YouTube rolls out AI powered multi-language dubbing feature
YouTube is about to roll out its multi-language audio feature to all creators, after a two-year pilot program that only included a selected few high-profile channels. Powered by Google’s Gemini AI, this tool can replicate creators’ tones and emotions in dubbed versions of their videos. Essentially, it lets YouTubers speak to a global audience in multiple languages without relying on third-party services.
Early results from the pilot are promising. YouTube reports that participants saw about 25% of their watch time coming from viewers who weren’t watching the video’s original language. Big creators like British chef Jamie Oliver have even seen up to a 300% increase in views since adding multi-language audio tracks.
YouTube has also been experimenting with multi-language thumbnails using the same AI, showing text in viewers’ preferred languages, though it’s unclear if this will be included in the initial rollout.
For marketers, this feature opens exciting new possibilities. Ads can now reach global audiences in their own language without creating multiple versions, potentially reducing production costs while boosting engagement. Compared to subtitles, AI-generated audio can make messages feel more natural and emotionally impactful, which could improve audience connection and retention.
When available to a wider group of brands and channels, this is a tool that could expand reach and effectiveness, but careful testing and the use of fluent speakers is still important for maintaining quality and authenticity.
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