Warner Bros. to integrate Google AI into Max—and it’ll create a lot of buzz

Warner Bros. Discovery has partnered with Google to integrate artificial intelligence into its streaming platform Max, with the aim of improving automatic caption generation. According to CNBC, Max’s captions will be more accurate thanks to a new tool internally referred to as “caption AI.”

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The technology is based on Google’s Vertex AI platform, which specializes in generative artificial intelligence and can automatically convert audiovisual content into text. For now, it will be applied to unscripted programs, as scripted productions already have transcribed dialogues. According to both companies, this innovation will reduce the costs associated with subtitle creation by up to 50% and speed up the process by 80%, allowing subtitles for new content to be generated much faster.

Avi Saxena, head of technology in the direct-to-consumer division of Warner Bros. Discovery, commented that “providing high-quality subtitles” is crucial for the company. Additionally, he added that the collaboration with Google Cloud and the use of Vertex AI has allowed them to speed up the subtitle creation process and improve efficiency, as well as reduce costs.

For his part, Thomas Kurian, CEO of Google Cloud, noted that this alliance demonstrates the “potential of AI to transform” processes in the media and entertainment sector.

The media sector is increasingly turning to artificial intelligence to optimize content production, and fears that automation will destroy human jobs are becoming more palpable. Rob Minkoff, director of The Lion King (1994), acknowledged that there are “legitimate concerns” in this regard, but he trusts that AI will “democratize” the content creation process, allowing more voices to participate in the creative process.

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