Prime Video adds AI-assisted lip-sync dubbing to Maxton Hall

Amazon has added AI- and visual-effects-assisted lip-sync dubbing to the English versions of Maxton Hall Seasons 1 and 2, making the feature available globally on Prime Video on September 9.

Viewers using the English dub will see digitally altered mouth movements matched to human-recorded dialogue. The feature changes the actors’ visible mouth movements rather than generating the dubbed voices.

Amazon says the synchronization is intended to reduce the mismatch viewers can notice between translated speech and on-screen lip movements, creating what the company describes as a more immersive and accessible experience. The announcement provides no independent testing of viewing quality, accessibility or audience response.

Amazon says the process combines AI with visual-effects technology, but it does not identify the models, vendors, training data or detailed production workflow behind the feature.

Raf Soltanovich, vice president of technology at Prime Video and Amazon MGM Studios, said the work was completed under creative oversight intended to preserve the production’s artistic vision. Amazon did not explain who exercises that oversight, how performers or rights holders are involved, or what approval checkpoints apply.

The deployment is separate from Prime Video’s 2025 AI-aided dubbing pilot, which used a hybrid process to create English and Latin American Spanish audio dubs for 12 licensed movies and series that previously lacked dubbed tracks. The Maxton Hall launch instead applies visual mouth synchronization to existing human-recorded dubbed audio.

A separate AI change at an Amazon-owned media service, Twitch’s default setting for Amazon AI training, concerns model training rather than localization or visual effects.

Amazon plans to use the lip-sync technology on more titles but has not named them or provided a rollout timetable. The company says the feature will also be included with the third and final season of Maxton Hall, scheduled to premiere on Prime Video on December 9, 2026.