As global demand for non-English content surpasses English offerings, IMAX is leveraging AI to localise its original content. The entertainment industry, valued at $2.8 trillion in 2023, is projected to grow to $3.4 trillion by 2028 at a 4% annual rate, according to PwC. Non-English content is surging, even in English-speaking markets, with Netflix reporting a 90% rise in non-English viewership in the U.K. over three years.
IMAX recently partnered with Camb.ai, a Dubai-based AI startup, to implement advanced speech translation models. Camb.ai’s platform, DubStudio, supports 140 languages, including low-resource ones, using specialised models like Boli for speech-to-text and Mars for speech emulation. These models preserve nuances and ambient sounds, crucial for immersive experiences.
Founded by former Apple engineer Akshat Prakash and his father, Camb.ai avoids web scraping, relying on licensed datasets and early partner collaborations for training. The company’s technology delivers translations in up to 10 languages with minimal latency.
IMAX plans to gradually deploy this AI technology, prioritising high-resource languages, to reduce translation costs while enhancing accessibility. Camb.ai, backed by a $4M seed round, aims to expand further through an upcoming funding round.
