Netflix Brings Gene Wilder's Voice Back to the Chocolate Factory with AI

What happened

Netflix has unveiled a first look — and first listen — at Wonka's The Golden Ticket, an unscripted reality competition series premiering September 23 on the streaming platform. The show, produced by Eureka Productions, will run nine episodes and pit 12 Golden Ticket winners and their chosen partners against a series of physical, mental, and ethical challenges inspired by the 1971 film and Roald Dahl's novel Charlie and the Chocolate Factory. One winner will ultimately receive what Netflix calls "Wonka's life-changing prize."

The headline-grabbing detail: the series will feature the AI-recreated voice of Gene Wilder, who originated the role of Willy Wonka in the 1971 film and died in 2016 at age 83. Netflix partnered with AI audio firm ElevenLabs to recreate Wilder's voice, working in collaboration with his estate. A trailer for the series is now available.

The announcement coincides with the 55th anniversary of Willy Wonka and the Chocolate Factory. The show will also feature veteran actor Rusty Goffe, who played an Oompa-Loompa in the original film.

Why it matters

This is one of the most high-profile estate-approved uses of AI voice recreation in mainstream entertainment. While AI-generated voices have drawn controversy — particularly when used without consent — the Wilder project follows a deliberate consent-and-licensing model. Netflix and Eureka Productions secured permission from Wilder's estate before proceeding, and his widow, Karen B. Wilder, publicly endorsed the project.

"Gene had a remarkable ability to bring humor, wonder and heart into people's lives, and that connection has endured for generations," Karen B. Wilder said in a statement on behalf of the Gene Wilder Estate. "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."

ElevenLabs has been building a track record of similar estate-approved recreations. The company previously recreated the voices of Judy Garland for a version of The Wonderful Wizard of Oz tied to Wicked: For Good, and of Burt Reynolds. Last week, ElevenLabs released an "Odyssey" audiobook featuring an AI-recreated Michael Caine ahead of Christopher Nolan's feature adaptation. The Wilder project extends that pattern into unscripted television, suggesting a growing market for licensed posthumous voice work.

Public reaction

No strong public signal was available from Reddit or other discussion platforms at the time of publication. Audience reaction is expected to emerge closer to the show's September premiere and once the trailer circulates more widely.

What to watch

• Whether audiences find the AI-recreated voice respectful or unsettling when the show premieres September 23.
• How performer guilds such as SAG-AFTRA respond to this high-profile, estate-approved deployment of AI voice recreation.
• Whether the consent-based model influences broader industry norms around posthumous AI use in film, television, and advertising.
• ElevenLabs' next entertainment partnerships and whether competitors adopt similar estate-licensing frameworks.

Sources

• CNET — Willy Wonka Competition Series Starring the AI Voice of Gene Wilder Coming Soon to Netflix
• Gizmodo — Netflix Is Doing a Willy Wonka Reality Show, With an AI Gene Wilder Voice
• The Hollywood Reporter — Netflix Willy Wonka Reality Show Uses AI-Created Voice of Gene Wilder
• People — Gene Wilder's Voice Recreated with AI in Netflix's Willy Wonka Competition Series, Late Actor's Wife Is 'Delighted'
• Collider — Willy Wonka Officially Returns With New Netflix Series After 55 Years
• Variety — Gene Wilder's Voice Resurrected by AI for Netflix's Willy Wonka Competition Series; Late Actor's Wife Gives Blessing