Following recent reports that Gene Wilder’s voice has been recreated using AI for a new Netflix production, alongside Michael Caine’s decision to license his own voice for an AI-generated audiobook, the debate around synthetic voices is increasingly moving beyond the technology itself and towards questions of consent, licensing and governance, Benjamin Woollams, founder and CEO, TrueRights, provides his viewpoint:
Advancements in voice AI are changing how familiar voices can be recreated, preserved and commercialised. Recent examples – from the AI recreation of Sir Michael Parkinson’s voice for a podcast series and Disney’s continued use of James Earl Jones’ iconic Darth Vader voice, to the reported use of Gene Wilder’s voice in a new Netflix series inspired by Charlie and the Chocolate Factory – show the entertainment industry is beginning to establish where audiences draw the line on AI generated performances.
So far, the response suggests people aren’t inherently opposed to the technology, but acceptance depends on context, transparency and, above all, whether its use feels respectful and properly authorised.
The technology itself is no longer the biggest hurdle. Today’s voice models are capable of producing remarkably convincing results. The real challenge is ensuring the rights behind a person’s voice can be evidenced and managed responsibly, with clear consent, licensing and governance.
Michael Caine’s decision to license his voice for The Odyssey audiobook is a good example of how these technologies can create new opportunities when creators remain in control. As voice AI becomes more sophisticated, the ability to evidence ownership, consent and authenticity will only become more important.
Ultimately, success won’t depend solely on how the technology becomes. It will depend on whether organisations can demonstrate that voices have been used with the right permissions, under clear governance and in ways that audiences can trust.
