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Media · GNAM

Same voice, new language: how GNAM dubs original content with AI

GNAM, one of the largest media companies in the Middle East, North Africa and Turkey, needed to take its original content to new audiences without losing the voices viewers know. We built an AI dubbing system that speaks Arabic and English in each speaker's own voice, cutting dubbing costs by 60% and delivery time by 70%.

Client
GNAM
Industry
Media and entertainment
Content
Documentaries, podcasts, shows
Languages
Any language into Arabic and English, and the reverse
Results
60% lower cost · 70% less time

The challenge

Traditional dubbing is slow and expensive: casting voice actors, booking studios, recording, syncing and reviewing, episode after episode. It also replaces the voice audiences connect with. A documentary narrator or a podcast host is part of the brand, and a stranger's voice breaks that bond.

Arabic made it harder. Global voice models are trained mostly on English, and their Arabic often sounds flat, mispronounced or foreign. For a regional media leader, that quality bar was not negotiable.

What we built

An end-to-end dubbing system that keeps the original speaker's voice, tone and emotion in the new language:

  1. Separate the speech from the music and sound effects.

  2. Transcribe the dialogue and identify each speaker.

  3. Translate for meaning, adapting the script for tone, culture and timing rather than word for word, with an editor's review.

  4. Recreate each voice in the target language, matching the speaker's delivery, only with the speaker's consent.

  5. Time it to the picture so speech fits each scene.

  6. Mix and check: voices go back over the original music and effects, and a reviewer approves before delivery.

The results

  • 60% lower dubbing costs than the traditional studio process.
  • 70% less time from source episode to finished dub.
  • Arabic voice quality that outperforms leading global models, the reason the system exists.
  • One library, many markets: existing shows reach Arabic and English audiences without new production.

What's next

We are extending the system to live-action series and animated series, expected in 2027, where many characters, overlapping dialogue and performance make dubbing harder still.

Dubbing for your content

With GNAM's agreement, the same system is now available to other companies through ReBorn. Broadcasters, streaming platforms, podcast networks, educators and brands can dub their content into Arabic and English, or from them into other languages, in the original voices. Every voice is recreated only with the speaker's consent.

See AI Dubbing
The insight
The value of dubbing isn't the translation; it's keeping the voice. Generic tools treat Arabic as one more language on a list. We treated it as the hardest problem, because that's where the region's audiences are and where off-the-shelf models fall short.
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