What happened

Amazon rolled out “English [AI beta]” and AI-generated Spanish audio options on selected anime titles such as Banana Fish, No Game No Life: Zero, Pet, Journal of the Mysterious Creatures, and Vinland Saga, adding new dub options to shows that had previously been available only with subtitles.

Viewers quickly shared clips showing flat, robotic line delivery, poor timing, and mismatches with subtitles, prompting widespread ridicule on social media and a wave of complaints from subscribers, anime fans, and studios.

Industry groups including the National Association of Voice Actors publicly condemned the dubs as demeaning to performers and voice actors such as Dragon Ball performer Daman Mills, denounced the move as “a massive insult” that devalues their craft and undermines already modest pay in anime dubbing. 

Some fans said they had cancelled their Amazon Prime subscriptions and would instead use rival platforms such as Crunchyroll. Furthermore, several anime studios publicly complained that they had not been consulted or given their approval to the use of their content in this manner.

The negative reaction persuaded Amazon to removed the AI English dubs from several series,r Banana Fish and No Game, No Life Zero  leaving only the original Japanese audio (and in some cases still-available AI Spanish tracks).

Why it happened

The controversy appears driven by Amazon’s push to reduce localisation costs and accelerate content release schedules through generative AI. 

Amazon framed the rollout as an "AI beta” for English and Latin American Spanish dubbing, effectively using live Prime Video titles as a testbed for automated localisation that could, in theory, lower costs and speed up dubbing across multiple languages. 

However, the company appears to have provided little advance transparency to viewers or labour groups beyond the small “AI beta” label in the audio menu, leaving audiences to discover the switch only after noticing the unusual voice quality.​

Unions and performers say the trial bypassed meaningful consultation with affected workers and that Amazon tried to quietly normalise replacing skilled voice actors with low-cost AI without their knowledge, despite ongoing industry debates over training data rights, contracts, and minimum employment protections.​