Netflix faces backlash over AI Gene Wilder voice for Willy Wonka show - Euronews

Netflix has sparked a wave of criticism following the announcement of a new competition series, Wonka’s The Golden Ticket, which utilizes an AI-synthesized voice of the late Gene Wilder. The use of the actor's likeness, provided by AI company ElevenLabs, has reignited debates regarding the ethical implications of synthetic media in the arts.

What happened

In early July 2026, Netflix released a teaser for their upcoming series, Wonka’s The Golden Ticket, which features a competition inspired by the classic Roald Dahl novel. The promotional clip includes a voiceover delivered by an AI model trained to replicate Gene Wilder, who passed away in 2016. In the recording, the synthetic voice declares that the chocolate factory is reopening for a new generation of contestants. The technology for this recreation was provided by ElevenLabs, a firm specializing in AI voice synthesis.

Following the release of the teaser, social media users expressed strong disapproval of the simulation. Critics argued that the AI performance lacked the emotional depth and soul of the original actor, with some fans suggesting that the use of his voice was disrespectful to his legacy. Despite the public outcry, it was confirmed that the actor's estate consented to the use of his voice. Karen Wilder, the actor's wife, stated that the estate was delighted to celebrate the warmth and imagination of his original performance through this new project. The series is currently scheduled for a Netflix premiere on 23 September.