Rethinking creativity in dubbing potential impact of AI dubbing technologies on creative practices, roles and viewer perceptions

Abstract

Considering the emergence and growing presence of AI-dubs. It explores the concept of creativity as a possible key differentiator between human agency and machine-generated content (Brandt 2023; Grassini and Koivisto 2024; Runco 2023). To this end, the article first examines creativity through a cross-disciplinary lens, establishing a broader conceptual theoretical framework and context for its definition and meaning. It then explores the creative practices associated with traditional studio-generated dubbing from both industry and academic perspectives, drawing insights from other fields that engage in constrained creative processes (Baetens 2010; De Geest and Goris 2010; Krauth 2016; Wang 2009). Finally, it rethinks traditional creative practices in the context of AI-generated dubbed content, briefly summarizing preliminary research findings that compare studio-dubs and AI-dubs. The discussion focuses on how AI-dubbing technologies challenge established boundaries and norms, reshaping creative practices and the roles of dubbing practitioners — especially translators — and potentially influencing viewer perception.