Rethinking creativity in dubbing
Giselle Spiteri Miggiani · Translation Spaces · 2025
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 constrained creative processes ( 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.