The creation of immersive experiences in transcultural entertainment: an action design process focused on neural rendering

This study examines how artificial intelligence (AI), specifically neural facial reenactment (NFR), can address the limitations of dubbing and subtitling in adapting foreign films. Using action design research and guided by presence theory, we codeveloped and evaluated an NFR process during the English adaptation of the Polish feature film The Champion. Unlike conventional dubbing, which often disrupts immersion through poor lip-sync or script changes, NFR preserves the original actors’ performances, aligning them with new dialogue. Independent broadcast-quality assessments confirmed technical validity, and subsequent commercial distribution on a major streaming platform demonstrated scalability and audience acceptance. From this process, we derived six design principles: avoid forced script changes, respect creative intent, minimize intrusive technology, reduce training data requirements, enable flexible audience access, and codesign with existing creative structures. These principles offer a replicable template for the responsible researching and developing of AI in information systems. For practice, the findings show that NFR can improve cultural accessibility and create new creative and technical roles rather than displacing talent. For policy, the study highlights the importance of codesign, transparency, and preserving artistic integrity when integrating AI into global cultural products.