🧠 AI to "re-voice" Europe

As revealed at the Stream TV Europe conference in Lisbon, the broadcaster Sky is currently experimenting with AI-driven dubbing for its flagship Italian projects, including the cult crime drama Gomorrah.

Technology and Quality

Caroline Cooper, CEO of Sky Entertainment Group, noted that new AI tools allow for more than just voiceovers; they can synchronize the actors’ lip movements (lip-sync), making the visual experience feel more natural and less jarring.

However, experts from Beta Film caution that the technology is currently best suited for streaming services and FAST channels. Traditional linear television maintains exceptionally high quality standards that AI dubbing has yet to fully satisfy.

The primary goal of this innovation is to offer viewers a choice. Despite the growing trend toward authenticity, a significant portion of the audience still prefers high-quality dubbing over reading subtitles.

What “travels” best?

Panelists agreed that sincerity and local flavor remain the keys to international success. Caroline Cooper warned against creating a “European pudding”—the practice of artificially tailoring scripts and casting to meet perceived international standards.

Ranking of Exportable Genres:

• Crime and Thrillers: The most in-demand category. Projects like Professor T are easily adapted and sold worldwide.
• “Men at Work” Documentaries: Shows like Gold Rush resonate in any country due to their emotional honesty.
• Comedy: The most difficult genre to export due to cultural nuances and region-specific humor.

The industry is increasingly using vertical video and short-form content as a testing ground for new ideas. If a plot “goes viral” on social media, it stands a strong chance of being developed into the next major series.