🎬 InSync – The OOONA Podcast

Can AI replace the human craft behind subtitling and dubbing? In this episode, Jorge Díaz-Cintas draws on decades of experience in academia and the media localization industry to explain why foundational skills still matter even as tools evolve. He argues that training for the future requires exposure to state-of-the-art platforms, reflects on Netflix’s dubbing program and the global growth of dubbing, and makes the case that both professionals and companies should diversify across subtitling, dubbing, audio description, and SDH services. He also examines the impact of AI on translators and voice talent, warns against using technology to justify unsustainable rates, and calls for transparency, ethics, and a genuine duty of care as the industry consolidates.

What can 35 years in media localization teach us about where subtitling is heading next?

In this episode of InSync, Björn Lifvergren, founder of BTI Studios and now Co-Founder, CRO and Chairman of the LinQ Media Group, shares his journey from subtitle proofreader to leading global media localization businesses across continents. He reflects on how AI, machine translation, client expectations, and growing speed pressures are reshaping the industry - and why subtitling is a far more complex process than many assume.

It’s a candid conversation about quality, adaptation, and what today’s localization professionals need to do to stay ahead.

Good days ahead! As workflows shift and new technologies reshape our industry yet again, Elodie Powers, Service Line Director for Media & Entertainment at Keywords Studios, offers a grounded and optimistic perspective. She reflects on the uncertainty around AI while making the case for greater visibility for the people behind localization, the importance of building community, and the one principle that remains unchanged: quality as the guiding light. Elodie also explains why creativity, passion, and craft still matter, and why localization and accessibility should be seen not as costs, but as investments in audience experience, loyalty and long-term value. 

What’s it like to localize content for one of the world’s biggest entertainment brands? Alberto de la Puente, VP of Worldwide Localization at NBCUniversal, joins hosts Damián Santilli and Blanca Arias Badia to pull back the curtain on managing global localization operations across timezones, discuss how NBCUniversal approaches AI and why he believes great localization is a true art form. He also explores the issue of minority languages and “neutral Spanish” for Latin America, and talks about what the next 3-5 years will look like for the industry: an era of greater accessibility and personalization, and a flood of content that will be competing for the audience’s attention.

What does it take to stay relevant in an AI-driven industry? In this episode, Aaron Bhugobaun explains why he sees AI as an industrial shift rather than just another tool, and why adaptability, networking, and continuous learning are essential. He reflects on the tension between speed, cost, and quality, talks about transparency in AI use, and argues that “being human” may become the most valuable skill in an AI-shaped future. He also shares his “crystal ball” view, making predictions about the future of media, localization, and content production – from shrinking film budgets to real-time AI video streams, hyper-personalized content, the convergence of linear content and gaming, hybrid workflows and more.

In a world where AI is reshaping every industry, localization professionals cannot afford to stand still. In this episode, Dr. Belén Agulló García talks about her journey in the localization industry that led to her role of Executive Consultant of Innovation at Terra Localizations. She discusses automation vs. augmentation, AI applications in localization, content tiering and the risks of poor governance. She also introduces us to the AI Localization Think Tank she co-founded to help localization professionals make sense of the AI evolution through agenda-free knowledge sharing, and reflects on the AI ThoughtCon, the Think Tank's inaugural conference. A grounded conversation about how to shape the future of localization rather than let it happen to you.

AI in media localization is here – but trust, transparency and talent are still catching up. Scott McCarthy, VP Localization at DreamWorks Animation, and Simon Constable, COO at Visual Data, join us for a candid conversation on the realities of using AI in dubbing, subtitling and accessibility, and why the human connection is the best way to manage risk. From partner selection to consumer trust, to the skills gap looming over the industry, we discuss where AI works and where it doesn’t, and why transparency is the most important thing we can do right now to drive the industry forward.

Hollywood has always danced between technology and creativity. For the debut episode of InSync, we dive into the technology side. Hosts Damián Santilli and Blanca Arias Badia sit down with Toby Scales from Google Cloud’s Office of the CISO to explore how AI is reshaping security in the Media & Entertainment vertical. We cover how AI supercharges security threats, the regulatory landscape around AI and IP, what media might look like in five years and the role of human storytellers. Tune in to listen to Toby’s advice for newcomers in the industry!