How, When, and Why to Use AI: Strategic Uses of Professional Perceptions and Industry Lore in the Dubbing Industry

Laurena Bernabo

Abstract


Building on interviews with more than a dozen dubbing professionals, this article centers on dubbing professionals’ perspectives on the changing role of artificial intelligence (AI) in the dubbing industry. I trace developments in dubbing from human-centered practices to the current landscape where neural machine translations and AI are used with increasing frequency but not without limits. Using an industry lore approach, I demonstrate how professionals’ current predispositions and aversions to new digital technologies shape the contexts in which those technologies are deployed. Although AI raises concerns about automation and job security across media industries, the current dubbing industry lore effectively limits the use of AI technologies, emphasizing dubbing as a culturally rich process requiring a human touch and thus protecting dubbing professionals’ jobs.

Keywords


dubbing, artificial intelligence, industry lore, intermediaries, contextual integrity framework

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