During an interview with Forbes Crunchyroll CEO Rahul Purini went straight to the point: the platform does not intend to use Artificial Intelligence AI ) in no creative aspect of their anime. This includes both studios' work and voice actors, which he considers an essential part of the narrative construction of each series.
The statement draws attention mainly because last year, the same executive had shown interest in using IA to accelerate subtitle and transcript processes, as revealed to The Verge . At the time, the proposal was to make international releases faster and simultaneous with Japan - something that generated a lot of criticism from fans.
The negative reaction was immediate on social networks. Many fans made it clear that the anime should remain an artistic expression made by humans, without interference of automated technologies. The case of the arts generated by AI in Studio Ghibli only reinforced the debate about the value of manual labor and copyright.
Purini now stresses that AI is used only in internal functions, such as recommendation and personalized search systems, leaving the contents of the anime.
Meanwhile, other platforms are going in the opposite direction. Amazon Prime Video has been testing AI voice acting, and Netflix invests heavily on Generative AI tools, including anime scenarios and voice technologies.
For now, Crunchyroll has chosen a more cautious path - and much closer to what fans really value.
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Source: Forbes
