Sacha Baron Cohen Defends Ali G's Return, Citing Prejudice Fueled by AI

Sacha Baron Cohen has defended the return of his controversial character Ali G, asserting that the persona is designed to expose prejudice that has metastasized in the modern era, particularly through social media and artificial intelligence. The actor, 55, is reprising the role in the forthcoming film, "Ali G: Who Iz I?"

Cohen, who first debuted Ali G on Channel 4's The 11 O'Clock Show in 1998, wrote in Time magazine that the character's perceived outdatedness and problematic nature are precisely why he has resurrected him. "All the prejudices my characters are designed to expose haven't just lingered—they've metastasised," Cohen stated. "They're fuelled by the greatest propaganda machine in history—social media—and now by its monstrous child, AI."

He contends that in 2026, "ignorance reigns and truth is inverted." The mockumentary, filmed secretly over a year as Cohen's directorial debut, follows Ali G's life since the world, in his view, "went to c**p." The film is scheduled for release in cinemas on October 23.

Despite Cohen's defense, the film has faced widespread criticism, with a petition launched by campaigners urging for its ban in UK cinemas. These groups claim the film and character enforce racist stereotypes. NewsCord, a UK news monitoring platform, initiated a campaign after the trailer's release, emailing 15 major cinema chains globally to request they refuse to screen the movie. The campaign cited a 2000 Guardian report quoting Black British comedians who found Ali G to be an "alibi for racism" and allow the "liberal middle classes to laugh at black street culture."

Phil Clapp, head of the UK Cinema Association, told Variety that cinemas are not arbiters of public taste and will decide whether to screen the film based on the likely audience response, provided it receives a certificate from the British Board of Film Classification (BBFC).

Cohen, in a defiant post on X, suggested that in an age where a comedian's career can be ended by a single un-PC joke, he chose to "play it safe" by bringing back Ali G. Reports indicated that the UK cinema chain Picturehouse might not screen the film, but Variety later clarified that an email from the company was a standard response to booking queries and not a definitive decision.

Ali G's character has a history of comebacks. Cohen first teased his return with an appearance at Wimbledon in July, sporting his signature bling and tracksuit. The character, originally conceived as the "voice of youth," later became the subject of "Da Ali G Show" and the 2002 film "Ali G Indahouse." Although Cohen announced Ali G's retirement in 2007, the character reappeared to accept an award at the 2012 British Comedy Awards and returned to television in 2014 with "Ali G Rezurection."