Placing human agency in the AI-powered media localisation industry

The media localisation industry, as audiovisual translation (AVT) is commonly known, has undergone radical changes with the accelerated deployment of AI-powered solutions transforming production processes. This article examines how different stakeholders navigate this changing landscape: an industry promoting automation to meet growing demands, translators concerned about working conditions and professional sustainability, academia developing future professionals while researching technological impact, and audiences whose evolving expectations shape industry practices. Drawing on stakeholder theory, the analysis reveals how the sustainability of AVT requires balancing technological efficiency with human expertise. While AI tools promise faster turnaround times and reduced costs, their implementation must ensure long-term professional viability and translation quality. The article argues that successful integration of AI depends on creating value for all stakeholders through collaborative approaches that recognise translators’ agency and expertise. This requires conceptualising AI not merely as a cost-reduction tool but as part of a broader ecosystem where human expertise and technological capabilities complement each other to serve diverse global audiences.