THE IMPACT OF MACHINE TRANSLATION (MT) ON AVT IN ROMANIA
THE IMPACT OF MACHINE TRANSLATION (MT) ON AVT IN ROMANIA

Summary/Abstract: The global entertainment industry is undergoing an unprecedented transformation driven by the convergence of human creativity and computational processing. At the heart of this metamorphosis is Audiovisual Translation (AVT), a field that has moved from artisanal methods to an era defined by Artificial Intelligence (AI) and Machine Learning.Today, the massive demand for content on streaming platforms has made AI an ambivalent tool: on the one hand, it offers automatic subtitling and text-to-speech solutions that promise immediacy and cost reduction; on the other, it raises critical ethical and technical challenges regarding quality, the loss of cultural nuances, and the intellectual property of the human voice.This article explores how new technologies are redefining the workflow in dubbing and subtitling. We will analyze everything from the evolution of Machine Translation with Post-editing (MTPE) to the emergence of voice cloning and lip-syncing using deepfakes, questioning whether we are looking at a support tool for professional translators or the beginning of automation that dispenses with the human factor in content localization.

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