In a nutshell: Warner Bros. Discovery has partnered with Google Cloud to automatically generate AI-powered closed captions for content on its Max video streaming platform. The captioning will initially be rolled out for unscripted programming, with plans to potentially expand it to movies, TV shows, and other content.
Google will utilize a new generative AI tool called Caption AI to ensure maximum accuracy. The technology is based on the search giant's Vertex AI development platform for generative AI software and is designed to convert speech into text with a high degree of precision.
The new tool is reported to reduce production costs by up to 50 percent and the time required to generate captions by up to 80 percent compared to manual captioning. According to WBD's Avi Saxena, using AI-generated closed captions has not only helped the company accelerate the process and cut costs but also improved overall efficiency.
Despite the AI enhancement, WBD will still rely on human oversight to ensure the accuracy of the captions. The company also claimed that its "data-driven approach" will enable continuous refinement and training of the Caption AI workflow to further minimize errors and enhance accuracy.
While AI-generated closed captions may be faster and more cost-effective to produce, it remains to be seen if they will meet the accuracy levels that Google and WBD are aiming for. As of 2024, all leading generative AI models, including Google's Gemini, OpenAI's GPT-4, and Anthropic's Claude, are known to hallucinate to varying degrees. Therefore, maintaining human oversight is a prudent approach that could save WBD from potential inaccuracies and embarrassment in the future.
Max (formerly HBO Max) offers a wide array of TV shows from HBO, as well as movies and original programming. Some of the platform's biggest hits include the fantasy drama Game of Thrones, its spinoff series House of the Dragon, and the zombie apocalypse series The Last of Us, adapted from the video game of the same name. Other popular shows include Hacks, Station Eleven, and The Staircase, among others.