Netflix's 'Wonka' AI Voice Sparks Backlash

Netflix is facing criticism for its decision to use artificial intelligence to recreate the voice of the late Gene Wilder for a new reality TV series, "Wonka's The Golden Ticket." The show, set in the world of "Willy Wonka & the Chocolate Factory," will feature an AI-generated version of Wilder, who originally portrayed the iconic chocolatier in the 1971 film.

Wilder's estate has granted consent for the use of his likeness and voice, following his death in 2016. The AI voice replication is being handled by the audio firm ElevenLabs. While Karen B. Wilder, the actor's wife, expressed delight that the series "celebrates the imagination" he brought to the role, some viewers have voiced concerns. Social media comments have described the decision as "disrespectful" and a "plastic substitute."

Some critics noted a perceived lack of originality in the AI-generated voice, stating it sounds like "every robotic AI voice you have heard." The announcement has also drawn comparisons to the widely criticized "Willy's Chocolate Experience" event in Glasgow in 2024, which gained notoriety for failing to meet expectations.

"Wonka's Golden Ticket" aims to echo the narrative of Roald Dahl's children's book, with contestants participating in "a series of Wonka's temptations and challenges" for a grand prize. This project follows other instances of AI being used to resurrect the voices of deceased entertainers.

In October 2024, the son of chat show host Sir Michael Parkinson defended the use of AI to recreate his father's voice for a podcast series. Jocelyn Burnham, an expert in AI's application in arts and culture, suggests that studios are testing audience acceptance of AI recreations. Burnham pointed to Disney's use of AI to replicate James Earl Jones's voice as Darth Vader in the 2022 series "Obi-Wan Kenobi" as an example where audiences were not "automatically hostile."

However, Burnham also cautioned that there are no established industry norms regarding audience boundaries for AI-generated performances. She noted that the more beloved a voice or character is, the greater the scrutiny the resulting product is likely to face.