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Abstract

This article offers an academic reflection on creativity in dubbing, considering the emergence and growing presence of AI-dubs. It explores the concept of creativity as a possible key differentiator between human agency and machine-generated content (Brandt 2023; Grassini and Koivisto 2024; Runco 2023). To this end, the article first examines creativity through a cross-disciplinary lens, establishing a broader conceptual theoretical framework and context for its definition and meaning. It then explores the creative practices associated with traditional studio-generated dubbing from both industry and academic perspectives, drawing insights from other fields that engage in (Baetens 2010; De Geest and Goris 2010; Krauth 2016; Wang 2009). Finally, it rethinks traditional creative practices in the context of AI-generated dubbed content, briefly summarizing preliminary research findings that compare studio-dubs and AI-dubs. The discussion focuses on how AI-dubbing technologies challenge established boundaries and norms, reshaping creative practices and the roles of dubbing practitioners — especially translators — and potentially influencing viewer perception.

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/content/journals/10.1075/ts.25002.spi
2025-09-11
2026-05-18

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  • Article Type: Research Article
Keywords: speech-and-sound specialists ; creative intent ; Dubbing script adaptation ; creative practices ; AI dubs

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