AI continues to integrate into many areas of human life, including international marketing, entertainment, and localization of information products. Studying the impact of AI on the market is becoming increasingly important for investors, especially as interest in this dynamic and rapidly developing sector continues to grow. In translation practice, AI is represented in the form of Machine Translation (MT) and Computer Assisted Translation (CAT) programs. The most well-known machine translation services are Google, Microsoft, Yandex, TM programs DeepL, Promt and Trados, Phrase, SmartCAT. Investments in machine translation are attractive and justified due to increasing volumes of multilingual content, time and resource savings, and growing demand for specialized machine translation of texts in a wide range of subject areas. The aim of this chapter is to study the specifics of translating audiovisual works (videos) using AI programs. The paper analyzes translated versions created without post-editing and identifies pragmatic, linguacultural and extralinguistic factors of translation related to the limitations of audiovisual translation (AVT). The audiovisual texts created in the process of subtitling are chosen as the research material, since the active use of machine translation programs is more characteristic of this type of AVT. The authors also consider linguistic and extralinguistic reasons that limit the use of AI in AVT and determine the need for careful assessment of the quality of the translation produced by a machine translator.