NAB Show is a global exhibition where the latest technologies across broadcasting, streaming and video production are introduced, drawing tens of thousands of industry participants from more than 100 countries each year. With the expansion of OTT services, AI-driven production tools have become a major theme, and participation has been rising in areas such as speech synthesis, automated dubbing and video generation.
Hudson AI highlighted what it calls “Agentic Localization,” a system in which AI agents handle the full localization workflow — from planning and execution to quality control. The company said the approach goes beyond translation or generating dubbed audio by repeatedly evaluating and revising outputs to improve quality.
A central focus is automating QC, a step the industry often cites as the biggest drain on time and cost. For a one-hour drama or variety program, the review stage alone can take several days after translation and dubbing. Hudson AI said it designed the process so agents complete much of the work in advance, aiming to limit human involvement to final checks and to bring QC down to about one hour.
The company said it can maintain consistency by using project-specific terminology, style guides and tone as a form of memory. It also applies emotion-aware evaluation to analyze not only voice matching but also acting tone, emotional delivery and nonverbal elements, automatically reworking segments that fall below standards.
Hudson Studio offers modular tools including voice separation, speaker separation, speech-to-text, text-to-speech and voice conversion. The company said users can separate background sound from dialogue to generate subtitles, or create dubbed voices that reflect a specific speaker’s vocal color and emotion. It currently supports more than 80 languages.
As global OTT platforms expand multilingual dubbed content, the automated dubbing and localization market is growing quickly. Industry estimates cited in the sector suggest localization can account for 20% to 30% of total production costs in some cases, with demand for automation rising especially among platforms with large libraries.
Hudson AI said it plans to use its NAB appearance to broaden collaboration talks with media and platform companies in North and South America. It also plans to attend SusHi Tech Tokyo 2026 in Japan later this month as it targets the Asian market.
“Even when AI dubbing is adopted, bottlenecks often occur at the quality review stage in real operations,” CEO Shin Hyun-jin said. “Agentic Localization focuses on automating the entire process — from planning to execution and review — to improve quality while addressing cost and scheduling at the same time.”
* This article has been translated by AI.
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