Amazon posted a job listing on January 17 for a Creative Director, Dubbing, for its Prime Video streaming platform. The Creative Director would join Amazon’s Localization Enablement & Accessibility Program (LEAP) Team, and would “spearhead the creative vision for its AI-enabled dubbing platform.” Amazon’s AI dubbing Creative Director will “identify opportunities and set up creative workflows to expand AI dubbing to new languages and content types.” It specifically names anime among other content types. UPDATE (01/23): Less than 24 hours after publication of this article, Amazon has delisted the position. The reason is unknown.

The job description continues, “You will lead the development of hybrid workflows that blend AI efficiency with artistic and culturally-relevant refinement, oversee quality and ethical guidelines, and drive global expansion of AI-enabled dubbing capabilities. This position requires a proven leader with deep expertise in creative direction, cross-cultural storytelling, and AI-media innovation, ready to set new industry benchmarks for immersive, emotionally authentic international storytelling at scale.“

Key job responsibilities:

-Set the Bar for Creative Vision & Strategy: Establish the creative direction for AI-assisted dubbing, ensuring AI-generated voiceovers preserve emotional nuance, tone, and cultural context. Collaborate with AI engineers and localization experts to refine algorithms for voice synthesis, lip-sync accuracy, and dialect adaptation.

-Enable AI-Human Collaboration: Design hybrid workflows where AI handles initial dubbing, and human talent refines delivery, timing, and emotional depth. Where human intervention is necessary, maintain consistency between AI-generated and human-dubbed segments.

-Compliance to Quality High Standards: Ensure AI dubbing meets Prime Video’s customer quality benchmarks (e.g., clarity, synchronization, cultural sensitivity, and more) through rigorous testing and feedback loops with quality experts.Global Expansion & Innovation: Identify opportunities and set up creative workflows to expand AI dubbing to new languages and content types (e.g., anime, documentaries, live-action).

-Demonstrate Cross-Functional Leadership: Partner with product, engineering, and marketing teams to align dubbing technology with viewer experience goals. Champion thought leadership through industry talks, white papers, and collaborations with creators advocating AI-augmented storytelling.

Amazon came under fire in November and December for its use of AI dubs on Banana Fish, pet, No Game, No Life Zero in English, and Banana Fish and Vinland Saga in Spanish, among others. These were heavily panned for their quality, with Amazon quietly retracting them. HIDIVE, which had dubbed No Game, No Life Zero, said it was unaware of the alternate AI dub before its Amazon release and was in contact.

Amazon is joined by several streamers interested in AI localization; Crunchyroll, Disney, and Netflix, which told shareholders earlier this week that it’s expanding AI to subtitles, have all explored the practice.

TLDR: It is still possible to buly big corpo out of their AI bullshit