Netflix has confirmed the use of an AI-based voice cloning tool to recreate actor Gene Wilder's voice in its new reality show "Willy Wonka's The Golden Ticket." The decision, revealed in a teaser trailer released days ago, has immediately divided audiences between technological enthusiasm and ethical outrage. The series, set to premiere worldwide on September 23, 2026, follows the trend set by "Squid Game: The Challenge," turning a cinematic fiction into a real-life competition.
The trailer shows real sets and audio that sparked debate
In the promotional video, the show's sets are physically built, no Glasgow-style low-budget versions or digital backdrops. However, the truly disruptive element is the voiceover of Willy Wonka, clearly generated by an AI model trained on Gene Wilder's original recordings. The voice delivers new lines but with a timbre and intonation nearly identical to the late actor, who passed away in 2016.
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The controversy over unauthorized use of a deceased person's voice
Many fans and critics have called the choice "disgusting" and a violation of artistic legacy. Gene Wilder never authorized the use of his image or voice for posthumous commercial purposes. Although Netflix likely secured rights from the actor's estate, the ethical debate over using AI to clone voices of deceased individuals is more heated than ever. This case echoes other controversial uses of AI in film and advertising, often criticized for lack of transparency.
The trend of reality shows based on fictional works and the lack of boundaries
With "Willy Wonka's The Golden Ticket," Netflix pushes to the extreme a formula already successfully tested with "Squid Game: The Challenge." Creating a real competition based on a film that depicts traumatic and psychologically manipulative experiences raises questions about the line between entertainment and exploitation. Adding the AI voice choice turns a nostalgic attraction into an aggressive marketing experiment. While the streaming giant invests billions in original content, as seen with the Super Mario Galaxy movie landing on Peacock, the strategy of using AI technologies without clear regulations risks alienating sensitive audiences.
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A case that renews calls for AI regulation in the creative industry
This episode fits into a broader context of increasing regulatory attention. Massive investments like South Korea's $1 trillion bet on chips and humanoid robots push the debate on ethical AI use. In this specific case, many are calling for laws that require explicit consent from the deceased or their heirs before using synthetic voices or images. Without safeguards, the line between tribute and exploitation remains blurred.
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Netflix has not yet officially commented on the criticism, but the teaser has already surpassed two million views in under 48 hours. The reality show promises 12 episodes where contestants compete in rooms inspired by the 1971 Mel Stuart film, with Wilder's voice as the connecting thread. For more on the actor, you can visit the Wikipedia page for Gene Wilder.
Source: https://www.theverge.com/streaming/959684/netflix-wonka-golden-ticket-gene-wilder
