Netflix is facing a wave of criticism from fans after confirming that an artificial intelligence recreation of the late actor Gene Wilder's voice will be used in its forthcoming competition series, 'Wonka's The Golden Ticket'. The streaming giant's decision to digitally resurrect Wilder's distinctive voice for the show, which is slated for release on 23 September 2026, has been met with widespread disapproval across social media platforms.
Wilder, who died in 2016 at the age of 83, is perhaps best remembered for his iconic portrayal of Willy Wonka in the much-loved 1971 film 'Willy Wonka & the Chocolate Factory'. The new reality competition is described by Netflix as a unique experience where contestants navigate challenges within Wonka's Chocolate Factory in pursuit of a significant prize. A trailer for the series features the AI-generated voiceover, which states: “For the first time in decades, I’m opening my beloved chocolate factory... A whole new generation of real life golden ticket holders will compete for a life-changing prize, or say a most unfortunate goodbye.”
However, instead of generating excitement, the reveal has provoked a strong negative reaction. Fans have voiced their dismay on platforms like X, with many describing the AI voice as lacking emotion and authenticity. Comments ranged from calling it a 'plastic substitute' and an 'obscenity' to criticising the perceived poor quality of the imitation, with one user pointing out specific mispronunciations.
The controversy also brings into focus Wilder's own views on the film industry and adaptations of Roald Dahl's classic. Wilder famously stepped away from feature films in 1991, decades before his death, expressing a strong dislike for the direction Hollywood was taking. In his final interview, he cited an aversion to 3D films, excessive swearing, and the kind of 'junk' he observed being produced. He also openly dismissed Tim Burton's 2005 adaptation of 'Charlie and the Chocolate Factory', calling it an 'insult'.
This incident highlights the growing ethical debate surrounding the use of AI to replicate deceased actors' likenesses and voices. While technology offers new avenues for content creation, it also raises questions about consent, legacy, and the potential impact on artistic integrity. The backlash against Netflix suggests a strong public sentiment that some aspects of human performance, particularly those from beloved figures, should remain untouched by artificial recreation.