LLP

jmyklebust@deloitte.com

Baris Sarer

Principal

Deloitte Consulting

bsarer@deloitte.com

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