Netflix’s Wonka: The Golden Ticket Uses AI to Recreate Gene Wilder’s Voice

Netflix is turning to AI to bring back the voice of Gene Wilder for its upcoming reality competition, Wonka’s The Golden Ticket. The nine-episode series is set to arrive on September 23, with a premise that uses the familiar language of Roald Dahl’s universe while aiming to pressure contestants—physically, mentally, and ethically—to earn a “life-changing prize.”

What Netflix is making, and how Wilder’s voice fits in

The show’s format centers on 12 contestants entering a brand-new interpretation of the infamous Chocolate Factory. Over nine episodes, they’ll be put through challenges designed to test more than just stamina or problem-solving. Netflix frames the competition as an endurance of the whole person: participants must prove themselves under physical strain, cognitive difficulty, and moral pressure as they chase the series’ stated life-altering reward.

Netflix also chose to lead with an AI-generated Wilder narration. The trailer released today is voiced by an artificial reproduction of Wilder’s performance, and reporting has described that recreation as being produced by ElevenLabs with permission tied to Wilder’s estate. Wilder is, of course, most closely associated with the role of the candy maker in the 1971 film Willy Wonka & the Chocolate Factory, which itself adapts Roald Dahl’s novel.

A promotional teaser also emphasizes the seasonal framing of the release, using the “gates” imagery of the factory reopening this fall ahead of the September 23 premiere date.

Why ElevenLabs matters to the reality show conversation

ElevenLabs is a key name in this story because it’s not just involved with this trailer. The same company has also been tied to other high-profile AI voice projects, including a new version of The Odyssey narrated by an AI recreation of Michael Caine. In addition, it has reportedly paid to secure voice rights for the late Marvel figure Stan Lee for use across multiple commercial efforts.

That broader pattern helps explain why Wonka’s The Golden Ticket isn’t being discussed only as a reality series update. It’s also part of a larger, ongoing shift in how celebrity voices are being treated in entertainment—sometimes as technical assets, sometimes as creative tools, and increasingly as products with licensing structures behind them.

• Netflix is using an AI reproduction of Gene Wilder’s narration to market a new reality competition.
• The trailer’s voice work is described as being done with approval connected to Wilder’s estate.
• ElevenLabs has been connected to additional celebrity voice projects, including AI narration work and reported voice-right acquisitions.
• The show’s core draw combines the Wonka brand with challenges meant to test contestants’ physical, mental, and moral strength.

The estate’s message, and how fans may read it

Gene Wilder’s estate has backed the decision publicly. In a statement carried through Wilder’s widow, Karen B. Wilder, the estate says that more than five decades after Wilder brought Willy Wonka to life, audiences worldwide still find joy, laughter, and inspiration in his performance.

The statement adds that Wilder’s talent for delivering humor, amazement, and heart has endured across generations, and expresses enthusiasm that Wonka’s The Golden Ticket is intended to reflect the warmth and imaginative energy he brought to the role. It also positions the project as a way to introduce that “magic” to younger viewers while still respecting longtime fans who have carried the story for decades.

Alongside the AI narration, the reality show will also include a real connection to the original film. Rusty Goffe, who appeared as an Oompa Loompa in the 1971 Willy Wonka movie, is returning for the series in the same Oompa Loompa role.

Celebrity AI voices: from optimism to backlash

Support for AI voice tech is not universal, and the Wonka project lands in the middle of a wider debate. Michael Caine is one example of a public figure who has previously described the technology behind ElevenLabs’ outputs in optimistic terms, saying it uses innovation to “celebrate” humanity rather than replace it. The same sentiment frames AI voice generation as a way to amplify voices and open doors for new storytellers.

ElevenLabs has also been described as maintaining a library of both living and deceased celebrities’ voices. The list mentioned in connection with the company includes Judy Garland, David Hasselhoff, Albert Einstein, and Matthew McConaughey. McConaughey is further described as having invested an undisclosed amount in the company.

But there is also resistance from prominent names. Last year, Sir David Attenborough issued a strongly worded statement saying he was “profoundly disturbed” that AI was being used to have him say essentially anything, highlighting concerns about consent, context, and control.

With Wonka’s The Golden Ticket, Netflix is effectively betting that the combination of estate-approved voice work, a familiar franchise, and a bridge back to the original cast via Rusty Goffe will make the use of AI feel like an extension of the character rather than a replacement. The series launches September 23, giving players and viewers a firsthand look at how those competing expectations play out in practice.