Netflix revealed it is bringing one of Hollywood's most recognizable voices back with AI for the upcoming reality competition "Wonka's The Golden Ticket." The show will feature an AI-generated recreation of Gene Wilder's voice, nearly a decade after the beloved actor died in 2016. According to Variety, the show premieres September 23 and is produced by Eureka Productions. It will follow 12 golden ticket winners and their chosen partners as they compete in a series of games over nine episodes inspired by the 1971 film "Willy Wonka & the Chocolate Factory" and Roald Dahl's source novel.
Rather than hiring an impersonator, Netflix worked with AI voice company ElevenLabs and Gene Wilder's estate to recreate the actor's voice for entirely new narration. As NBC News reported, the show's teaser features the AI-generated Wilder saying things like "the most extraordinary competition on Earth is about to begin," dialogue that never appeared in the original film.
The Hollywood Reporter noted that Rusty Goffe, who played an Oompa Loompa in the 1971 film, will reprise the role during the challenges.
The estate signed off — but not everyone is convinced
Doing this to Gene Wilder is so gross. Although in the end, it still sounds like every robotic AI voice you have heard.Just hire someone to play Willy Wonka. Even the Wonka Experience in Glasgow did that. https://t.co/IC1R0fxzGvJune 30, 2026
Similar to Val Kilmer's estate approving his likeness to appear in a film, the recreation of Gene Wilder was created with the approval of Wilder's family. Karen B. Wilder, the actor's wife, said in a statement on behalf of the estate that Gene "had a remarkable ability to bring humor, wonder and heart into people's lives" and that the family is "delighted" the show will introduce "that magic to a new generation," according to Variety.
But the estate's approval hasn't quieted critics. NBC News reported that some fans pointed out Wilder himself was skeptical of efforts to revisit his most famous role, citing his criticism of the 2005 "Charlie and the Chocolate Factory" remake. Others have questioned whether consent from a spouse or estate can truly stand in for consent from the performer.
Film reviewer Stefan Ellison wrote on X in response to the announcement: "Just hire someone to play Willy Wonka. Even the Wonka Experience in Glasgow did that." That reference points to the disastrous AI-promoted Wonka event in 2024 that drew police complaints.
ElevenLabs is building a pattern
Netflix's Wonka project isn't an isolated experiment. ElevenLabs has been steadily expanding its presence in Hollywood. The company has already created similar AI voice recreations of Judy Garland and Burt Reynolds. Just last week, it released an audiobook of Homer's "Odyssey" narrated by an AI-generated clone of Michael Caine's voice, timed to arrive ahead of Christopher Nolan's feature adaptation.
Last year, it debuted a version of "The Wonderful Wizard of Oz" read by an AI Garland ahead of "Wicked: For Good."
You might remember Matthew McConaughey and even Taylor Swift have trademarked their voices in the fight against AI deepfakes. In this new era, it's clear ElevenLabs is positioning AI voice recreation as a licensing model, pairing iconic voices with major entertainment properties at strategically timed release windows.
What this signals for Hollywood
The new model of estate-approved and commercially licensed AI recreation is a middle path between leaving iconic performances in the past and the unrestricted deepfake free-for-all that many in the industry fear.
Whether the estate-licensing model becomes an industry standard or draws a regulatory response remains an open question. But the debate is no longer theoretical.
What do you think? Share your thoughts in the comments.
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