IMAX is among the leading companies that are now starting to integrate the use of generative artificial intelligence. IMAX specifically chose AI to translate their native content so that it can be watched and reached by more people.
This started after IMAX realized that the reception of foreign language content began to attract many people, especially in the United States, Canada, Australia and the UK. Foreign language content is now experiencing an annual increase of almost 4% with a target of reaching $3.4 trillion in revenue within 5 years.
IMAX is working with Dubai-based AI company Camb.ai. The company specializes in AI-based translation and has proven itself through the Australian Open, Eurovision Sport and Major League Soccer. All of these events use the Boli public language model to generate transcripts from audio and the Mars model to generate translated audio. DubStudio is their translation platform with support for 140 different languages.
One of the co-founders and AI engineers of Camb.ai is Akshat Prakash who previously worked at Apple developing public language models for Siri. IMAX will translate the majority of their original content including documentaries in stages.
At this time it is still unclear whether the original IMAX content that will be translated will include Hollywood films, or only their original content such as documentaries in selected cinemas.