As live content continues to dominate global viewership, whether in sports, entertainment, or news, broadcasters face a growing challenge: delivering these moments to diverse audiences, in real time, across languages. Traditional localization methods are often too slow, expensive, or technically constrained to scale. But a new approach is now available, powered by artificial intelligence and the cloud.

This growing gap between global demand and technical delivery has fueled the rise of AI-based solutions that bring real-time localization within reach. At CAMB.AI, we've spent the past few years pushing the boundaries of voice AI, and our long-standing collaboration with AWS has played a crucial role in that journey. From training our MARS5 voice model on AWS infrastructure to now integrating our latest generation model, MARS6, a production-ready text-to-speech system, into the AWS Bedrock ecosystem, our partnership with AWS has evolved from foundational to strategic.

Today, this collaboration enables broadcasters and content owners to easily embed CAMB.AI’s multilingual AI dubbing into their live streaming architecture using AWS Media Services. Together, we’re delivering seamless, scalable, and cost-effective solutions that make live content truly global from the moment it’s broadcast.

To support this vision, AWS has published a detailed technical guide outlining how CAMB.AI integrates into AWS’s live streaming workflow. While that article focuses on system architecture and infrastructure, this post explores what it all means for sports, media, and entertainment organizations, and why real-time AI dubbing is the key to unlocking borderless audience engagement and monetization.

Making Live Stream Content Accessible to Diverse Audiences 

Despite the global nature of sports, news reporting, media, and entertainment, most live broadcasts remain limited to one or two languages. For audiences outside these markets, engagement is often minimal, or worse, nonexistent. The result is a significant gap between the content's potential and its actual reach.

AI dubbing helps eliminate this barrier. By enabling real-time audio translation and localization into over 140 languages, we are helping audiences experience live events in the language they understand best, without delays, and without compromising speaker tone or emotional nuance.

For organizations that recognise the advantages of AI dubbing in unlocking new markets, this strategic expansion tool can help:

• Increase global viewership by making broadcasts accessible across regions
• Boost sponsorship and advertising opportunities by expanding audience demographics
• Reduce localization costs compared to traditional dubbing workflows
• Deepens fan engagement through language personalisation and cultural relevance

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Our work with sports and media organizations

Our AI dubbing solution has already been adopted by some of the world’s most forward-thinking organisations in media and entertainment. 

For two years in a row in 2024 and 2025, we partnered with the Australian Open to deliver real-time multilingual interviews featuring global stars like Novak Djokovic and Coco Gauff. In 2025, we took our collaboration a step further by live-streaming the men's and women's finals in Spanish, making player voices accessible in multiple languages while preserving authenticity and nuance. 

America’s MLS (Major League Soccer) NEXT Pro made history by using CAMB.AI’s platform to live-stream a match in four languages simultaneously during the 2024 Generation Adidas Cup, showcasing how multilingual broadcasts can drive innovation and inclusivity. 

In 2024, Eurovision Sport leveraged our platform to translate more than 50 hours of live content with high accuracy and speed, setting new industry standards for federations looking to engage cross-border audiences. 

And in probably our biggest agreement with a sports organisation, we became the official language partner of the LFP (Ligue de Football Professionnel) in March 2025, Through our partnership, we are helping one of the top European football leagues in expanding its international footprint through real-time dubbing and localization of broadcast content, reinforcing LFP’s strategic ambitions in non-French speaking markets. 

These examples demonstrate how multilingual live streaming is no longer a futuristic vision, but a real, scalable solution that is already transforming the way fans and audiences connect with their favourite events worldwide

Our Case Studies

A Seamless Technical Workflow, Built for Scale

We have spoken about the pertinence of multilingual live streaming and its benefits, but how does it truly function? How can media organisations utilise our AI dubbing solution within their existing streaming workflows, without getting lost in technical jargon? 

The architectures of live streaming are, at their base, already complex. Adding localization to the equation should not create additional friction. We’re happy to claim that with us and AWS, it doesn’t.

Here's how the live AI dubbing workflow functions:

1. Video ingest starts with AWS Elemental MediaConnect, securely transporting the feed into the cloud.
   
   
2. CAMB.AI’s DubStream system receives the stream via the SRT protocol, adds dubbed audio tracks in the selected languages, and returns the enriched stream to MediaConnect.
   
   
3. The multilingual stream then passes through AWS MediaLive (for transcoding), MediaPackage (as the origin server), and Amazon CloudFront (for global distribution).
   
   
4. Modern video players automatically detect alternate audio tracks, allowing users to select their preferred language on the front end.
   
   

This integration delivers a scalable, low-latency solution suitable for global live broadcasts. Our system works without modifying your original video or primary audio feed. It simply adds alternate language channels into the stream, making it a plug-and-play solution for multilingual delivery.

For a more technical deep dive, refer to AWS’s full blog post.

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Unlocking New Revenue and Engagement Opportunities

With CAMB.AI’s live dubbing capabilities now fully integrated with AWS infrastructure, broadcasters, leagues, streamers, and event organisers can rethink how they approach global content distribution.

Here’s what this unlocks:

• Faster time to market with multilingual content
• Lower localization overhead through automation
• Higher content ROI by revitalising archived assets in new languages
• Expanded international fan bases through personalised content delivery
• Enhanced value for sponsors and advertisers targeting diverse audiences
  
  

Unlocking the full value of live moments is more than just translating and localising it for different markets; it’s about how fast it can be done and how scalable the final output is!

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"Hopefully you're creating win-wins, where the content's more consumable for a fan, but then in return the brand, or the player themselves, they're also cutting through into more media, into more
markets in a way that helps them to grow their own profiles as well." - Machar Reid Head of Innovation, Australian Open

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"We have an unbelievable AI company called CAMB.AI, who is doing live dubbing. As you think about just what's possible from an AI standpoint, unbelievable use-case." - Chris Schlosser, Senior VP, Emerging Ventures MLS