Wistia has become the first video marketing platform to offer a complete AI-powered localization solution, unveiling new features that translate and dub videos in over 30 languages with lip-sync capabilities. The tools, powered by HeyGen's GenAI video technology, are now available to all Wistia customers on paid plans, marking a significant step forward in making global video communication seamless and accessible.
Users can now upload a video, choose their target languages, and receive AI-generated translations in formats ranging from captions to fully dubbed videos with accurate lip-syncing. The process maintains a single, consistent video file, making it easier to manage and distribute content across global markets without needing separate edits for each language.
The new capabilities aim to reduce localization costs while improving engagement, SEO performance, and audience retention. The platform is offering 15 minutes of free dubbing to all users through its website, following a successful beta test earlier this year that included 60 minutes of complimentary access.
According to Wistia, 57% of brands are increasing their video marketing budgets in 2025, and 84% of companies report revenue growth tied to localized content. As video continues to dominate digital engagement strategies, the demand for multilingual, accessible, and culturally relevant content is growing rapidly.
Chris Savage, CEO of Wistia, emphasized the broader impact of the launch: "Our new localization capabilities empower brands to transcend borders, unlocking marketing opportunities they never thought possible. It's a transformative moment."
Initial beta testers responded positively to the feature. Matilyn Meadows, Marketing Manager at Aster Brands, said, "We've tried it out and received excellent feedback from our team who speak the dubbed languages natively. I see this as a tool we will frequently use."
Frédéric Chênevert, Director of Products at Institut TA, called it "well-executed, super simple to use and, by far, the best tool I've tested so far." These endorsements underscore the effectiveness of the technology in real-world use cases.
The AI features are powered by HeyGen, whose GenAI technology delivers accurate translation and lip-syncing at scale. Kevin Raheja, Head of Product Partnerships at HeyGen, noted that the collaboration reflects a shared commitment to accessible and inclusive video communication worldwide.
In 2024, nearly half of all Wistia videos featured three or more accessibility enhancements -- up from 11% in 2021 -- demonstrating a growing industry focus on video inclusivity. With its latest update, Wistia is not only keeping pace with that trend but helping set a new standard for globalized content.
