IMAX is testing Camb.ai's AI-powered localization services to reach new audiences

IMAX, the Canada-based production company, recently announced it will start experimenting with AI-powered localization to increase the viewership of its content. This is an especially relevant move, considering the demand for non-English content has increased even in English-speaking markets. The production company is partnering with Dubai-based Camb.ai, a startup developing an AI-powered localization platform powered by its proprietary Mars and Boli models.

As a result of the partnership, IMAX will leverage Camb.ai models to localize its original content, starting with high-resource languages. The decision to roll out AI-powered translations in stages was taken after IMAX performed internal testing of Camb.ai's tools on its content. IMAX Global president Mark Welton stated that although the partnership was in the early stages, both parties would continue to examine its potential and the best strategy to drive it forward. Welton also mentioned that Camb.ai's services would let IMAX cut localization-specific costs, without getting into further detail.

Camb.ai's Boli and Mars models are at the core of the startup's services. Boli offers nuanced speech-to-text translations, even for low-resource languages which are underrepresented in most datasets. On the other hand, Mars performs voice emulation from a seconds-long sample in over 140 languages. Both models are available through the startup's DubStudio platform, which unlocks several translation and dubbing use cases for customers.

Camb.ai was founded by Akshat Prakash—a former Apple engineer involved in the team that developed AI and ML models for Siri—and his father. The company has a 50-person headcount and raised a $4 million seed round led by Courtside Ventures earlier this year. Reportedly, Camb.ai is closing a Series A round that will enable it to grow its team and market presence.