PARIS/BERLIN — You may not recognize Boris Rehlinger’s face on the streets of Paris, but chances are, you’ve heard his voice. As the French vocal counterpart of Hollywood stars like Ben Affleck, Joaquin Phoenix, and even Puss in Boots, Rehlinger has built a career behind the microphone. Today, that career is under threat — not from changing tastes, but from the rise of artificial intelligence.
“I feel threatened, even though my voice hasn’t been replaced yet,” Rehlinger told Media agency. He is part of TouchePasMaVF, a French initiative advocating for the protection of human voice acting in an era increasingly shaped by AI-generated content.
Behind the familiar cadence of a dubbed film lies a collaborative effort: actors, translators, dialogue writers, sound engineers, and directors all work to ensure foreign content resonates with local audiences. Yet this deeply human craft now faces disruption, as streaming platforms and studios explore AI solutions that are faster and cheaper — but not necessarily better.
Streaming Fuels Demand, AI Follows
The globalization of content via platforms like Netflix has made dubbing indispensable. Series like Squid Game and Lupinbecame global sensations thanks to high-quality local-language voice work. In fact, according to consumer research firm GWI, 43% of viewers in France, Germany, Italy, and the UK prefer dubbing over subtitles.
The dubbing industry, valued at $4.3 billion in 2025, is projected to surge to $7.6 billion by 2033, according to Business Research Insights. But as demand accelerates, studios are exploring AI voice technologies that promise scale and savings — often at the expense of human talent.
Some production houses continue to employ local voice artists, but others are shifting to synthetic alternatives. This trend has sparked widespread concern among European actors’ unions and associations, which are now calling on EU lawmakers to enforce regulation — including consent-based AI training, proper compensation, and transparency in AI-generated media.
“We need legal frameworks,” Rehlinger urged. “Just as the automobile replaced horse-drawn carriages, it needed a highway code. We need the same for AI.”
AI on the Job, Actors in Protest
The streaming giant Netflix recently used generative AI for visual effects in its original series El Eternauta, and has reportedly tested AI for lip-syncing dubbed audio though still relying on human voice actors for performance. These efforts align with the updated SAG-AFTRA guidelines in the United States, which allow AI use in dubbing so long as human actors remain involved and are paid fairly.
Netflix declined to comment on its AI practices when contacted by Media agency.
But the pushback is growing. In March, a TikTok campaign featuring 12 well-known German dubbing artists went viral, racking up 8.7 million views under the slogan: “Protect artistic, not artificial, intelligence.” Germany’s VDS voice actors’ association followed up with a petition urging EU lawmakers to ensure that AI companies obtain explicit consent and offer fair remuneration when using artists’ voices. The petition gained over 75,000 signatures.
“If we lose control over our intellectual property, creativity dies,” said Cedric Cavatore, a veteran dubbing artist affiliated with VDS. “Why would anyone create something today if they believe it will just be stolen tomorrow?”
VDS has joined forces with United Voice Artists, a global coalition of over 20,000 professionals advocating for ethical AI and sustainable contracts. In parallel, SAG-AFTRA in the U.S. recently negotiated enhanced protections in video game contracts — a modest but meaningful step in the ongoing labor-AI debate.
Studios Explore AI, Critics Warn of Quality Decline
Some studios see a middle path. Eberhard Weckerle, managing director at Neue Tonfilm Muenchen, envisions a hybrid future where AI augments — but does not replace — human dubbing.
“The real concern,” he said, “is that studios will sacrifice quality for cost. Once viewers accept lower standards, the whole industry suffers.”
That fear materialized earlier this year when the German-language version of Viaplay’s Polish crime drama Murderesseswas pulled after widespread criticism of its lifeless, AI-generated voices. The hybrid dub, created with Israeli startup DeepDub, blended human and synthetic voices. Viaplay later announced it would limit dubbing to select titles and default to subtitles. DeepDub did not respond to requests for comment.
Despite the controversy, viewer sentiment remains mixed. GWI found that nearly 50% of audiences said their opinion would remain unchanged if they learned their favorite content featured AI-generated voices. Only 25% said they would like it slightly less, and 3% said they would like it more.
Big Demand, Big Questions
For some, the promise of AI still shines. Stefan Sporn, CEO of Audio Innovation Lab, whose technology was used to dub Cannes Film Festival entry Black Dog from Mandarin to German, believes AI can support not supplant human performers.
“Emotion, nuance, cultural fidelity those will always need a human touch,” Sporn said. “But the scale at which humans are involved will change.”
Instead of fully synthetic dubbing, Audio Innovation Lab modifies the original actor’s voice to match the target language. “There’s tremendous interest,” he added. “Studios, producers, and advertisers all want to know how far this can go.”
Another player, Flawless AI, promotes itself as an “ethical” AI company that integrates local voice actors while synchronizing lip movements across languages. “If used responsibly, AI is a silver bullet,” said co-CEO Scott Mann. “It can transform the way we make movies.”
A Changing Voice in Cinema
As Europe’s voice artists raise their collective voice and regulators scramble to catch up, one thing is clear: the world of dubbing is undergoing irreversible change. AI isn’t just helping characters speak in another language — it’s rewriting the script on creativity, labor, and authorship in the entertainment industry.
— WNN Desk
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