Netflix has faced criticism for using artificial intelligence to replicate the voice of the late Gene Wilder in a new reality show inspired by Willy Wonka and the Chocolate Factory. The streaming platform released a trailer for Wonka's The Golden Ticket, a programme where contestants enter the iconic factory and tackle various challenges. The voiceover, bearing a striking resemblance to Wilder's distinctive tone, says: "A whole new generation of real-life golden ticketholders will compete for a life-changing prize, or say a most unfortunate goodbye. 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."
Fan backlash over AI voice
Viewers expressed disappointment after recognising what appeared to be Wilder's voice, presuming it had been created using AI technology. 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 said: "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."
Netflix confirms estate consent
Despite the backlash, Netflix has confirmed it has the consent of Mr Wilder's estate to use his recreated voice. Wilder's wife, Karen B Wilder, commented on behalf of the Gene Wilder Estate: "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."
Background on the original story
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. The 1971 film adaptation, starring Gene Wilder, was a musical featuring songs including Pure Imagination, I Want It Now and The Candyman. Netflix acquired The Roald Dahl Story Company in 2021, gaining rights to Dahl's classics such as Matilda, The Twits, and James and the Giant Peach.
Upcoming animated feature
Earlier this year, Netflix confirmed an upcoming animated feature, Charlie vs. the Chocolate Factory, scheduled for release in 2027. Heartstopper star Kit Connor is set to headline the voice cast, joined by Taika Waititi. The film is directed by Jared Stern and Elaine Bogan. According to the synopsis, Willy Wonka has spent years behind bars after turning a child into a blueberry. Upon release, he returns to his factory, but teenager Charlie Paley and his friends plan to break in and steal a priceless Wonka Bar to save their homes from demolition.
