Sony’s anime streaming platform Crunchyroll is facing backlash after viewers uncovered what appear to be AI-generated subtitles in several of its shows, sparking controversy over quality control and transparency. The criticism intensified when users spotted unusual phrases such as “ChatGPT said” in the German subtitles for Necronomico and the Cosmic Horror Show. Fans on both sides of the Atlantic have criticized the English and German subtitle tracks as being poorly translated, incoherent, and unfaithful to the original material.
The backlash has been swift and vocal on social media and Reddit, where long-time subscribers expressed frustration at what they perceive as a lack of respect for non-English-speaking audiences. Viewers noted that the AI-generated subtitles not only misrepresented dialogue but also omitted important cultural nuances and context that professional translators usually preserve.
Crunchyroll has since confirmed to Engadget that a third-party localization provider used unauthorized AI tools in violation of their contractual agreement. The company stated that it is currently investigating the matter and working to address the issue. Crunchyroll added that the problematic subtitles will be reviewed and corrected as needed.
Interestingly, this isn’t the first time Crunchyroll has broached the topic of AI in translations. In an earlier interview with The Verge, CEO Rahul Purini admitted the company had been experimenting with AI-generated subtitles, suggesting it was part of a broader strategy to accelerate episode releases globally. At the time, Purini emphasized the goal was to enhance delivery speed without compromising quality.
This incident has renewed broader concerns over the growing use of AI in creative fields, especially where translation accuracy and cultural sensitivity are vital. Viewers and professional translators alike argue that automated systems lack the context and nuance needed to deliver accurate subtitles—particularly in a medium like anime, where idioms, tone, and emotion are critical to storytelling.
As Crunchyroll expands its global footprint, many fans are now calling for more transparency around translation practices and a recommitment to high-quality localization. For a company whose success relies on passionate, detail-oriented audiences, how it responds to this controversy may have long-term implications for its reputation.
