The Jamie Oliver Group is working with artificial intelligence (AI) startup Papercup to localise Jamie Oliver’s high-performing YouTube content for Spanish, German and Brazilian Portuguese-speaking audiences.
The partnership intends to bring Jamie Oliver’s top content to people around the globe on newly created Spanish and German YouTube channels. Brazilian audiences, who are already able to access Jamie Oliver videos in their language, will see content on the existing channel expanded over the coming months.
The videos are expected to reach tens of millions of Spanish, German and Brazilian viewers in the months following launch.
Founded in 2017, Papercup offers an AI and machine learning-based system that localizes videos into other languages using synthetic voices with real emotional depth. AI dubbed videos produced by Papercup have already reached over 300 million people in non-English speaking territories.
After sharing the original content with Papercup, customers receive a new version, complete with a human sounding voice over checked by a professional translator. By deploying its bespoke systems to create expressive synthetic voices specifically suited for video, Papercup generates engaging translated content that outperforms subtitled offerings and can be delivered at a scale and price that traditional dubbing struggles to match.
These cutting-edge AI tools will allow The Jamie Oliver Group to localise hundreds of hours of content in a high-quality and cost-effective way.
Rich Herd, Head of Video at The Jamie Oliver Group said: “This is an incredibly exciting partnership that will use cutting edge technology to expand the global reach of Jamie Oliver video food content. To be able to unlock our vast back catalogue of recipes and deliver it to viewers in their local language will help us bring Jamie’s to a whole new fan base.”
Jesse Shemen, CEO of Papercup said: “At Papercup, our mission is to make the world’s videos watchable in any language. The market for food is universal, which is why I’m excited to see Jamie’s iconic recipes and cooking videos spread across the globe with our AI dubbing tool.”
About The Jamie Oliver Group:
The Jamie Oliver Group is the dynamic and diverse business that supports and delivers Jamie’s commercial and campaigning vision. We have creative teams who work on Jamie’s award-winning books, TV and digital content; industry experts who develop Jamie’s range of kitchenware, food products and partnerships; a passionate restaurant team delivering amazing dining experiences for our international restaurants; plus the campaigns team who lead the way on Jamie’s ambitious goal to halve childhood obesity by 2030. Every day is a bit different at the Jamie Oliver Group – we’re always keen to try new ideas, we love working together and with other people, and we have an ambitious plan to change the world for good, through food. We want to inspire individuals, businesses and governments to join us and make positive changes in the home, on the high street, at the workplace, in hospitals and in schools.
Papercup, the AI Dubbing startup, was founded in 2017 by Jesse Shemen and Jiameng Gao with a mission to make all the world’s videos watchable in any language. Papercup’s pioneering machine learning technology translates voices in video into other languages. The new synthetic voices retain characteristics of the original speaker and are highly expressive, so that they sound genuinely human. Papercup technology enables companies like Bloomberg, Sky News, Insider and Cinedigm to scale high-quality dubbing and reach audiences keen to watch content in their native language.
The London-based startup has raised over $30.5 million in funding to date, with backers including the media titan Sky (now owned by Comcast) to VCs including Octopus Ventures, LocalGlobe, Sands Capital and angel investors such as Des Traynor, Co-founder of Intercom, John Collison, Co-founder of Stripe and Zoubin Ghahramani ex-Chief Scientist & VP for AI at Uber.