Netflix has drawn criticism for its use of artificial intelligence to recreate the voice of the late Gene Wilder for the teaser of its upcoming reality competition series, "Wonka's Golden Ticket." The show, inspired by the 1971 film "Willy Wonka & the Chocolate Factory," features AI-generated narration purportedly replicating Wilder's iconic voice.
The controversial decision was reported by Deadline, which noted that the AI audio was recreated with permission from Gene Wilder's estate. His wife, Karen B. Wilder, expressed delight that the actor's voice would be accessible to a new generation. The AI voice is expected to play a significant role throughout the series, not just in the initial teaser. Netflix collaborated with AI audio company ElevenLabs on the project, which has previously worked on similar endeavors involving the estates of Stan Lee and Michael Caine.
This instance adds to a growing trend of using AI to revive the voices and likenesses of deceased celebrities. While explicit consent from estates is being obtained, the practice has been met with unease, drawing parallels to recent uses of AI with figures like Tupac Shakur and Val Kilmer. Critics argue that such applications, sometimes referred to as "digital grave robbing," feel exploitative and highlight a perceived fragmentation of popular culture, leading companies to rely on established, widely recognized figures from the past to capture audience attention.
"Wonka's Golden Ticket" is scheduled to premiere exclusively on Netflix on September 23. The show follows a reality competition format, similar to "Squid Game: The Challenge," where participants face challenges with the implication of elimination.