As the world debates whether AI will replace translators and dub actors, Crunchyroll has just closed that discussion regarding its own work. Rahul Purini, CEO of the service, was very direct in an interview: the streaming service won’t use generative AI tools for producing subtitles or voices in its English versions. This isn’t ambiguity or a temporary stance—it’s company policy.

Creative freedom for creators, clear limit for Crunchyroll

Purini’s distinction is important: anime studios can use whatever technology they want during production. If a Japanese studio decides to experiment with AI tools for animation, drawing, or any other creative stage, Crunchyroll accepts that decision without objection. What the service won’t do is apply those same tools in the final steps that reach the viewer—translation and voice work.

“We are very clear about what we will and won’t do,” Purini stated. “We’ve always said that creator authenticity is really important to us. We want to ensure creators can tell their stories as they want, with the technology they choose, but it’s the creator’s intent that matters.” In other words: the original vision is paramount, and localization work can’t alter it with automated shortcuts.

What makes this statement more relevant is its context. In 2025, Crunchyroll explored using automated tools to speed up subtitle production and align global premieres with Japanese broadcast dates. There were also tests in dubbing, but issues with lip sync and handling humor and emotions showed that the technology wasn’t ready for that level of precision. The recent interview confirms that, after that experience, the decision is final.

The incident that solidified this stance was a specific issue in spring 2025, when subtitles for Necronomico and the Cosmic Horror Show contained an obvious error: the text literally read “ChatGPT said” followed by the translation. The episode drew public criticism and revealed that an external partner had violated the service’s agreements. Crunchyroll clarified at the time that its contracts prohibit such methods, and Purini’s statement confirms that line won’t budge.

Outside of localization, the CEO clarified that they do explore AI tools in areas that don’t touch creative content, such as recommendation systems and personalizing the user experience. That, according to Purini, doesn’t compromise the original work’s integrity.

Crunchyroll is the world’s largest anime streaming service by catalog and subscriber base, with presence in over 200 countries and more than 100 million registered users. Beyond distributing anime, the service actively participates in production and is a key platform for Japanese series to reach global audiences simultaneously with their Japanese broadcasts. Its business model relies heavily on fans’ trust in localization quality, making Purini’s stance significant.

Do you think Crunchyroll made the right decision, or are there cases where AI could improve the experience without sacrificing quality?