Mexico has enacted a new legal provision that limits the use of artificial intelligence in film dubbing, directly impacting the operations of major streaming platforms like Netflix and Amazon Prime Video. The measure, known as Article 29, establishes that the human voice and creative output are protected from being replaced by algorithms unless explicit consent is provided.
Streaming services have increasingly turned to AI to reduce production expenses. According to data from Speeek.io, human-led dubbing can cost between $50 and $300 per minute, requiring weeks or months of work. In contrast, AI-generated dubbing costs as little as $0.50 to $10 per minute and drastically reduces production timelines.
The cost of automation
These platforms face significant pressure to maintain profitability as competition in the streaming market intensifies. Prime Video previously implemented AI-dubbed versions of K-dramas such as 'Fiel al amor' and 'Mi hombre es cupido', though the company withdrew the versions following negative feedback from users.
Similar tensions are rising globally. In Germany, the Association of Dubbing Actors has challenged Netflix over contractual clauses that allegedly allow the platform to use actors' voices to train AI models for future projects. Mexican industry professionals have reported similar practices, noting that several companies began harvesting voice data during the pandemic.
Claudia Benassini, a researcher at La Salle University specializing in digital platforms, described the new law as a necessary defense of creative rights. She noted that the regulation marks a precedent by prioritizing human labor over technological shortcuts.
However, Benassini warned that Mexico could face international competitiveness challenges if neighboring countries like Argentina or Brazil continue to utilize AI without restriction. She suggested that the industry must monitor how global markets adapt to these technological shifts.
While voice actors and local studios celebrate the legal protection, the fight over AI integration is likely to persist. Analysts expect streaming companies to challenge the law through legal reservations, citing the need for operational efficiency in a high-pressure business environment.
