Netflix faces backlash for using AI to imitate late star in new series
Netflix has faced criticism for utilising artificial intelligence to recreate Gene Wilder's voice in their new series inspired by Willy Wonka and the Chocolate Factory. The late actor, who passed away in 2016 aged 83, memorably portrayed the titular character in the 1971 adaptation of the Roald Dahl classic.
Netflix is now preparing to launch Wonka's The Golden Ticket, a reality series that invites contestants to enter the renowned factory and undertake challenges. A voiceover, bearing striking resemblance to Wilder's distinctive tones, declares: "A whole new generation of real-life golden ticketholder will compete for a life-changing prize, or say a most unfortunate goodbye.
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"Marvel at the magic you remember, and delight in my newest wonders beyond imagination...The most extraordinary competition on earth is about to begin. There's no turning back now."
A group of participants were then shown looking shocked and the trailer confirmed the series will launch on September 23.
Viewers expressed their displeasure, immediately recognising what appeared to be the late actor's voice, presuming it had been created using AI.
One viewer posted on X: "It almost sounds like gene wilder, but not really and is a plastic substitute that people will eat up because the robots have made them stupid, This is an obscenity."
Another commented: "Ain't no way they ruining one of my favourite movies of all time with a show and a AI Gene Wilder," while a third wrote: "I'm sure Gene Wilder who died 10 years ago gave his permission to use his voice for AI slop."
While there has been some backlash from fans, Netflix has already confirmed it has the consent of Mr Wilder’s estate to use his recreated voice.
Wilder's wife Karen B Wilder also commented on behalf of the Gene Wilder Estate, sharing: "More than five decades after Gene brought Willy Wonka to life, people of all ages and backgrounds around the world continue to find joy, laughter and inspiration in his performance.
"Gene had a remarkable ability to bring humor, wonder and heart into people’s lives, and that connection has endured for generations.
"We are delighted that Wonka’s The Golden Ticket celebrates the warmth and imagination that he brought to the role, introducing that magic to a new generation while honoring the fans who have cherished it for decades."
Charlie and the Chocolate Factory was originally published in 1964, following a poverty-stricken boy who wins the opportunity to tour Wonka's chocolate factory, witnessing four other spoilt children meet their gruesome fates throughout the day.
The 1971 film adaptation took the form of a musical, featuring beloved songs including Pure Imagination, I Want It Now and The Candyman.
The acclaimed children's author Roald Dahl was equally responsible for other timeless classics such as Matilda, The Twits, and James and the Giant Peach, with Netflix acquiring The Roald Dahl Story Company in 2021.
Earlier this year, Netflix confirmed that a forthcoming animated feature is scheduled for release sometime in 2027. At the time, it was announced that Heartstopper star Kit Connor is set to headline the voice cast.
He will be joined by comedic actor and filmmaker Taika Waititi, best known for directing and starring in Jojo Rabbit and Thor Ragnarok. Both will appear in Charlie vs. the Chocolate Factory.
The Netflix original is helmed by seasoned animation directors Jared Stern and Elaine Bogan, whose combined credits include The Lego Batman Movie, Spirit Untamed and Trollhunters.
According to the official synopsis, Willy Wonka has spent the years following the Golden Ticket contest behind bars, convicted of turning a child into a blueberry. Upon his release, Wonka heads back to his factory with a determination to bring a touch of sweetness to a bitter world.
Standing firmly in his way, however, is teenager Charlie Paley and his gang of friends.
Facing the prospect of eviction, this new generation of "rotten" kids hatch a plan to break into the factory, steal a priceless Wonka Bar and rescue their homes from demolition.
Yet, much like those who have ventured into the magical world of the factory before them, these youngsters are about to bite off considerably more than they can chew.
Reach Plc has reached out to Netflix for comment.