Most teams using AI to “localise” video today are doing one of two things: they are dubbing an existing video into a new language with a synthetic voice, or they are rebuilding the campaign from scratch in each market and hoping the brand still recognises itself afterwards. Both are expensive, and neither is what GATA does.
GATA does visual versioning. Start with one script, then create market-specific versions where language, casting, setting, wardrobe, framing, and on-screen text can change — while the cast, the brand, and the master look stay locked. The same protagonist appears in the UK launch, the German cutdown, and the Spanish closer. The campaign reads as one piece across markets, and you only re-run the parts that actually have to change per region.
Why this isn’t dubbing
GATA is deliberately not an AI dubbing or lip-sync tool. Dubbing replaces the audio of an existing video and tries to keep the visuals untouched. That is a useful product when the visuals already work in every market — but for marketing, gaming, and agency work, they rarely do. Wardrobe, setting, on-screen text, and even the supporting cast often have to change per region for cultural fit, regulatory reasons, or simply because the original ad was shot for a single market and was never planned for re-use.
Visual versioning re-runs the parts of the project that have to change and reuses everything else. The locked cast stays locked. The locked look stays locked. The script structure stays locked. What changes per region is language, voice casting, on-screen copy, framing, and the specific shots that need market-specific treatment.
If your job today is to dub an existing video into ten languages with a synthetic voice and nothing else, tools like HeyGen, Rask, and ElevenLabs do that job well. If your job is to ship a campaign across multiple markets while keeping the cast, brand, and identity recognisable — that’s what GATA is for.
What stays locked, what changes
The single locked master is the contract between the original creative and every regional variant. Inside the locked master:
- Script intent stays locked. The beat structure, the emotional arc, the product story — these are the campaign, and they don’t change per market.
- Cast stays locked. The protagonist is the same person in every region. See character consistency for how this is enforced.
- Brand and look stay locked. The colour grade, the visual identity, the master moodboard — these are the campaign’s signature, and they hold across markets.
Outside the lock, regional variants can vary independently:
- Language and on-screen text. Re-write copy per market, render localised lower thirds and end-cards, and re-cast voices for each region.
- Voice casting. Pick a different ElevenLabs voice per region, or design custom voices on Studio and above. Voice stays consistent within a region across rewrites.
- Wardrobe, setting, and supporting cast. When a cultural beat means a different setting or wardrobe choice works better in one market, change it without re-doing the rest.
- Framing and format. A 30-second hero in the UK can become a 15-second cutdown in the US and a 9:16 vertical on social, each with framing tightened for the format.
The vocabulary for this is captured in the localised versioning glossary entry: market-specific versions of a campaign, trailer, or episode, with language, casting, framing, and format adapted per region but the master concept preserved.
Reusing the production, not rebuilding it
Most prompt-based tools make you redo every market from scratch. GATA reuses the production structure and reruns only what needs to change — usually a fraction of the credits of the original. A regional variant forks from the locked master, inherits cast and look by reference, and re-runs only the shots, voice tracks, and on-screen text that are region-specific.
When the master changes — say, a wardrobe revision lands a week after the regional variants were drafted — the variants pick it up by inheritance. You don’t have to chase the change through every market by hand. This is what the parallel production workflow buys you at the localisation stage: changes propagate by structure rather than by ticket-chasing.
Plan availability
Localised versioning is available on Studio and above. Studio includes localised versions for multi-market work, 22,500 credits a month, and a Priority render queue. Pro and Enterprise scale that up with more credits, higher concurrent throughput, and multi-client / multi-slate workspaces.
See pricing for the full breakdown of what each plan includes.
Where this matters most
Localised marketing campaigns. Take an existing campaign or trailer and produce regional versions where language, casting, and on-screen elements adapt per market. See the localised marketing use case for the brief.
Agency client work. When a single hero campaign goes out across multiple markets for a single client, the time spent reconciling per-market versions usually eats the margin. Visual versioning collapses that overhead. See agency / studio client work.
Game trailers across regions. A trailer for a globally-distributed game needs to read as the same trailer in every market, with localisation working at the level of language, cast voice, and culturally-appropriate framing — not just subtitles.
Common questions
Can GATA localise an existing video? Yes. Drop in a video, choose target language and market, and re-cast / re-write per region. Available on Studio and above.
Can I use the output commercially? Yes. Every paid plan includes commercial use rights for ads, launches, client work, and multi-market versions. We document rights in every export. Your work is never used to train models.
Does this replace ElevenLabs / HeyGen / Rask? No, and it’s not trying to. Those tools dub audio into a new language while keeping the original visuals. GATA re-runs visuals per market when the visuals also need to change. If a true audio-only dub is what you need, use a dubbing tool. If you need the regional version to look different too, GATA is the right shape.
What about lip-sync? GATA is not a lip-sync tool — the visual versioning workflow generates shots per region rather than retiming an existing actor’s mouth. We mention this so you can plan accordingly: if your project depends on a lip-sync dub of an existing performance, GATA is not the right tool.
Where to go next
- See pricing and what each plan includes on the pricing page.
- Read about the cast layer that travels through every regional variant: character consistency in GATA.
- Read about the workflow that makes this possible: script to video, in parallel.
- Browse the underlying terms: localised versioning, locked cast, character consistency.