Max is getting AI-generated captions thanks to Google — here's how they'll work

Max streaming service logo on phone with Max logo on a blue background
(Image credit: Shutterstock)

In a move aimed at improving accessibility, Warner Bros. Discovery has partnered with Google to introduce AI-generated captions on its Max streaming platform. The collaboration utilizes Google's most recent generative AI technology to automatically generate closed captions and further improve the viewing experience of people with auditory impairments, making content readily available for all audiences.

Closed captions have long been recognized as a standard feature in the entertainment industry, allowing users to follow along with the dialogue and sound effects. Yet, manual captioning is expensive and takes a long time to complete. This is particularly true for channels with a high volume of content like Max. AI assistance helps with the struggle to keep up and can be beneficial for multiple language translations.

The decision to leverage Google’s AI technology will help Warner Bros. Discovery produce captions at much faster speeds while adapting to various accents, dialects and even informal speech that might otherwise be difficult for traditional captioning systems. This approach will make it scalable, as Max can provide high-quality captions across its extensive and ever-growing content library.

The role of AI in accessibility

The Last Chance row in the Max streaming app has Sherlock Holmes: A Game of Shadows, Wedding Crashers, Rush Hour 2 and more

(Image credit: Henry T. Casey / Tom's Guide)

AI-generated captions may improve the viewing experience for all users. Closed captions serve many purposes beyond those who are hard of hearing, especially as many viewers are used to multi-tasking. Many viewers watch their content with the captions when they're in noisy environments, learning a new language, or simply just consuming content without sound. Automating this process could ensure that there is far greater availability of captions on all content types, from blockbuster movies to niche shows, including foreign films.

Meanwhile, the integration of AI into the captioning process opens up options such as real-time captioning for live events or broadcasts. As more platforms integrate live streaming into their services, the ability to provide AI-generated captions instantly, could become a crucial feature in capturing audiences who rely on this service.

As AI naturally integrates further into the entertainment industry, there are some important questions that need to be answers. First, there is concern with the accuracy of AI captions, especially in situations that are complex or nuanced, which may need oversight from humans to ensure those quality standards remain superior. Warner Bros. Discovery says it would continue to ensure that the highest standards of caption quality are maintained, whereby AI does the heavy lifting in the captioning, but a human editor will always review the material for mistakes or misinterpretations before it goes live.

This deal underlines Warner Bros. Discovery's drive to make content accessible, but also positions Max as a forward-thinking platform embracing technological innovation.

More from Tom's Guide

TOPICS
Amanda Caswell
AI Writer
Read more
Gemini AI on Google TV
I just tried Gemini AI on Google TV and you may never use your remote again
OmniHuman screenshot of AI generated video
TikTok parent company just launched stunning AI video generator — OmniHuman-1 is taking the world by storm
Google Audio Overview feature from NotebookLM
Google NotebookLM just got way better with its new interactive features — here's why I'm impressed
Flamingo walking in water in Veo 2 AI video generator
How to get on the Veo 2 waitlist and access Google's new AI video generator
Next stop paris film
'Next Stop Paris' is a new romantic AI film from TCL Studios — and it's so cute you almost forget AI is coming for your job
Adobe Firefly Video
Adobe Firefly Video is here to take on Sora with new AI video generator
Latest in AI
Siri
Siri 2.0 features reportedly only working ‘two-thirds to 80% of the time’
Apple Intelligence on an iPhone screen
Apple analysts sound alarm on Siri delay — here’s why
Manus vs. DeepSeek logos
I just tested Manus vs. DeepSeek with 7 prompts from Gemini — here's the winner
AI Madness logo
AI Madness: The ultimate chatbot showdown
Manus and ChatGPT
I just tested Manus vs ChatGPT with 5 prompts — here's the winner
Sam Altman
OpenAI takes aim at authors with a new AI model that's 'good at creative writing'
Latest in News
iPhone 17 Air render
iPhone 17 Air could lead to portless iPhones and thinner Apple products — if it sells well
iPhone Flip Concept
iPhone Flip and Foldable iPad could finally go into mass production next year — what we know
Google Pixel 9a render
Google Pixel 9a benchmarks leaked — and the scores are underwhelming
Jeffery Dean Morgan as Negan and Lauren Cohan as Maggie in "The Walking Dead: Dead City" season 1
Netflix finally got one of the best ‘Walking Dead’ spinoffs — and now’s the perfect time to binge it
NYTimes Connections
NYT Connections today hints and answers — Monday, March 17 (#645)
iPhone 17 Air render
New leaked iPhone 17 dummy units show off super-thin iPhone 17 Air with this surprising design tweak