Netflix has used AI technology to revive the voice of Gene Wilder for its new Willy Wonka reality show, Wonka’s The Golden Ticket.
The nine-episode series will debut via Netflix on September 23, and see 12 contestants enter a fresh version of Wonka’s infamous chocolate factory to face challenges meant to test their physical, mental and moral strength in the hope of winning a “life-changing prize.”
A trailer for the series released today is narrated by an AI reproduction of Wilder, which Deadline reports was recreated by ubiquitous celebrity AI voice company ElevenLabs with consent from Wilder’s estate. Of course, Wilder starred as the infamous confectionary maker in the beloved 1971 movie Willy Wonka & the Chocolate Factory, adapted from Roald Dahl’s timeless novel.
Step into a world of pure imagination when the gates of the Chocolate Factory reopen this Fall.
Wonka’s The Golden Ticket, a new @netflix reality competition series, arrives on September 23.@FremantleUS@EurekaTVGroup pic.twitter.com/W6FHbOuW41
— Fremantle (@FremantleHQ) June 30, 2026
If the name ElevenLabs sounds familiar, it’s the same firm that just released a new version of The Odyssey narrated by an AI reproduction of Michael Caine, and also recently paid to capture the voice rights of late Marvel legend Stan Lee for use in various commercial ventures.
“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,” reads a statement from the late actor’s widow, Karen B. Wilder, on behalf of the Gene Wilder Estate.
“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.”
Alongside its AI Wonka, The Golden Ticket will feature some actual talent from Wilder’s beloved 1971 film in the guise of Rusty Goffe, who returns as an Oompa Loompa for the show.
The 93-year-old Caine previously described ElevenLabs’ AI voice technology as “using innovation not to replace humanity, but to celebrate it… It’s not about replacing voices; it’s about amplifying them, opening doors for new storytellers everywhere.” The company now owns a library of living and dead celebrities that also includes Judy Garland, David Hasselhoff, Albert Einstein, and Matthew McConaughey — the latter of whom has also invested an undisclosed amount in the company.
Last year, Sir David Attenborough issued a strongly-worded statement saying he was “profoundly disturbed” that AI was being used to have him say pretty much anything.
Image credit: Silver Screen Collection/Getty Images
Tom Phillips is IGN’s News Editor. You can reach Tom at [email protected] or find him on Bluesky @tomphillipseg.bsky.social
