AI partnership drives new opportunities for IMAX

IMAX is adopting AI technology to bring its original content to more global audiences. The company has partnered with Dubai-based Camb.ai to use advanced speech and translation models for content localisation. With non-English content growing in popularity, including in English-speaking markets, the initiative aims to increase accessibility and reduce costs.

Camb.ai’s AI platform, DubStudio, supports over 140 languages, including lesser-known ones. Its specialised models, Boli and Mars, ensure accurate text-to-speech translations while preserving nuances like background audio and tone. The startup’s technology has been previously deployed for live events like the Australian Open and Eurovision Sport, showcasing its ability to handle high-pressure scenarios.

IMAX plans a phased rollout of the AI localisation, starting with widely spoken languages. Early tests of Camb.ai’s technology on IMAX’s original documentaries proved promising. The company expects the collaboration to reduce translation expenses while boosting the global appeal of its immersive experiences.

Camb.ai, founded by former Apple engineer Akshat Prakash and his father, recently raised $4 million and is securing additional funding to expand its team and operations. The startup avoids controversial data scraping methods, relying instead on ethically licensed datasets and input from early partners, positioning itself as a reliable choice for AI-driven content solutions.