Warner Bros. Discovery (WBD) has agreed a deal with Google Cloud to use the latter’s Vertex AI to generate captions for programming across a variety of platforms. WBD claims that its Caption AI system can significantly reduce production time and costs while improving the accuracy of captions for US-based viewers.
The tech will be used for unscripted programming at the outset, which could include news, sports and reality TV across the likes of Max, CNN and Discovery+. WBD claims the system can reduce the time it takes to create captions by up to 80 percent and captioning costs by up to 50 percent. There will still be a level of human review for quality assurance, and the company claims this approach will help refine and train Caption AI’s workflow to improve it over time.
However, captioning requires a lot of skill, especially for live TV where transcribers have to keep up with what’s being said as accurately as possible. Unscripted programming also tends to include a lot of overlapping chatter and it’s unclear just how effective AI will be at transcribing that accurately. However you slice it though, relying more on AI-generated transcriptions will mean less work for people in the space.
It’ll be interesting to see whether WBD expands this tech to subtitles for scripted programming. Subtitling (something I admittedly used to do for a living) is a skilled art. Among other things, it involves accurately capturing sound effects, music cues and non-verbal utterances; properly explaining idioms for localization purposes; and making sure subtitles are timed properly. There’s a ton of nuance involved, and it would be difficult for AI to get it right.
It’s hardly surprising that WBD is looking at Caption AI as a way to save money. The company has been aggressively cutting costs (and trying to bolster its revenue) since it formed in 2022 with the merger of WarnerMedia and Discovery.
