Sacha Baron Cohen Defends Ali G's Return, Citing Rise in Prejudice Fueled by Social Media and AI

Sacha Baron Cohen has defended the decision to revive his controversial character Ali G for a forthcoming film, stating that the persona is designed to expose prejudice that has metastasized in the current era. The actor, 55, who first debuted Ali G on Channel 4's The 11 O'Clock Show in 1998, is reprising the role in the film "Ali G: Who Iz I?"

Campaigners have called for the mockumentary to be banned in UK cinemas, launching a petition with claims that the film and character enforce racist stereotypes. In response, Baron Cohen wrote for Time magazine that the very dated and problematic nature of Ali G is the reason for his resurrection. He asserted that the prejudices his characters aim to expose have not only persisted but have grown, fueled by social media and artificial intelligence.

"All the prejudices my characters are designed to expose haven't just lingered—they've metastasised," Baron Cohen stated. "They're fuelled by the greatest propaganda machine in history—social media—and now by its monstrous child, AI."

He characterized 2026 as an age where "ignorance reigns and truth is inverted." Baron Cohen, in his directorial debut, secretly filmed the movie over a year. The mockumentary follows his character's life since "the world went to c**p," alongside his pregnant girlfriend Julie, portrayed by Morgana Robinson.

Criticism for the Amazon MGM film, slated for release on October 23, has been significant. Shortly after the trailer's release in August, NewsCord, a UK news monitoring platform, initiated a campaign urging cinemas globally to refuse to screen the film. The group stated they had contacted 15 major chains with this request. NewsCord cited a 2000 Guardian report quoting Black British comedians who found Ali G to be an "alibi for racism." Felix Dexter was quoted as saying the character allows "the liberal middle classes to laugh at black street culture in a context where they can retain their sense of political correctness." Jeanette Winterson questioned the character's distinction from "the Black and White Minstrels."

Phil Clapp, head of the UK Cinema Association, told Variety that cinemas are intended to engage and entertain audiences, not act as censors. He added that decisions to screen a film, once certified by the British Board of Film Classification (BBFC), are made based on the likely audience response.

Baron Cohen also addressed the backlash on X, writing, "In an age where a comedian's career can be ended by a single un-PC joke, I thought I'd play it safe and bring this guy back."

Reports suggested that the UK cinema chain Picturehouse might not screen the film, but Variety later clarified that the chain's response was a standard customer service reply regarding unbooked films, with no final decision made. Baron Cohen had previously teased the character's return with a surprise appearance at Wimbledon in July, sporting Ali G's signature look.

The return of Ali G, who first appeared on screens 27 years ago as the "voice of youth" on Channel 4's The 11 O'Clock Show in Autumn 1998, was first reported last year. The character later became the subject of "Da Ali G Show" in the early 2000s and the 2002 film "Ali G Indahouse." Baron Cohen had announced the retirement of Ali G in a 2007 interview with The Daily Telegraph, but resurrected him in 2014 for "Ali G Rezurection," which featured new footage alongside highlights from his previous shows.