ZOO’s white paper highlights where AI is already being used in media localisation and why it’s not good at creating immersive content that will keep viewers hooked and continuing to subscribe to the OTTs. Scripts need to be rewritten for each local audience’s cultural refences, i.e. extrapolating outside the training data, something AI can’t do well. That said, AI is a great tool for improving the efficiency of human workers for faster, cheaper and better localisation. We spoke with CEO Stuart Green and CTO Chris Oakley, for our AI in Action podcast series, on these themes and how ZOO’s tech-first approach provides a source of differentiation.