Netflix partners with ElevenLabs to use AI voice of Gene Wilder in reality show

Netflix is set to premiere a nine-episode reality competition series titled Wonka’s The Golden Ticket on September 23. The show adapts Roald Dahl’s Charlie and the Chocolate Factory into an adult format, featuring twelve contestants and their chosen partners competing for a life-changing prize inside a recreation of the famous factory.

The most notable business and technological decision involves the show's audio. Netflix partnered with artificial intelligence company ElevenLabs to digitally recreate the voice of Gene Wilder, who played the titular character in the 1971 film and died in 2016. The estate of the late actor officially granted permission for the voice synthesis.

This deployment of synthetic media highlights a strategic shift among streaming giants to leverage AI for novelty and content generation. For investors and technology markets, the move tests the commercial viability and public acceptance of using deceased performers' voices in new commercial products. It raises broader questions about the long-term value of legacy intellectual property when merged with generative software.

The reality format departs significantly from the original family-friendly narrative by entirely removing child characters like Charlie Bucket, Veruca Salt, and Augustus Gloop. Instead, adult contestants sprint through candy-colored sets, form alliances, and deliver confessionals while reacting to challenges with standard reality television intensity. The digital voice of Wilder guides the competitors and explains the rules of the various temptations they face.

The production does retain some physical links to the original cinematic release. Rusty Goffe, who played an Oompa Loompa in the 1971 movie, reprises his role in the flesh for the new series. Furthermore, the physical sets, including the chocolate river, are designed to be superior to recent cinematic attempts to capture the property's visual magic.

The series concludes with a two-part finale on September 30. The project ultimately serves as a high-profile case study in how major media companies are blending legacy intellectual property with modern artificial intelligence to drive subscriber engagement in an increasingly crowded streaming economy.