Prime Video has introduced a new lip-sync feature that uses AI and visual-effects technology to synchronize actors’ mouth movements with human-dubbed audio, starting with ‘Maxton Hall’.

The feature, according to the streamer yesterday, is now available globally in English for Seasons 1 and 2 of ‘Maxton Hall’, which Amazon describes as its most-watched International Original series.

It will also be included in the third and final season when it premieres exclusively on Prime Video on December 9.

The technology is designed to address the mismatch between actors’ mouth movements and dubbed dialogue that can occur with traditional dubbing, creating what Amazon calls a more seamless and immersive viewing experience.

“At Prime Video, we’re constantly innovating with new tools that enhance the viewing experience for our customers,” said Raf Soltanovich, Vice- President of Technology at Prime Video and Amazon MGM Studios.

“With lip-syncing, we’re creating a more seamless and immersive way for customers to enjoy global content,” Soltanovich added. Amazon said it plans to expand the technology to additional titles.

Soltanovich added that the technology can help creators reach a broader global audience, “all done under creative oversight to ensure the integrity of their artistic vision is preserved.”

Amazon said the AI and VFX-powered process is being applied with the customer experience in mind, while keeping creators in control.