TY - CHAP
T1 - AI and Audiovisual Translation
T2 - Evaluating the Roles of GenAI Platforms and Prompts in Automatic Subtitling
AU - Chen, Zhuojia
AU - Wu, Zhiwei
N1 - Publisher Copyright:
© 2025 selection and editorial matter, Sanjun Sun, Kanglong Liu and Riccardo Moratto.
PY - 2025/6/10
Y1 - 2025/6/10
N2 - This chapter examines the potential of Generative AI (GenAI) in automatic subtitling through a comparative case study of fansubbers, ChatGPT, and Google Gemini. Analysing subtitles for a scene from Modern Family, the study evaluates how these sources handle common subtitling challenges like wordplay, multimodal humour, and orality features. The findings reveal that while GenAI models, particularly those capable of processing multimodal information, show promise in addressing some subtitling issues, they still fall short of creative problem-solving and cultural adaptation. The study also explores the impact of different prompting strategies on GenAI performance. The authors discuss practical implications for integrating GenAI into subtitling workflows and emphasise the continued importance of human creativity in audiovisual translation.
AB - This chapter examines the potential of Generative AI (GenAI) in automatic subtitling through a comparative case study of fansubbers, ChatGPT, and Google Gemini. Analysing subtitles for a scene from Modern Family, the study evaluates how these sources handle common subtitling challenges like wordplay, multimodal humour, and orality features. The findings reveal that while GenAI models, particularly those capable of processing multimodal information, show promise in addressing some subtitling issues, they still fall short of creative problem-solving and cultural adaptation. The study also explores the impact of different prompting strategies on GenAI performance. The authors discuss practical implications for integrating GenAI into subtitling workflows and emphasise the continued importance of human creativity in audiovisual translation.
UR - https://www.scopus.com/pages/publications/105004147896
U2 - 10.4324/9781003482369-9
DO - 10.4324/9781003482369-9
M3 - Chapter in an edited book (as author)
AN - SCOPUS:105004147896
SN - 9781032756301
T3 - Routledge Studies in Translation Technology and Techno-Humanities
SP - 172
EP - 189
BT - Translation Studies in the Age of Artificial Intelligence
A2 - Sun, Sanjun
A2 - Liu, Kanglong
A2 - Moratto, Riccardo
PB - Taylor and Francis Ltd.
ER -